SEO is the process of optimizing a website or online content to improve its visibility and ranking in search engine results pages (SERPs) for relevant keywords and phrases. The goal of SEO is to increase organic (non-paid) traffic to a website by ensuring that it appears higher in search results when users search for information related to the content or products/services offered.

SEO involves various techniques and strategies aimed at improving both the on-page and off-page aspects of a website. Some key elements of SEO include:

1. Keyword Research: Identifying the most relevant and high-volume keywords related to a business, product, or topic that potential customers are likely to search for.
2. On-Page Optimization: Optimizing website content, meta tags, headings, URLs, and internal linking structure to make it more relevant and accessible to search engines.
3. Content Creation: Creating high-quality, relevant, and engaging content that addresses the needs and interests of the target audience. This content should incorporate targeted keywords naturally and provide value to users.
4. Technical SEO: Ensuring that the website is technically optimized for search engines, including factors such as website speed, mobile-friendliness, crawlability, site architecture, and URL structure.
5. Off-Page Optimization: Building backlinks (links from other websites to yours) from reputable and relevant sources to increase the authority and credibility of the website in the eyes of search engines.
6. Local SEO: Optimizing a website to appear in local search results, particularly important for businesses with physical locations targeting local customers.
7. Monitoring and Analysis: Continuously monitoring website performance, traffic trends, keyword rankings, and user behavior using tools like Google Analytics and Google Search Console. Analyzing this data helps identify areas for improvement and informs ongoing SEO efforts.

Effective SEO practices can help businesses increase their online visibility, attract targeted traffic, generate leads, and ultimately, improve their online presence and competitiveness.