SEO, or search engine optimization, is the practice of improving a website’s quality and quantity of traffic from search engines like Google by ensuring it ranks higher in unpaid search results. The goal is to increase a website’s visibility so it appears higher on a Search Engine Results Page (SERP) for relevant queries, driving more organic (non-paid) traffic to the site. This involves making a website more understandable to search engines and more appealing to users, which in turn helps them find answers to their questions, products, or services.