Search Engine Optimization (SEO) is the process of optimizing a website and its content to improve its ranking and visibility on search engine results pages (SERPs). The ultimate goal of SEO is to increase organic, non-paid traffic to a website from search engines like Google, Bing, and Yahoo.

SEO is an ongoing process that requires continuous monitoring and refinement to ensure that the website remains relevant, up-to-date, and optimized for search engines. SEO can provide various benefits to businesses, including increased website traffic, improved brand visibility and awareness, and higher conversion rates.