SEO, or Search Engine Optimization, is a set of strategies and practices aimed at improving a website's visibility and ranking on search engine results pages (SERPs). The goal is to attract more organic (non-paid) traffic to the site. SEO involves optimizing various elements on a website, such as content, keywords, meta tags, and backlinks, to align with search engine algorithms. The primary focus is to provide valuable and relevant content to users while ensuring the website is technically sound and easily understandable by search engines. This helps search engines better understand the site's content, relevance, and authority, ultimately improving its chances of ranking higher in search results.