SEO, or search engine optimization, is the process of improving the ranking of a website on search engines like Google. This is done through a variety of methods, such as keyword research, content creation, and link building. The goal of SEO is to increase organic traffic to a website, as higher rankings on search engines can lead to more visibility and more potential customers. It is an important aspect of digital marketing, as it helps to ensure that a website is easily discoverable by users searching for relevant products or services. In order to be effective, SEO efforts must be ongoing and constantly monitored and updated in order to keep up with changing algorithms and user behavior.