Search Engine Optimization (SEO) is the process of increasing the visibility and organic (non-paid) search engine rankings of a website. It entails improving different components of a website, such as content, keywords, meta tags, and site layout, in order to make it more appealing to search engines. The purpose of SEO is to increase the likelihood of a website showing in relevant search results, resulting in increased organic traffic and possible consumers. Understanding search engine algorithms, undertaking keyword research, optimising on-page features, establishing quality backlinks, and offering a great user experience all contribute to this. SEO enables websites to obtain more visibility, reach their intended audience, and, as a result, increase their online presence and financial performance.