Search Engine Optimization (SEO) is the strategic practice of enhancing a website's visibility and ranking in search engine results pages (SERPs) to drive organic, unpaid traffic. It involves a combination of technical improvements, content optimization, and authority building to help search engines understand and value your website content. Effective SEO encompasses keyword research, on-page optimization, link building, and user experience enhancements that align with search engine algorithms. When done correctly, SEO can significantly increase your website's reach, attract qualified leads, and build long-term online authority in your industry.