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SEO, or Search Engine Optimization, is the practice of increasing a website's visibility in a search engine's unpaid results. It involves using various techniques to improve a site's ranking, such as optimizing content for relevant keywords, improving user experience, building external and internal links, and ensuring the site's technical aspects are sound. The goal is to drive more organic traffic to the site from users searching for specific terms.

Key components of SEO

Keyword research: Identifying and understanding the terms users search for and the intent behind those searches (e.g., informational, transactional).

On-page optimization: Modifying content and HTML to improve a page's relevance and quality, such as using relevant keywords and including descriptive alt text for images.

Link building: Earning backlinks from other websites to build authority and trust, as well as using internal links to connect related pages within the site itself.

Technical SEO: Optimizing the website's infrastructure, such as site speed, mobile-friendliness, security (HTTPS), and creating an XML sitemap to help search engines crawl and index the site effectively.

User experience (UX): Ensuring a positive experience for visitors, which includes fast loading times, easy navigation, and mobile compatibility.