SEO refers to the practice of optimizing a website or web content to rank higher in search engine results pages (SERPs). This includes techniques like keyword research, on-page optimization (e.g. title tags, meta descriptions, content structure), off-page optimization (e.g. link building, social signals), and technical SEO (e.g. site speed, mobile-friendliness, schema markup ). The goal of SEO is to increase the visibility and organic traffic to a website.