Search engine optimization (SEO) is the process of improving the visibility of a website or web page in a search engine’s unpaid results. SEO involves a range of techniques and strategies that are designed to increase the ranking of a website in search engine results pages (SERPs), making it more likely that the website will be found and visited by users.

SEO is an important part of digital marketing, as it helps to increase the visibility of a website in search engines, which are often the first place that users go to when they are looking for information or products online. A higher ranking in search results can lead to increased traffic and engagement, and can also help to improve the credibility and trustworthiness of a website.

There are many different factors that can affect a website’s ranking in search results, and SEO involves a range of techniques and strategies for improving these factors. Some common SEO techniques include:

• Keyword research and optimization: Identifying and using relevant keywords throughout a website’s content and meta tags can help search engines understand the topic of a website and improve its ranking for those keywords.
• On-page optimization: Ensuring that a website’s content is well-structured and easy to read, with a clear hierarchy and appropriate headings and formatting, can help search engines understand the content and improve its ranking.
• Off-page optimization: Building links from other websites to a website can help to improve its credibility and authority in the eyes of search engines, and can also help to increase its ranking.

Overall, SEO is an essential part of digital marketing, and can help to improve the visibility and credibility of a website in search engine results pages. By implementing effective SEO techniques, businesses and organizations can increase their online presence and reach more potential customers.