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Search Engine Optimization (SEO) is the practice of improving the visibility and ranking of a website in search engine results pages (SERP) through organic means. It involves making changes to the website and its content to make it more appealing to search engines and improve its relevance to specific search terms or keywords. The goal of SEO is to increase organic (non-paid) traffic to a website from search engines, which can result in higher visibility, more leads, and increased revenue for a business. SEO involves a variety of techniques, including keyword research, on-page optimization, technical SEO, link building, and content creation. Effective SEO requires a combination of both technical expertise and creative thinking, as search engines continue to evolve and update their algorithms.