Search Engine Optimization (SEO) is a digital marketing strategy focused on enhancing a website’s visibility in search engine results pages (SERPs) to attract organic traffic. By optimizing on-page elements like keywords, meta tags, and high-quality content, SEO aligns a site with search engine algorithms. Technical SEO ensures the website is fast, mobile-friendly, and easily navigable, while off-page SEO builds authority through backlinks from reputable sources. Effective SEO drives higher rankings, increasing the likelihood users will discover the site without paid advertising. As search engines evolve, SEO adapts to prioritize user experience, relevance, and expertise (E-E-A-T: Expertise, Experience, Authoritativeness, Trustworthiness). Modern trends like voice search optimization and mobile-first indexing emphasize adapting to changing user behaviors. Beyond traffic, SEO enhances brand credibility and conversion rates, making it a cost-effective, long-term strategy for businesses aiming to establish authority and connect with target audiences in a competitive digital landscape.