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SEO is the practice of optimizing a website to enhance its visibility and ranking on search engine results pages (SERPs). By focusing on various elements such as keyword research, on-page and technical optimization, content creation, link building, and user experience, SEO aims to attract more organic (non-paid) traffic from search engines like Google, Bing, and Yahoo. Effective SEO involves understanding and leveraging search engine algorithms to ensure that your website is easily discoverable by users searching for relevant information, products, or services.