SEO is a complex and ever-evolving field that involves both technical and creative strategies aimed at improving a website’s visibility and relevance in search engine results pages (SERPs). The ultimate goal of SEO is to rank higher in SERPs for targeted keywords and phrases, thereby attracting more organic traffic and potential customers to a website.

SEO strategies typically involve optimizing on-page factors (such as content, meta tags, and site structure) and off-page factors (such as link building, social media engagement, and online reputation management). SEO practitioners also need to keep up with changes in search engine algorithms and adjust their strategies accordingly.

While SEO is primarily focused on improving organic traffic, it can also have other benefits for a website or business, such as improving brand awareness, credibility, and user experience. Effective SEO can also complement other digital marketing tactics, such as content marketing, paid search advertising, and social media marketing.