Search engine optimization (SEO) is the process of optimizing a website or web page to improve its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of traffic to a website by improving its visibility in search engine results.

There are many different techniques and strategies that can be used to improve a website’s SEO, including:

1. Keyword Research: Identifying the keywords and phrases that people are using to find products or services related to your business.
2. On-page Optimization: Optimizing the content and structure of your website to make it more search engine-friendly.
3. Off-page optimization: Building high-quality backlinks to your website from other relevant and authoritative sites.
4. Technical SEO: Improving the technical aspects of your website, such as its loading speed, mobile-friendliness, and security.

It is important to note that SEO is a long-term strategy, and the results of your efforts may not be immediately visible. However, with consistent and effective SEO, your website will gradually improve its visibility in search engine results, leading to an increase in organic traffic, leads, and sales.

To measure the results of your SEO efforts, you can track metrics such as:

1. Organic search traffic: The number of visitors to your website coming from search engine results.
2. Keyword rankings: The position of your website in search engine results for specific keywords.
3. Bounce rate: The percentage of visitors who leave your website after only viewing one page.
4. Time on site: The amount of time that visitors spend on your website.
5. Conversion rate: The percentage of visitors who take a desired action on your website, such as making a purchase or filling out a contact form.

Overall, SEO is a powerful and cost-effective way to improve the visibility and performance of your website, and with the right approach and consistent effort, you can achieve measurable results and see a significant return on investment.