SEO (Search Engine Optimisation) is the practice of optimising a website to improve its ranking in the search engine results pages (SERPs) and increase the volume and quality of traffic to the website.

There are many factors that can influence a website's ranking in search engine results, and SEO experts strive to improve a website's ranking by optimising various on-page and off-page factors. On-page factors include the content and structure of the website, including the use of keywords and the quality and relevance of the content. Off-page factors include the quality and quantity of links from other websites, as well as the website's presence on social media platforms and other online offerings.

SEO is an important part of digital marketing as it helps increase a website's visibility and accessibility to search engines and users. By improving a website's ranking in search results, businesses and organisations can increase their online presence and drive more qualified traffic to their website.