Search engine optimization (SEO) is the process of improving the visibility of a website or web page in a search engine’s unpaid search results. SEO involves making changes to the structure and content of a website in order to make it more attractive to search engines and to improve the way the site is ranked in search results.

There are many factors that search engines use to rank websites, and SEO involves optimizing these factors in order to improve a website’s ranking. Some of the key factors that affect a website’s ranking include the quality and relevance of the content on the site, the structure and organization of the site’s pages, and the number and quality of external links pointing to the site.

SEO is a constantly evolving field, as search engines frequently update their algorithms to improve the quality of their search results.