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SEO, or Search Engine Optimization, is the practice of optimizing a website to improve its visibility on search engine results pages (SERPs) like Google. By using various strategies such as keyword research, on-page optimization, content creation, and link building, SEO aims to increase organic (non-paid) traffic to a site. The goal is to ensure that the website appears higher in search results when users search for relevant terms, thereby attracting more visitors and potential customers. SEO is a crucial aspect of digital marketing, as it helps businesses enhance their online presence, reach their target audience, and drive growth.