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Search Engine Optimization (SEO) is a digital marketing strategy aimed at improving a website's visibility and ranking on search engine results pages (SERPs). By optimizing elements like content, keywords, meta tags, and backlinks, SEO helps attract organic traffic and enhance user experience. It involves both on-page techniques, such as improving content quality and site structure, and off-page tactics, like acquiring high-quality backlinks. Keeping up with search engine algorithms and best practices is essential for maintaining and improving search rankings, ultimately driving more traffic and potential customers to a website.