Search engine optimization, or SEO, is the process of making changes to a website or its content to improve the site’s ranking in search engine results pages (SERPs). The goal of SEO is to make a website more visible to search engines like Google, Bing, or Yahoo, so that more people can find the site when they search for keywords or phrases related to the site’s content. This can be done by optimizing the website’s code, structure, and content to make it more attractive to search engines, as well as by building backlinks to the site from other websites. The end result is that the site should appear higher in search results, making it more likely that people will visit the site.