Search engine optimization is   the process of improving a website’s visibility and ranking in search engine results pages by optimising the website and its content (SERPs). The aim of SEO is to enhance both the volume and quality of organic traffic from search engines like Google, Bing, and Yahoo to a website.

In order to develop and improve SEO strategy over time, SEO techniques include optimising website structure and design, keyword research and optimization, producing high-quality content, enhancing website loading speed and mobile responsiveness, constructing high-quality backlinks, and analysing website data and metrics.