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 SEO, or Search Engine Optimization, is the practice of improving and promoting a website to increase its visibility and ranking on search engine results pages. The goal is to attract more organic (unpaid) traffic to the website by optimizing its content, structure, and user experience to match the search engine's algorithms and user preferences. This can involve keyword research, link building, content creation, technical optimization, and more. Ultimately, effective SEO can help businesses and organizations reach a larger audience and achieve greater success online.