Search engine optimization (SEO) is the practice of optimizing a website to rank higher in search engine results pages (SERPs) for relevant keywords and phrases. Effective SEO strategies involve a combination of on-page optimization, such as optimizing content, meta tags, and images, and off-page optimization, such as building high-quality backlinks from other websites. Other important elements of SEO include keyword research, competitor analysis, and continuous tracking and analysis of performance metrics. As search engines and user behavior continue to evolve, it's important for businesses to stay up-to-date with the latest SEO trends and best practices to maintain their online visibility and drive organic traffic to their website.