It is the process of increasing organic (non-paid) traffic and ranking higher in search engine results pages (SERPs) through the optimization of a website. This requires the development of high-quality backlinks, keyword research, content optimization, and technical enhancements, among other tactics. Enhancing visibility and relevance on search engines such as Google, Bing, and Yahoo is the objective; by doing so, one can attract a greater number of visitors who are inquiring about products, services, or information pertinent to the content of one's website.