Search Engine Optimization (SEO) is the process of improving the visibility of a website or web page in search engine results pages (SERPs) through organic (non-paid) means. The goal of SEO is to increase the quantity and quality of traffic to a website from search engines. Some of the key concepts and techniques of SEO include:

Keyword research: Identifying the keywords and phrases that users are searching for on search engines and optimizing the website's content and meta tags to include those keywords.

On-page optimization: Optimizing individual web pages in order to rank higher and earn more relevant traffic in search engine results. This includes optimizing the content, meta tags, images, and URLs of the website.

Off-page optimization: Building backlinks from other websites to your website, in order to improve the website's visibility and credibility in the eyes of search engines.

Technical SEO: Optimizing the technical aspects of a website, such as the website's structure, coding, and mobile responsiveness, to ensure that search engines can easily crawl and index the website.

Content optimization: Creating high-quality and relevant content that is optimized for both search engines and users. This includes optimizing the titles, headlines, meta descriptions, and images on the website's pages.

Metrics: Use of metrics such as bounce rate, time on site, and pages per session, to measure the website's performance and improve it.

Local SEO: Optimizing a website for local search results by including location-specific keywords and creating local business listings.

Mobile SEO: Optimizing a website for mobile devices to improve its visibility in mobile search results and provide a better user experience for mobile users.