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Search engine optimization (SEO) is the practice of optimizing a website to improve its ranking in search engine results pages (SERPs). When a website ranks highly for relevant search terms, it is more likely to receive traffic from search engines, which can lead to increased brand awareness, higher website traffic, and ultimately, higher revenue.
There are many factors that go into SEO, including the quality and relevance of the content on the website, the structure and organization of the website's pages, the use of keywords in the website's content and metadata, and the quality and quantity of external websites that link to the website. By making sure a website is optimized for search engines, businesses can improve their chances of ranking highly for relevant search terms and attracting more qualified traffic to their website.