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Search Engine Optimization (SEO) is the process of optimizing a website or web page to improve its visibility and ranking on search engine results pages (SERPs). The ultimate goal of SEO is to increase the quantity and quality of organic (non-paid) traffic to a website by ensuring that it appears higher in search engine results for relevant search queries.

SEO involves a wide range of tactics and techniques, including optimizing website content and structure, conducting keyword research, building high-quality backlinks, and ensuring that a website is properly coded and technically sound. The strategies used in SEO are constantly evolving, as search engine algorithms change over time.

The benefits of SEO can be significant for businesses and organizations, as higher search engine rankings can lead to increased visibility, website traffic, and ultimately, more customers or clients. However, SEO can be complex and time-consuming, and it often requires ongoing effort and investment to maintain a website's rankings over time.

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