SEO, or search engine optimization consists of a wide range of strategies and techniques aimed at improving a website ranking and visibility in search engine results pages (SERPs). Some of these components include keyword research which is used to identify relevant keywords and phrases that potential customers might use to search for products or services. Next is on page optimization which includes title tags, headings, content, images, internal links, and meta descriptions. This makes websites more relevant for target keywords and search engine friendly. Off-page optimization which includes building backlinks from eternal websites. Technical optimization which ensures that technical aspects such as site structure, URL structure, mobile-friendliness and site speed are optimized. Then there is analytics and tracking which analyzes and monitors website traffic, conversion rates and user behaviors. This is an ongoing process.