SEO, or Search Engine Optimization, is the practice of improving your website's visibility on search engines like Google. It involves optimizing your website's content, structure, and technical aspects to make it more attractive to search engines. The goal of SEO is to increase organic (non-paid) traffic to your site, helping potential customers find you more easily when they search for relevant keywords or phrases. Effective SEO can lead to higher rankings in search results, more visitors, and ultimately, more business opportunities.