SEO stands for Search Engine Optimization, which is the practice of optimizing a website or web page to increase its visibility and ranking in search engine results pages (SERPs). The goal of SEO is to make a website appear higher in the organic search results for relevant search queries, driving more traffic and potential customers to the site. This is achieved through various techniques such as keyword research, on-page optimization, link building, content creation, and more. Effective SEO can help improve the user experience, increase credibility and authority of the website, and ultimately lead to higher conversion rates and revenue for the business.