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Understanding **search engine optimization**, or **SEO**, involves recognizing the strategies to improve a website’s visibility in **search engine results**. Primarily, SEO focuses on making a website more attractive to search engines like Google, which then helps connect relevant users with the content they seek. Key elements include **keyword research**, which identifies terms people use to find information, and **on-page optimization**, adjusting webpage content and HTML to be search engine friendly. **Off-page SEO** encompasses activities outside your website, such as earning backlinks from other reputable sites, which signal to search engines that your content is valuable and authoritative. The ultimate goal of SEO is to increase natural, or organic, traffic to a website, making it easier for potential visitors to discover its offerings through search.