'SEO' stands for Search Engine Optimization. It refers to the practice of enhancing a website's visibility and ranking on search engine results pages (SERPs). By optimizing content, structure, and HTML of a webpage, businesses aim to attract more organic traffic from search engines like Google. This involves keyword analysis, on-page optimization, and building backlinks among other strategies. Effective SEO increases a site’s authority, thereby improving its chances of being featured prominently when users search for relevant terms. Ultimately, it plays a crucial role in driving conversion rates and enhancing online presence.