What is SEO may be obvious to many of us. Nevertheless, it is important to clearly define the value of search engine optimization (SEO) in marketing and explain that it refers to the practice of optimizing a website or online content to increase its visibility and ranking on search engine results pages (SERPs). The main goal of SEO is to attract organic (non-paid) traffic by improving the relevance and authority of a site in the eyes of search engines such as Google, but also Yahoo! or Bing!. This includes optimizing various elements, including keywords, content, meta tags, and backlinks, to match search engine algorithms.