What is "search engine optimization" (SEO)?

Search engine optimization (SEO) refers to the practice aimed at improving a website's visibility in search engine results pages (SERPs). This involves understanding how search engines work and optimizing various aspects of a site, including content, keywords, site structure, and links, so that it ranks higher for relevant searches. The goal is to attract organic (non-paid) traffic to the website, which can ultimately lead to increased visibility and better user engagement.

By focusing on SEO, businesses can ensure that their websites are more easily discoverable by potential customers who are searching for relevant products or services online. This can involve a variety of techniques, such as optimizing metadata, improving page load speeds, ensuring mobile-friendliness, and building high-quality backlinks.

In the context of the other options, improving website design plays a significant role in user experience but does not specifically target search visibility. Creating engaging content is important for attracting visitors, but without SEO techniques, that content may not reach the desired audience in search results. Managing social media profiles is related to online presence but does not directly influence a website’s search engine ranking. Thus, the focus of SEO as a practice is distinctly about enhancing visibility in search results.