SEO (Search Engine Optimization) is the process of optimising a website or online content to improve its visibility and ranking on search engine results pages (SERPs). The goal of SEO is to increase the quantity and quality of organic (non-paid) traffic to a website, by improving its visibility and ranking in search engine results.

The main components of SEO are: 1. On-page optimization: On-page optimization involves optimising the content and structure of a website to make it more search engine friendly. This includes optimising title tags, meta descriptions, headings, and content for target keywords.

2. Off-page optimization Off-page optimization involves building links to a website from other reputable sites, which helps to increase the website's authority and improve its ranking on search engine results pages.

3. Technical optimization: Technical optimization involves optimising the website's technical structure to make it more search engine friendly. This includes optimising website speed, mobile responsiveness, and website security.

SEO is an ongoing process that requires regular monitoring and updating, as search engine algorithms and user behaviour change over time. Some common SEO tools and techniques include:

1. Keyword research:This involves identifying the keywords and phrases that users are searching for, and optimizing website content to target these keywords.

2. Link building:This involves identifying the keywords and phrases that users are searching for, and optimizing website content to target these keywords.

3. Content marketingThis involves creating high-quality content that is optimised for target keywords, and sharing it on social media and other online platforms to increase its visibility and attract links.

SEO is an important component of digital marketing, as it helps to improve the visibility and ranking of a website, and increase the quantity and quality of organic traffic to the website.