Search engine optimization (SEO), also known as search engine marketing, encompasses a set of methods and practices designed to improve the visibility and ranking of a website’s pages in search engine results such as Google. This approach includes various inbound marketing actions, both on-page and off-page. On-page optimization involves initiatives such as integrating relevant keywords into content, using HTML tags correctly, and improving the quality and structure of content to meet the expectations of users and search engines. Off-page optimization includes practices such as building quality backlinks from other websites, thereby strengthening the authority and credibility of the site in question. These combined actions aim to make the site more relevant and visible to search engines, increasing its chances of appearing high in search results and attracting more organic traffic.