Search Engine Optimization (SEO) is a process of optimizing a website so that it ranks higher in the search engines. It involves a number of techniques and tactics to improve a website's visibility. SEO is an ongoing process, with small and large changes along the way, that allow companies to take advantage of search engine algorithms and increase their rankings. 

When SEO is done properly, it ensures that website owners get the maximum benefit from search engines. This includes not only increased visibility, but also improved website performance and conversions, plus easier navigation for users. SEO also helps boost the credibility of the website, improving its ranking within search engine results.

One way to improve SEO is to use keywords and phrases in content, both in text and in the code, that help search engines identify and categorize the page. Another way is to create relevant backlinks from other websites to point visitors to the website; this improves both the visibility of the website and its ranking in search engine results. 

Content plays an important role in effective SEO as well. Content should be relevant to the overall topic and should contain both keywords and phrases that make it easier for search engines to identify the website's purpose and the topics it covers. Quality content, including SEO-friendly titles and meta tags, should be included to ensure it is as visible and useful to search engines and users alike. 

Finally, using effective SEO tools, such as a keyword research tool, can also be used to identify target keywords and phrases that will improve a website’s performance. This research will ensure that the website's SEO intentions are implemented properly. 

SEO is an important part of any online marketing strategy. By taking the time to understand and implement effective SEO techniques, website owners can greatly improve their website’s performance in search engine results and help their business grow.