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'''Search engine optimization''' ('''SEO''') is the process of improving the quality and quantity of [[Web traffic|website traffic]] to a [[website]] or a [[web page]] from [[web search engine|search engine]]s.<ref>{{Cite web|url=https://www.webopedia.com/TERM/S/SEO.html|title=SEO – search engine optimization|website=Webopedia|date=December 19, 2001|access-date=May 9, 2019|archive-date=May 9, 2019|archive-url=https://web.archive.org/web/20190509033028/https://www.webopedia.com/TERM/S/SEO.html|url-status=live}}</ref><ref>{{Cite journal |last1=Giomelakis |first1=Dimitrios |last2=Veglis |first2=Andreas |date=2016-04-02 |title=Investigating Search Engine Optimization Factors in Media Websites: The case of Greece |url=http://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |journal=Digital Journalism |language=en |volume=4 |issue=3 |pages=379–400 |doi=10.1080/21670811.2015.1046992 |s2cid=166902013 |issn=2167-0811 |access-date=October 30, 2022 |archive-date=October 30, 2022 |archive-url=https://web.archive.org/web/20221030054324/https://www.tandfonline.com/doi/full/10.1080/21670811.2015.1046992 |url-status=live |url-access=subscription }}</ref> SEO targets unpaid search traffic (usually referred to as "[[Organic search|organic]]" results) rather than direct traffic, referral traffic, [[social media]] traffic, or [[Online advertising|paid traffic]].
Organic search engine traffic originates from a variety of kinds of searches, including [[image search]], [[video search]], [[academic databases and search engines|academic search]],<ref name="aseo">{{cite web|url=https://web.archive.org/web/20110728010319/https://www.sciplore.org/publications/2010-ASEO--preprint.pdf|title=Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar and Co.|last1=Beel|first1=Jöran|last2=Gipp|first2=Bela|last3=Wilde|first3=Erik|year=2010|publisher=Journal of Scholarly Publishing|pages=176–190|access-date=April 18, 2010|archive-date=November 18, 2017|archive-url=https://web.archive.org/web/20171118043054/https://www.sciplore.org/publications/2010-ASEO--preprint.pdf}}</ref> news search, industry-specific [[vertical search]] engines, and large language models.
As an [[Internet marketing]] strategy, SEO considers how search engines work, the [[algorithm]]s that dictate search engine results, what people search for, the actual search queries or [[Keyword research|keywords]] typed into search engines, and which search engines are preferred by a target audience. SEO helps websites attract more visitors from a search engine and rank higher within a [[search engine results page]] (SERP), aiming to either convert the visitors or build brand awareness.<ref>Ortiz-Cordova, A. and Jansen, B. J. (2012) [https://faculty.ist.psu.edu/jjansen/academic/jansen_high_revenue_customers_2012.pdf Classifying Web Search Queries in Order to Identify High Revenue Generating Customers]. {{Webarchive|url=https://web.archive.org/web/20160304203905/https://faculty.ist.psu.edu/jjansen/academic/jansen_high_revenue_customers_2012.pdf |date=March 4, 2016 }}. Journal of the American Society for Information Sciences and Technology. 63(7), 1426 – 1441.</ref>
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