Search engine optimisation (SEO) is the process of optimising a website or web page to increase its visibility and ranking on search engine results pages (SERPs). The goal of SEO is to improve the quantity and quality of organic (unpaid) traffic to a website from search engines such as Google, Bing and Yahoo. SEO involves a variety of techniques, including optimising website content and structure, using relevant keywords, building backlinks, improving page load speed and ensuring mobile-friendliness. The ultimate objective of SEO is to make a website or web page appear as high as possible in the search engine results for relevant queries, which can lead to increased visibility, traffic and, ultimately, revenue. SEO is a continuous process as search engines frequently update their algorithms and ranking factors, which means that websites and web pages must be regularly optimised to maintain or improve their search engine rankings.