What does search engine optimization (SEO) aim to improve?

Search engine optimization (SEO) primarily aims to improve higher search engine rankings. This involves optimizing various facets of a website to make it more attractive to search engines, thereby increasing its visibility when users perform relevant search queries. Techniques employed in SEO include keyword optimization, improving site structure, enhancing loading speed, and building backlinks, all intended to signal to search engines that the website is credible and pertinent to specific search terms.

While elements like user interface design, website accessibility, and content creation can play a role in a website's overall effectiveness and user experience, they do not represent the core objective of SEO. Instead, the primary goal of SEO is to attain a prominent position in search engine results pages (SERPs), thereby driving organic traffic to the site. A successful SEO strategy will inherently improve user experience and content quality, which can contribute to the site's ranking, but these are means to achieving the end goal of higher search engine rankings rather than the primary focus of SEO.