SEO stands for Search Engine Optimization which is a process used to optimize a website to improve its visibility in organic (non-paid) search engine result pages. The main advantage of SEO is that it increases the visibility of a website or a web page in a search engine's unpaid results. This means more people can find your website or web page, resulting in increased traffic, leads, and sales. Additionally, SEO can help generate higher quality leads by providing more relevant and targeted content. Finally, SEO can also improve user experience by making it easier to navigate a website and find the content they are looking for.