Search engine optimization (SEO) involves several critical factors that determine a website's ranking on search engines. These include keyword research, which helps identify the terms and phrases that potential customers are using to search for products or services. On-page SEO involves optimizing the website’s meta tags, header tags, content, and images to ensure they are relevant and well-structured. Technical SEO is also crucial, encompassing elements like website speed, mobile responsiveness, secure connections (HTTPS), and proper indexing by search engines. Off-page SEO focuses on building backlinks from reputable websites and managing the site's presence on social media and other external platforms. Lastly, local SEO, especially important in the UAE, includes optimizing for local searches, such as creating and managing a Google My Business profile and ensuring the website is listed in local directories.