SEO optimization includes keyword research, on-page SEO (optimizing titles, meta descriptions, headings, content, images, and internal links), technical SEO (site speed, mobile-friendliness, secure HTTPS, clean URLs, and structured data), and off-page SEO (backlinks, brand mentions, and online authority building). Local SEO is also an important part, helping businesses rank in location-based searches through Google My Business optimization and customer reviews.