SEO works by optimizing a website's content, structure, and other factors to make it more appealing to search engines like Google. This can include keyword research, optimizing meta tags, improving site speed and mobile-friendliness, building backlinks, and creating high-quality content. When a website's SEO is strong, it can rank higher in search results, resulting in more visibility, traffic, and potential customers. However, SEO is a complex and constantly evolving field, and there are many factors that can affect a website's ranking.