<human>:  Can you explain the concept of keyword ranking in search engine optimization?
<bot>: Keyword ranking in search engine optimization (SEO) is the process of determining the order in which a given keyword appears in organic (non-paid) search engine results pages (SERPs). The overall aim of keyword ranking is to increase visibility of a given website by ensuring that it appears as close to the top of the SERPs as possible for keyword searches related to the website’s content. SEO professionals use a range of techniques to optimize websites for keyword ranking, including on-page techniques such as content optimization, keyword optimization and off-page techniques such as link building.