What role does SEO play in digital marketing?

SEO, or Search Engine Optimization, significantly enhances a website's visibility in search engine results. This increased visibility helps drive organic traffic to the website, as higher-ranking pages are more likely to be clicked on by users searching for relevant information or products. By optimizing various elements such as keywords, content quality, user experience, and backlinks, businesses can improve their position in search engine results pages (SERPs) and attract more potential customers without the need for paid advertising.

This process is foundational in digital marketing, as it directly influences how well a website can compete for attention online. The greater the visibility through SEO, the more opportunities there are for engagement and conversion, making it a critical component of an effective digital marketing strategy. In contrast, other options provided do not accurately reflect the primary purpose or benefits of SEO.