What is the role of search engine optimization (SEO) in digital marketing?

Search engine optimization (SEO) plays a crucial role in digital marketing by focusing on improving website visibility in search engine results pages (SERPs), which directly impacts the amount of organic traffic a website receives. When a website is optimized for search engines, it becomes more likely to rank higher for relevant search queries. This visibility is essential as it helps attract users who are actively searching for information related to a business's products or services, leading to increased website visits, potential leads, and ultimately conversions.

The process of SEO involves various techniques such as keyword research, content optimization, link building, and improving user experience—all aimed at aligning a website's content with what users are searching for. By attracting organic traffic, businesses can reduce their reliance on paid advertising and build a sustainable presence online. This long-term approach to visibility not only enhances brand credibility but also increases the likelihood of engaging users who are genuinely interested in their offerings.

Other options may focus on customer service, product distribution, or cost reduction, which are important aspects of marketing but do not directly relate to the primary objective of SEO, which is to enhance visibility in search engine results.