Which strategy is typically used to increase website visibility?

Search Engine Optimization (SEO) is a strategy designed specifically to enhance a website's visibility in search engine results pages (SERPs). By optimizing various elements of a website, such as its content, structure, and metadata, SEO aims to improve organic search rankings. This involves understanding search engine algorithms and user search behavior to ensure that the website is easily discoverable by users searching for relevant keywords and phrases.

SEO encompasses various techniques, including keyword research, on-page optimization (like improving headings and meta descriptions), technical SEO (ensuring the website functions properly across devices), and building backlinks to raise the site's authority. The ultimate goal is to attract more qualified traffic, increase user engagement, and potentially improve conversion rates through enhanced visibility.

While other strategies listed, such as email campaigns, content syndication, and pay-per-click advertising, can complement a digital marketing strategy, they do not primarily focus on improving organic search visibility like SEO does. Email campaigns are targeted outreach efforts, content syndication involves distributing content through other platforms, and pay-per-click advertising is a paid strategy that places ads on search engine results but does not inherently affect organic rankings. Thus, SEO stands out as the primary method for increasing a website's visibility in search engines.