SEO impacts website visibility by improving a site's ranking on search engine results pages (SERPs). By optimizing content for relevant keywords and enhancing other factors such as site speed and user experience, businesses can attract more organic traffic. When a website appears on the first page of search results, its chances of receiving clicks and conversions increase significantly. The overall goal of SEO is to ensure that when users search for specific terms related to a business’s offerings, they can easily find that business's website, thus boosting its online presence and credibility.