SEO, or search engine optimization, plays a critical role in digital visibility by improving a website's ranking on search engine results pages. By optimizing content, structure, and metadata according to search engine algorithms, businesses can increase organic traffic, which is crucial for attracting potential customers. Effective SEO strategies encompass keyword research, link building, and technical optimization, ensuring that content is relevant and accessible. A strong SEO presence not only enhances visibility but also establishes credibility and authority within a specific market.