Search Engine Optimization (SEO) is the practice of improving the visibility and ranking of a website or web page in search engine results pages (SERPs). The aim is to make the site more accessible and likely to be visited by users who are looking for information about the subject matter. The role of SEO in digital marketing is twofold: first, it can help to improve the visibility and ranking of a website or web page in SERPs. Second, it can help to generate leads and traffic from potential customers who are searching for information about the subject matter.
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