How does SEO work in digital marketing?

SEO or Search Engine Optimization is the process of improving the ranking of a website on search engine results pages (SERPs). The higher the ranking, the more likely people are to find the website. SEO works by improving the visibility of a website in search engine results pages. The visibility is improved by optimizing the website for certain keywords that people are likely to search for. The website is also made more visible by building links to it from other websites. The more visible the website is, the more likely people are to find it. SEO is a long-term strategy that should be incorporated into the overall marketing strategy of a website. It is important to note that SEO should not be used as a standalone tactic, but should be used in conjunction with other marketing channels such as paid advertising, social media, and email marketing.