What is the function of search engine optimization (SEO)?

The function of search engine optimization (SEO) is to improve a website's visibility in search engine results. This involves a variety of techniques and strategies designed to enhance the website’s ranking on search engine results pages (SERPs). When a website is optimized for search engines, it becomes more likely that users searching for relevant keywords will find the site, thereby increasing traffic and potential conversions.

SEO encompasses several practices, including keyword research, on-page optimization (like meta tags and content quality), off-page optimization (such as link building), and technical SEO (which focuses on site architecture and speed). The ultimate goal of these practices is to ensure that the content is not only relevant to the users' queries but also favorable in the eyes of search algorithms.

By effectively implementing SEO strategies, businesses can increase their online presence, attract more visitors, and ultimately drive more sales or leads. Other options like centralizing marketing data, determining optimal pricing, or creating marketing materials, while important in their respective contexts, do not relate to the fundamental purpose of SEO.