Describe the role of search engine optimization (SEO) in advertising.

Search engine optimization (SEO) plays a crucial role in advertising by significantly improving a website's visibility in search engine results. When a website is optimized effectively, it means that it adheres to the best practices that search engines use to rank content. This optimization involves refining various elements of the website, such as its structure, content, and keyword use, to ensure that it appears higher in search results when users search for related terms.

By enhancing visibility through SEO, businesses can attract more organic traffic—users who find them through search engines without paying for ads. This not only increases brand awareness but can also lead to higher conversion rates as these users tend to be actively seeking the products or services offered. Therefore, SEO is integral to an effective advertising strategy, as it harnesses the power of search engines to connect with potential customers who may not be reached through traditional advertising methods alone.