Which digital marketing method focuses on getting free visibility for a website in search engine results?

The digital marketing method that focuses on getting free visibility for a website in search engine results is Search Engine Optimization, commonly known as SEO. SEO is the systematic process of improving a website's visibility in the unpaid, or organic, section of search engine results pages (SERPs). This means making a website appear higher in search engine listings, such as those provided by Google or Bing, without directly paying the search engine for that placement. The visibility is considered "free" because, unlike paid advertising where a fee is incurred per click or impression, SEO aims to earn a top ranking through ongoing optimization efforts rather than direct financial transactions with the search engine for ad space. The process involves several key components. First, it requires identifying relevant keywords, which are the words and phrases users type into search engines when looking for information, products, or services. Second, on-page SEO involves optimizing the content and structure of individual web pages; this includes crafting clear and descriptive page titles, meta descriptions (brief summaries displayed in search results), headings, and the text content itself, ensuring it is relevant, high-quality, and uses target keywords naturally. Third, off-page SEO focuses on building the website’s authority and trustworthiness across the internet, primarily through acquiring backlinks—links from other reputable websites that point to your site. Search engines interpret these backlinks as endorsements, signaling that your content is valuable and authoritative. Fourth, technical SEO ensures the website is easily crawlable and indexable by search engine bots (automated programs that scan and categorize web pages) and provides a good user experience, meaning it is fast, secure, and mobile-friendly. By implementing these strategies, the goal of SEO is to achieve a prominent position in organic search results, thereby increasing the quantity and quality of unpaid traffic to the website.