What is the main function of Search Engine Optimization (SEO)?

The main function of Search Engine Optimization (SEO) is to increase organic traffic to a website. SEO involves a variety of techniques and strategies designed to improve a website's visibility in search engine results pages (SERPs). By optimizing content, improving website structure, and enhancing user experience, businesses aim to rank higher for relevant search queries. This increased visibility leads to more visitors discovering and accessing the website, which is essential for driving potential leads and conversions without relying on paid advertising.

The other options focus on aspects that are not the primary role of SEO. Enhancing website aesthetics pertains more to design and user experience rather than search engine rankings. While driving user engagement is an important goal for websites, it is typically a consequence of effective SEO and quality content rather than a direct function of SEO itself. Similarly, optimizing paid advertisements relates to pay-per-click (PPC) marketing rather than organic search strategies. Overall, the primary goal of SEO remains the increase of organic traffic through better search engine visibility.