What is the purpose of SEO?

The purpose of SEO, or Search Engine Optimization, revolves around improving a website's visibility and ranking in search engine results. This involves employing various strategies such as keyword optimization, content creation, link building, and technical enhancements that align with search engine algorithms. By optimizing these elements, a website is more likely to appear higher in search results when users query relevant terms, which can lead to increased organic traffic.

Improving visibility is crucial because higher-ranking pages are more likely to attract clicks from users, thus driving more potential customers to the site. This process is ongoing, as search engines frequently update their algorithms, requiring continual adjustment of SEO strategies to maintain or improve rankings.

The other options, while important in their respective contexts, do not capture the primary goal of SEO. Enhancing website security is vital for protecting data, analyzing competitor traffic patterns can inform strategic decisions, and improving user experience through design changes can result in higher engagement; however, these activities are typically considered auxiliary to the main goal of enhancing visibility in search engine results.