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SEO in digital marketing is crucial for enhancing online visibility and driving organic traffic to websites. By optimizing content, using targeted keywords, and improving site structure, SEO helps businesses rank higher in search engine results. This leads to increased brand awareness and potential customer engagement. Effective SEO strategies involve both on-page and off-page techniques, including quality content creation, link building, and social media integration. Staying updated with search engine algorithms and trends is essential for maintaining a competitive edge in the digital marketplace.