A business wants to enhance its online visibility. Which marketing tactic focuses on increasing organic search results?

The correct answer is search engine optimization (SEO), which is a marketing tactic specifically designed to enhance a website's organic search results on search engines. SEO involves various strategies, including optimizing website content, improving site structure, and getting backlinks from reputable sources. The goal is to climb higher in the rankings for relevant search queries, thereby increasing the likelihood that potential customers will discover the website when searching for related products or services.

Search engine optimization is distinct because it targets unpaid search traffic, focusing on the long-term growth of a site's visibility without direct costs associated with each visit. This is particularly valuable for businesses looking to build sustainable online presence and authority.

The other options, while effective in their own right, do not primarily focus on organic search results. Pay-per-click advertising involves paid placements in search results for immediate visibility but is not organic. Email marketing is used for direct communication with existing customers, and influencer marketing relies on partnerships with individuals to promote products, neither of which contribute to organic search rankings.