Search engine optimization or SEO, is the act of enhancing the quantity and quality of site visitors to a specific website or a particular web page by search engines. SEO aims at increasing the relevance of a website in search results besides drawing traffic from organic searches conducted by internet users. SEO targets direct traffic as well as unpaid search traffic. The techniques used in SEO are constantly evolving as more tools and techniques for search engine optimization are developed. SEO has the potential to drive site traffic to a particular website exponentially and create significant business profits. As a result of effective search engine optimization, websites can achieve first page listing in search results for selected keywords or key phrases. SEO provides numerous benefits to online businesses. On the one hand, SEO significantly improves a website’s search engine rankings by improving its on page and off page performance. Secondly, it can improve the business profitability by attracting quality traffic from organic searches and increasing sales. A few simple SEO techniques can increase the visibility of a site in search results for popular keywords or key phrases. Keyword research is an integral part of SEO, which determines the most searched keywords and key phrases that can improve a websites ranking. SEO ranks all keywords based on popular searches conducted by visitors to a site. These rankings are then used to determine websites relative positions. This relative ranking is determined by observing how a website ranks in search results for a particular keyword or phrase. Various SEO techniques are used to achieve first page rankings. These techniques include proper placement of meta tags, internal linking structures and optimization of site content to improve its search engine optimization. Social media marketing also provides a boost to a websites ranking by attracting quality traffic through social networks. Link building is a technique used to help a site rank higher for a particular keyword or phrase. This involves the exchange of links with other reputable websites for increased link popularity. In order to get a high rank in search engine optimization, a site has to undergo organic optimization. This process entails observing keyword research, optimizing web pages and engaging in content marketing to attract visitors. A website owners main goal is to rank higher for targeted keywords. Keyword research determines the most searched keywords and sub-keywords that are relevant to a site’s target audience. Optimizing web pages helps increase the website’s overall relevance in the niche. This process includes creating high quality content articles, blog posts and forum profiles that include targeted keywords. Content marketing assists in keyword research and helps improve rankings. It is a free technique which requires the creation of quality content articles related to the product or service to be promoted. Forums and blogs related to the product or service are used for sharing information and discussing issues. Search engines work faster when the website owners to cooperate with them. In order to be ranked high in organic search results from a site needs to provide the audience with content it is catering to. For instance a sports website has to offer sports-related information to its users. Search engines work much faster with sites offering relevant and fresh content. The increased traffic is also an outcome of SEO optimization. This occurs when viewers visit the website and find relevant information through relevant links. Webmasters can benefit from SEO optimization too. Higher search results lead to higher website rankings which lead to better visibility. Many online business owners prefer using SEO techniques to get a better online ranking. SEO is cost effective and does not take up a lot of time unlike traditional advertising methods. Web owners can use their own money to pay for the services. Other than that, a good SEO strategy will increase traffic, help a company make more profits and help it achieve the goals it had set out for itself.