Search engine optimization: A review

As the popularity of web has increased significantly over the years, millions of people use search engines to discover information. But search engine users are interested only in top few result pages. So promoting a website in search engine result is a major task in website development. Here, search engine optimization (SEO) comes in the picture. Search Engine Optimization (SEO) relates to the activity of optimizing individual web-pages or the entire website that makes them friendlier and most importantly helps them acquire higher raking in the search results. The core methodology used in SEO is to upgrade both content and associated coding of the website to improve its visibility and prominence in organic searches made by the search engines. All the major search engines such as Google, Yahoo, Ask, Bing, etc. rank web-pages based on certain factors that affect its ranking; therefore, SEO aims at generating the right types of signals on the web-pages.These optimized websites obtain better ranks, and typically gets more traffic. But sometimes black hat SEO techniques are used which mislead the search engine and increase page ranking higher than deserved in search engine.This paper presents the main concept of SEO by reviewing its relationship with search engines, some of the main SEO techniques used, white hat VS black hat techniques and SEO as a marketing strategy