An Overview of Search Engine Optimization

The present era of digitalization has resulted in enormous amount of data lying on the web which demands in quick and easy access to the relevant information. Search engines are the powerful platforms that process users' query sent in the form keyword or a phrase to locate a particular information stored in their huge databases. But the extensive range of sites make it a tedious and endless job to extract the most significant information. Progressively search engines started adopting certain criteria such as quality of the content or keyword analysis to rank a website in the organic results. Since branding is the pillar to business success, companies and professionals are competing to make their website superior from each other's. This led developers to seek out and analyze the search engines and it's working to rank their websites on the top. Gradually it was known that Search Engine Optimization (SEO) is the mechanism that determines these factors and affects the ranking and visibility of a web page on search results. This paper aims to review the literature of previous studies and research to help readers gain an insight and retrieve necessary information about SEO and its practices. A part of the paper also refers to the general quality of a website in perspective of SEO. To aid developers and site owners, we complied list of best SEO techniques that can leverage organizations for improved brand development.