Abstract

Using search engines to find information is a very significant and necessary aspect of our daily lives and most of the online information can always be retrieved through search engines. It takes a lot of work to get a website to the top of a search engine’s results, therefore we employ several Search Engine Optimization (SEO) techniques to make it user-friendly. The main goal of each and every website owner’s is to provide their website appear at the top of all results on Search Engine Results Pages (SERPs). The practice of making a website more visible on search engine results pages is known as search engine optimization. SEO techniques are used to enhance the ranking of the web site and make it visible to the search engine. Depending on the rankings our web site will be placed in the search results. The main focus of this study is to make web site be visible only on top few result pages/places of the search result. So as to improve their appearance in a website, SEO make use of better ranking in the search result using the keyword selection and usage, high quality back links, rational website constitution, meta tags and rich content. Here, we have discussed several optimization schemes for the improvement of a website. Some SEO techniques studied in this paper are ON Page SEO, OFF Page SEO, Black Hat, White Hat and Grey hat techniques. This paper provides an in-depth examination of how a Search Engine (SE) functions, types of search engines, and various tools and strategies used for search engine optimization.

Keywords: Search Engine Optimization (SEO); SEO techniques; Page rank; White hat SEO; Black Hat SEO