Elton D'souza; Gursheen Grewal; Divya Unnikrishnan; Neelam Phadnis
Abstract: Search Engine Optimization (SEO) is a way to get more visitors to your website by making it appear in the top searches for a query. It is a technique to obtain a higher ranking and drive traffic in the search engines. SEO has become necessary as the internet is a fast growing space and there is a lot of competition in the market to reach a higher position in the search engine. Web presence of an organization is the best way for it to reach out to its target customers which will in turn be profitable if it is optimized,. so if the name of the organization appears in the top of the search list it would be beneficial to them in increasing traffic as generally users prefer the first ten search outcomes. In this paper we have discussed about search engine optimization, paid and non paid search engine marketing strategies and the various factors which affect the SEO. Paid marketing strategies include Cost per click, Cost per impression, Adword Auction. Non Paid marketing strategies include s in tags and maintaining your website link structure.
Keywords: Search Engine Optimization, Paid/Non Paid Marketing Strategies, websites, page rank.