ROLE AND IMPORTANCE OF SEARCH ENGINE OPTIMIZATION

Search Engines are an indispensible platform for users all over the globe to search for relevant information online. Search Engine Optimization (SEO) is the exercise of improving the position of a website in search engine rankings, for a chosen set of keywords. SEO is divided into two parts: On-Page and Off-Page SEO. In order to be successful, both the areas require equal attention. This paper aims to explain the functioning of the search engines along with the role and importance of search engine optimization.