How many times have you witnessed on google that the moment you start typing something, associated words or phrases start popping up or you search for a desired product and websites having your product listing show up on the first page of google search results? Well! this process involves choice of keywords or phrases that are correctly mentioned on your website that enables google to crawl and fetch your website on the top from the list of the other competitive websites. So, how does google analyse what website to show for your search results? The mechanism of getting top rank on the google search results involve the understanding of SEO that is “Search Engine Optimisation”. In simpler form, it is a process of improving your website to enable it to increase its visibility for relevant searches. Search Engine optimization aims at channelizing and improving the quality and quantity of the website traffic. As a strategy, SEO works on the basic principle of how search engines work and is performed to gain unique visitors on the website who eventually will turn in to potential customers. In technical terms, SEO is a computer programmed algorithm that primarily studies the consumer buying behaviour, keeps a track of what is consumer searches for over the internet. Once, these algorithms manifest the interest levels of the consumer they real web ranking happens and hence, you see the google suggestions and search results as per your query. Search Engine Optimization targets unpaid traffic which is also called as natural or organic traffic. Unpaid traffic is an unbiased source of getting a visitor on your website and creating a brand awareness. Unpaid traffic originates from sources like image search, video search, academic search, news and industry specific vertical search engines. SEO can be performed basis on-page SEO and Off page SEO. A set of right keywords put together with a great content is strategy that business are opting these days to stand apart from the crowd.