Search Engine Optimization (SEO) or Natural Search is a way of improving the online visibility of a website or a web page in a search engine’s unpaid results. The more frequently a website appears in the search results, the more visitors the website or web page would receive. This gives an opportunity to convert visitors into customers without spending on marketing. SEO focuses on optimizing the online presence of a brand or business so as to display its webpages at the highest possible result when a user enters a searches for its products or services. SEO helps in analysing how search engines work and the terms or keywords people use in their search, to optimize website content for better results. The SEO process may involve adding or editing a websites content, and doing HTML and associated coding to increase its relevance to specific keywords and remove barriers to the indexing activities of search engines. It further helps in increasing the number of backlinks, or inbound links.