Marketing has evolved since the time human started trading, with the rapid development in technology there is a shift towards digitalization. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are domains of highest priority when dealing with digital marketing. In recent times marketing strategies have been shaped by technologies such as AI, Big Data, IOT, Ml have evolved to a great extent with beneficial responses for an organization’s growth. The aim of this survey paper is to give an overview of research on evolution of digital marketing, SEO and SEM strategies and differentiating amongst various tools and techniques.