With the increasing popularity of the Web, people are inclined towards using the Search Engine. The users are interested in the top websites and this is where SEO helps. Search Engine Optimization affects the presence of the website and it is increasing the quality and quantity of traffic to the firm’s website. There are several benefits of SEO such as –increasing relevant and quality traffic, no need to pay for the SEO, resulting more clicks than PPC (pay per click), complementary to PR efforts and dealing with competition. Optimization should be done keeping in view the target user as most searches are done using keywords. This increases the rank in search engines like Google which is profitable for the company. Google is allegedly the most friendly search engine providing the best results. Summarily, SEO is an essential part of the marketing toolkit.