Search Engines (SEs) have become the most significant tool for retrieving information from the World Wide Web (WWW) against user-generated queries. Presently, the data available on the Internet is growing exponentially in three different dimensions i.e. size, processing power, & software intelligence. The WWW has evolved from being a collection of static content (web 1.0) to intelligent web (Web 3.0). To reach a large audience on the internet, it is now essential for every business to have a

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... site. However, to reach more viewers, a website must be visible on top of the Search Engine Result Page (SERP).This paper introduces the important concepts of Search Engine Optimization (SEO) and provides numerous guidelines for website developers to enhance the visibility of their websites in the eyes of search engines. The paper also discusses the role of link building for optimizing websites.