Search engine optimization is a combination of the art and sciences required to make a web page rank and appear on the search engine result pages. The art requires building relevant content that aligns to search terms users want on the internet. While the science requires optimization of site layout and codes.
Online search engines are among the most popular tools that consumers use to discover information on the web. As a result, search engine marketing is becoming a dominant form of online advertising.
Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.