The technology age and the advent of the internet have dramatically changed the buying habits of consumers and the way businesses promote and sell their products. The ease of access to information on the web opened a whole new range of options for the average user and changed the business landscape.
The internet became a veritable arena of products, services, ideas and businesses competing for the internet users’ time, attention and money. The shift to online marketing turned the search engine results pages into a new marketplace for businesses and consumers.
The need of businesses for strong online presence gave rise to a marketing discipline now popularly known as search engine optimization or SEO. SEO refers to the strategic development or enhancement of a website to increase organic traffic through search engines.