Search Engine Optimization (SEO) is the organic (unpaid) process of improving the visibility of a website on search engine result pages (SERPs), by including search engine friendly elements into a website. Search engine optimization is broken down into two core areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, keyword optimized and engaging content, and images. Off-page optimization refers primarily to back links (links pointing to the site which is being optimized, from other relevant websites). Most people think that search engine optimization is a waste of time in the digital marketing arena. But, that is far from the truth. SEO can contribute significantly to your online marketing campaign. How? SEO is the first thing that you incorporate in your website to make it visible in search engines. It makes it easy for both users and search engine robots to understand your website. Search engines bots crawl through millions of pages in a day giving people the answer they are searching for online. So how do you make sure your website stands out in the competitive online world and appears on first page of Google, Yahoo and Bing? Through Search engine optimization.