Search engine marketing is the practice of designing, running and optimizing search engine advertisement campaigns. It is not exactly an appropriate strategy for every website as other marketing strategies can be more effective, such as paid advertising through pay per click campaigns. But this depends on the site operator’s goals. In layman jargon it can simply be told as the difference between paid and unpaid priority ranking in search results. Its purpose is to give prominence more than relevance. Web builders regard this with utmost importance with consideration to visibility as most people navigate to the primary listings of their search. A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade clickers, enabling site owners to measure results,thereby improving a site’s conversion rate. In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public, which revealed a shift in their focus towards “usefulness” and mobile search. In recent yearsresearches show that there has been a boom in the mobile market, overtaking the use of desktops. Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, providing a mobile-friendly version which allows companies to measure up their website to the search engine results and how user friendly it is. SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. Search engines can change their algorithms, impacting a website’s placement, possibly resulting in a serious loss of traffic. It is considered a wise business practice for website operators to not heavily depend on search engine traffic and liberate themselves from being completely reliant. In addition to accessibility in terms of web crawlers, user web accessibility has become increasingly important for SEO.