Abstract
This paper focused is an analytic review of literature on search engine and search engine optimisation techniques from period 2005 to 2016. The paper focuses on various features of search engine optimization that will help the users to get the relevant and adequate information needed. The search engine optimisation techniques examines on the ranking of the search engine based on different features like page hit ratio, frequency of hits, on site optimization, off-site optimization, keyword optimization, layout, webpage optimization, hyperlink cited status, search query expansion, frequency of keyword, text statistics, popularity, freshness, and physical location of the user, availability of item, content property, user background, size of website, number of printed pages, zoning information, link analysis, user logs, meta tags, user recommendation, user web service visit, average page view per visit, average number of conversion obtained per visitor, pay per click, website structure, pages and code optimization, link structure analysis, web content, web page description through content analysis methodology, approach taken is longitudinal, funneling approach. Various databases were searched using ‘search engine’ and ‘search engine optimization techniques’ as keywords. The findings indicate that search engine optimization is widely used technique which helps the users by providing relevancy, adequacy, timeliness and convenience to get correct information by generating search engine result using different features mentioned above.