Search Engine Optimization is a marketing discipline focused on growing visibility in organic search engine results. SEO encompasses both the technical & creative elements required to improve rankings, generate traffic, and increase awareness in Google & Bing. Search engines can refine their ranking algorithms to better determine relevance and return results that better align with searcher intent. The keywords that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make an organization's success. Targeted traffic to a website can provide branding, revenue, and exposure like no other channel of marketing. Investing in SEO regularly can have an exceptional rate of return compared to other types of marketing and promotion.