Search engines play an important role in e-marketing in modern scenarios. Search engines provide search results. Display the results as a list. The ultimate goal of search engines is to optimize search results. Search engines optimize search results according to relevance. Search engines assign a rank to a particular web page depending on various factors such as keywords, link popularity, etc. Different strategies for search engines such as on-page and off-page Search engine optimization (SEO) can be considered to gain relevance of search results. This white paper examines known techniques for search engines to optimize search results. It also provides insight into various types of Search Engine Optimization (SEO) algorithms such as Penguin, Panda, etc. A comparative study of his SEO methods on time, cost and legal aspects is presented in our work. I'm also trying to find a new dimension of research on SEO.