SEO (search engine optimization) involves increasing the quantity and quality of organic traffic from search engines to a website. It works by optimizing content for relevant keywords so search engine algorithms are more likely to include the content in search results. The goal of SEO is typically to generate leads and increase organic traffic and keyword rankings. Performance marketing is a form of digital marketing where advertisers only pay for specific measurable actions like leads, sales, or other outcomes. It includes channels like social media ads, display ads, search ads, affiliate marketing, and sponsored content. SEO has a major effect on marketing performance by helping companies gain backlinks, improve search rankings, and convert more traffic to leads, thus supporting business growth.

1. Group 10
By. 21032 Akshit Ramesia
21034 Afrin Kazi
21035 Ridham Patel

2. What is SEO?
 SEO stands for Search Engine Optimization, which is the practice of increasing
the quantity and quality of traffic to your website through organic search engine
results.
 SEO is the magic you have to work on your article in order to make Google very likely
to include your post as one of the top results whenever someone searches for that
keyword.

3. What goes into SEO?
 Quality of traffic. You can attract all the visitors in the world, but if they're coming to
your site because Google tells them you're a resource for Apple computers when really
you're a farmer selling apples, that is not quality traffic. Instead you want to attract
visitors who are genuinely interested in products that you offer.
 Quantity of traffic. Once you have the right people clicking through from those search
engine results pages (SERPs), more traffic is better.
 Organic results. Ads make up a significant portion of many SERPs. Organic traffic is any
traffic that you don't have to pay for.
To understand the true meaning of SEO, let's break that definition
down and look at the parts:

4. Organic search traffic is specifically any unpaid traffic that comes from SERPs

5. How SEO works ?
 Search engines have a program, which is called as
small machines or bots.
 The bots go to the internet server and crawl all
the content that is not restricted or allowed for
access.
 After crawling or reading it bring a copy of that
content, webpage/website to its server. (From
the internet to Google server)
 Google server now will have an organized storing
of such content from various websites found on
the internet servers
 Whenever a user queries on the front end of
Google, Google gets all the relevant content and
serves it to the user. This is how most of the
search on website or a query to normal DB
works.

6. What Is the Goal of SEO?
 Increasing organic traffic
 Increasing keyword rankings
 Ranking for more keywords
 In order to gain leads, you need organic traffic. And in order to gain organic traffic, you
need to rank highly for keywords your audience is searching for.
For the majority of businesses, the goal of SEO is to gain leads from search
engines by:
A keyword is simply a word or string of words someone types into a search
engine. It could be “how to bake chicken without burning the pan” (guilty) or “personal
injury attorneys near me.” A key component of SEO is making sure your website is
optimized for keywords relevant to your business.
What is a Keyword?

7. How Does SEO Impact Business?
 It doesn’t matter how many people visit your site if there isn’t any new business to show from it. SEO
targets what people are searching to drive “more qualified traffic” to your site, this way you increase
your chances of more valuable opportunities and leads. Sure, ranking at the top of the page for the most
amounts of searches is important, but not if they don’t pertain to what you actually do.
 If your company sells car parts, you don’t want to be ranking high in the search engine for bike parts.
Sure, more people will visit your site but they won’t buy anything. This is the main reason why SEO
Strategies are important. You want to attract business, but it’s more important to attract the right
business in order to stay in business.
 For those more visual learners, here is a flow chart showing how SEO can ultimately lead to more profit
for your business

8. What Is Performance Marketing and Why Does It Matter?
Performance marketing is an approach to digital marketing or advertising where businesses only pay
when a specific result occurs. This result could be a new lead, sale, or other outcome agreed upon by
the advertiser and business. Performance marketing involves channels such as affiliate marketing,
online advertising, and sponsored content.
The main thing that separates performance marketing from other types of marketing is the way
businesses pay for their campaigns. Rather than paying up front or by month, advertisers pay when a
specific action takes place.

9. Channels used in Performance Marketing on Business
Performance marketing may involve using various types of digital marketing and advertising channels,
including the following.
 Social media advertising - With social media ads, you can reach a
broader audience on social media. Social media advertising offers
various ad formats, payment models, and targeting options.
Like with other types of online advertising, you can target specific
types of users with your social media ads. Advertising allows you to
reach more of your followers as well as users who don’t follow you.
 Display ads - Display ads include banner ads and other types of visual advertisements that display on
websites your audience visits.

10.  Search engine advertising - You can also place ads on search engines. These ads are excellent for
increasing online visibility since more than 90% of online experiences begin with a search engine.
 Affiliate marketing - Affiliate marketing is a type of online marketing in which an individual or company
receives payment for sending new leads or customers to a business’s website.
 Sponsored content - Sponsored content combines aspects of online advertising and content marketing.
It involves creating content such as a blog post or video and paying for its inclusion on a website that
regularly publishes similar content.

11. Effects of SEO on Marketing Performance of the Companies
SEO nowadays plays a major effect on business. SEO helps in growing a business from small scale to
large scale. AS it helps in gaining traffic from various sites and helps in receiving backlinks or link juice
from various sites which improves the ranking of website on Google.

12. Worthy content along with SEO becomes a great combination which helps in easy ranking . Easy
ranking means easy gaining of traffic and this traffic later on is converted into leads which helps in
success of business .
As nowadays none of the business can grow without online marketing which is done by the digital
marketing And SEO is a important corner of digital marketing. SEO is known to be as the most integral
part of website as it is the main source of organic traffic on website

13. CONCLUSION
SEO tools are an important consideration to help optimize a companies
website for search engines.
SEO nowadays plays a major effect on business. SEO helps in growing a
business from small scale to large scale.