  Web spammers used Search Engine Optimization (SEO) techniques to increase
search-ranking of web sites. In this paper we have study the essentials SEO
techniques, such as; directory submission, keyword generation and link
exchanges. The impact of SEO techniques can be applied as marketing technique
and to get top listing in major search engines like Google, Yahoo, and MSN. Our
study focuses on these techniques from four different companies' perspectives
of United Kingdom and Pakistan. According to the these companies, these
techniques are low cost and high impacts in profit, because mostly customers
focus on major search engine to find different products on internet, so SEO
technique provides best opportunity to grow their business. This paper also
describes the pros and cons of using these searh engine optimization techniques
in above four companies. We have concluded that these techniques are essential
to increase their business profit and minimize their marketing cost.
