Search engine optimization or SEO is the process of optimizing the website and getting it onto the top of the list. There are various ways of optimizing the website as reviewed in this paper. The paper is a summation of the various review papers done by different researchers in different countries. It showcases the key determinant variables from various studies and their criteria in the implementation based on the purpose of the website design. Search engine optimization (SEO) is making small modifications to website. These modifications have a collective impact on the optimization of the website. They improve the user interface and performance of the website. It is a common practice for search engine users to click only the first 5 - 7 websites in the search engine and not search through the remaining pages of search results, so to rank the website in the top 10 search results, optimization is required. This article talks about the optimization techniques used across the various sectors and countries for their websites. The paper majorly focuses on building academic websites visibility.