he majority of web traffic is guided by the major commercial search engines; Google, Bing, and Yahoo. Social media is a means of diverting traffic to a website as well. On the internet search engines are used as the primary means of navigation regardless of what the site provides; content, services, products, information, or just about anything.

Search queries are words and phrases that a user would type into the search box and that have immense value. Search engine traffic is extremely vital as it could either create or destroy the prospect of success of an organization. Targeting traffic to a website has the potential to render publicity, revenue, and exposure unlike any other medium of digital marketing. An investment in SEO could have an exceptional rate of return in comparison with other forms of marketing, promotion and ultimately sales.

Undoubtedly search engines are brainy, but human intervention is still needed. The major search engines namely Google, Yahoo and Bing strive toward improvement of technology so that the web can be scanned thoroughly and the search engine results page returns results that are useful for users. However, search engines no matter how robust they may be do have operational limitations.