Introduction: The present research was carried out at Kalindi College, University of Delhi in 2017. Internet technology has transformed the world into a global village. Due to improved internet/ mobile connectivity and substantial increase in data use, any new or existing products can reach the customer easily through digital marketing. Currently, retail marketing websites attract more than half of internet users. It is not only important to create a content rich product catalogue for the retail website, but also to ensure that the website is at the top of the Search Engine Result Pages (serps) of the Google Search Engine. Methods: The various technical aspects of Search Engine Marketing (sem) of the retail website can be improved substantially by carrying out a comprehensive competitive analysis of existing retail websites. Results: The authors compared and analyzed the apparel category in three competitive retail websites using free Search Engine Optimization (seo) tools. Conclusions: The seo tool can be utilized for increasing website visibility and subsequently, sales revenue. This paper focuses on the link between sem strategy and seo technique for organic and paid search. It also discusses impacts of positive and negative ranking of websites and how such ranking can be improved adopting seo-friendly practices.