Abstract: This article explores the study on impact of search engine optimization (SEO)and how bounce rate is used as a marketing tool. Search engine optimization plays a major role in the marketing world. SEO helps to develop the individual websites and web pages to get higher rank in the results. Bounce rate refers to visitors visiting the page and leaving immediately without taking any actions. From the study it is found that the majority of the respondents are not aware that SEO is used as a marketing tool. High bounce rate is found due to the slow loading of the web page and adding new content increases the frequency of crawling. SEO is found to be an important marketing strategy that is used to increase the sales and target the audience