Add to ORKGThis thesis discusses building an effective and profitable website. One of the aspects of building a website to meet this definition is optimizing it for search engines. Search Engine Optimization (abbr. SEO) is crucial for all web projects that aim for attracting new visitors. This thesis contains theoretical background of search engine optimization. It covers search engines from their early history up to a description of contemporary algorithms. Another section of this thesis discusses a practice-based analysis following earlier described factors considered to be important by today's search machines. The final section contains results of applying this analysis on a real project and rating the impact of given theories