This chapter will focus on the principles and best practices of Search Engine Optimization (SEO), equipping students with the knowledge to improve the visibility and ranking of their digital assets on major search engines. Students will learn about on-page optimization techniques, the role of keywords and meta-tags, the importance of website structure and user experience, and the impact of off-page factors such as backlinks and social signals. They will also explore the evolution of search algorithms and the strategies to adapt to these changes.