SEO (Search Engine Optimization) is the optimization of a website according to a search engine. The aim of this process is to achieve the highest possible position in the search results. This increases the popularity of the website, as well as increases traffic. The scope of SEO is divided into: optimization (on-site SEO) and link building (off-site SEO). On-site SEO includes technical optimization – adjusting the website to meet current search engine guidelines and content verification, which is an important ranking factor. Off-site SEO activities consist of acquiring valuable links to the website. The links are an indicator for the search engine that the website contains valuable content.