The internet is filled with an enormous amount of information as there are more than 1.6 billion websites available online. Since searching for a particular piece of information is very difficult with such a scope of possibilities, we need search engines to help us navigate. Search engines are intermediate algorithms that filter websites or hits and display them in a manner that best suits any search query. However, just a bare existence of a webpage does not mean that it will be visible to the public by default. This is where SEO or search engine optimization comes into play. It deals with ways of increasing the position of websites in unpaid (natural, organic) search results. Within this framework, the aim of this diploma thesis is a systematic overview of website optimization procedures, which in the case of commercial activity indirectly means a higher turnover or more visitors, better recognition of the offer, a larger number of potential customers and with it more sales of products or services. To achieve this, we mostly focused on the optimization of small websites. In this diploma thesis, we first answer general questions about SEO and then describe the specific characteristics of small websites. For the empirical part of the thesis, we applied the SEO approaches systematically to the website starinskasvetila.si, which proved that they were incredibly beneficial and effective.