The essay treats search engine optimization for Google. A literature study is done to answer which methods are the most efficient to achieve as good result as possible and which methods Google does not consider follow their guidelines. An empirical study is also performed by sending out several questions about search engine optimization to consultants in SEO in Sweden. Several “on-page”-methods and “off-page”-methods are presented and also a few methods which are against the guidelines of Google. The methods which are the most efficient when it comes to search engine optimization are different if you compare the literature from a couple of years ago and what the consultants in SEO use today. The results from the literature study indicate that keywords is the most important method while the consultants in SEO say that links should be prioritised. The methods which are the most efficient change and will be continued to change since the web is growing and more web pages are created which results in a higher degree of competition.