Nowadays, search engine is the network application that has most of users and the highest of use
frequency. Moreover search engine optimization that in order to improve website ranking in search
results is becoming a hot research recently. This paper aims to analyze the principles of search engine
optimization principle, to research in detail the website optimization strategy based on search engine
from keywords, website structure, pages and code optimization etc. From the perspective of search
engine optimization, the purpose of ranking optimization is to increase click rate and customer
transition rate, so as to popularize the website and maximize the enterprise profit.