Modern times, when the majority of people seek information related to their desires and needs on the internet, can be called the era of digital marketing. In this era, traditional marketing mediums such as television, print, and radio are used less and less, and this is more noticeable among younger generations. Younger generations also create their own content, perform tasks, and socialize through social media. In order not to lose customers, employers must adapt and stay in trend, particularly smaller and traditional companies and crafts. Since potential customers today begin almost every purchase by searching the internet, it is crucial that every business, even the smallest one, is present online if it aims to reach a larger number of clients. One such craft will be discussed as an example at the end of this paper. Before the practical part the theoretical aspect related exclusively to search engine optimization will be explained. Throughout the paper will be explained the functioning of a search engine, the concepts of black hat SEO and white hat SEO, as well as on-page SEO and off-page SEO and all their elements. The impact of social media, SEO for local businesses, and a few negative influences on SEO will also be briefly mentioned. The process of analyzing keywords, website content elements, and technical components will be described in the example. Ultimately, website optimization will be verified using online SEO tools. In the end, all of this will be illustrated through an example, as mentioned earlier. The purpose and goal of this paper are to point out the importance and complexity of optimizing websites for business entities.