“Search Engine Optimisation” (SEO) is often presented as some sort of black art, and by implication, bending the rules. You’d expect the search engines to firmly disapprove, in that case. But SEO is actually about following all the guidelines and recommendations, published and unpublished, which will help search engines to find your web pages and to rate their relevance accurately. That’s why, far from dismissing SEO, the search engines are quite happy to discuss it, and the best practices. Google has a page about the subject, but most helpful of all is the big link at the top to its Search Engine Optimization Starter Guide. Some light bedtime reading for you.