Search engines are becoming the main tool between users and all the information available at Internet. The good positioning of a website in a search engine results is a differential of the market, for it allows significant increase on the traffic of the website as well as enforcement in the brand. This research involved users and developers, with focus on the Internet, with the purpose of pointing guidelines for the design of search engine optimization related to search mechanisms on the Internet. The methods were: questionnaire; analysis of Google Analytics reports, development of an optimization project in a case study; evaluation scale of Likert, and task analysis with users. From the obtained data it is possible to affirm that the developers aren't working adequately within the search engine optimization and the users are accessing more and more search engine websites.