The study examined the relationship between Search Engine Optimization (SEO) practices and organizational performance of tourism businesses in Central Division, Kampala District. A correlational survey design was employed with a sample of 123 respondents including tourism business owners, managers, and digital marketing personnel. Data were collected using structured questionnaires and analyzed through descriptive statistics and Pearson correlation analysis. Results revealed a significant positive relationship between SEO practices and organizational performance (r = 0.791, p < 0.01). Specific findings showed that keyword optimization (r = 0.746, p < 0.01), content optimization (r = 0.718, p < 0.01), and technical SEO (r = 0.689, p < 0.01) significantly influenced performance outcomes. Tourism businesses implementing SEO practices experienced increased website traffic (76%), improved online bookings (71%), and enhanced search engine rankings (68%). The study concluded that SEO practices were critical determinants of organizational performance in Kampala's tourism sector. Recommendations included adopting comprehensive SEO strategies, investing in SEO training and tools, conducting regular website audits, and integrating SEO with broader digital marketing initiatives for sustained competitive advantage.