This document discusses various techniques for optimizing SQL queries in SQL Server, including: 1) Using parameterized queries instead of ad-hoc queries to avoid compilation overhead and improve plan caching. 2) Ensuring optimal ordering of predicates in the WHERE clause and creating appropriate indexes to enable index seeks. 3) Understanding how the query optimizer works by estimating cardinality based on statistics and choosing low-cost execution plans. 4) Avoiding parameter sniffing issues and non-deterministic expressions that prevent accurate cardinality estimation. 5) Using features like the Database Tuning Advisor and query profiling tools to identify optimization opportunities.