The Herschel-Bulkley rheological parameters of an environmentally friendly drilling fluid formulated based on an Algerian bentonite and two polymers-hydroxyethyl cellulose and polyethylene glycol-have been optimized using a genetic algorithm. The effect of hydroxyethyl cellulose, temperature, pH and sodium chloride (NaCl) on the three-parameter Herschel-Bulkley model was also studied. The genetic algorithm technique provided improved rheological parameter characterization compared to the nonlinear regression, especially in the case of drilling fluids formulated with sodium chloride making it a better choice. Furthermore, the oscillatory test offered more reliable yield stress values. The rheological parameters were found to be very sensitive to different conditions. Yield stress and consistency index increased with increasing the hydroxyethyl cellulose concentration, reaching maximum at a temperature of 65 degrees C and decreased with decreasing pH and also when adding sodium chloride to the drilling fluid. The flow index changed inversely to yield stress and consistency index. The physical origins of these changes in rheological parameters were discussed and correlation between variation in rheological parameters and bentonite suspension properties were concluded. Based on these results, it is recommended to use the proposed formulation of drilling fluid at high temperature and when the formation of alkaline pH is encountered due to the gelation mechanism and to select the optimum concentration of NaCl to avoid degradation of the rheological parameters.