Determine main theme of page. Each page should have a single message or purpose
For each page (or page theme) brainstorm keywords or phrases that you would like to lead searchers to your site.
2 to 3 word phrases work better than a single word
Come up with 3+ key phases per page
Rank the key phases in order of importance
Optimize page content with phrases
Start with your top key phrase
Incorporate your top key phrase into your content 5 or 6 times, use them towards the top of the page, and at the beginning of paragraphs or sentences. Also use the key phrase in the page title Meta tag and in page headings or bullet points.
Use your other key phases through out the text 2 to 4 times. Your secondary phrases should be related to your top key phrase, you do not want to confuse the search engine about your page theme.
Page Meta Tags - not visible unless source is viewed, except title
Keywords - just list the 3 to 4 key phrases you have already come up with, also any variations of those phases. Only provide keywords that appear in your page content. Additional words not in the page content will hurt, not help. (1024 max length)
Description - Write a short description of your page theme; use at least your top key phase in the description. (255 character max length)
Title - your top key phase
Linking Strategy
Internal Linking
Within page content refer to other important pages in your site. Use the keywords of the landing page (page to which you are linking) for your hyperlink text.
Navigation, use keywords in navigation structure
External Linking (Links from other sites to yours)
Have content that people find useful, and they will link to you. But you need to ask them to do it!
Ask organizations, associations you belong to put a link on their site to you.