Search Engine Optimazation "SEO" gets visitors to the web page. The web page must then convert a casual visitor into a prospect. To do this, the web page must not appear stilted or lack credibility. Web pages must not contravene the Terms of Service of each search engine. A contravention might trigger permanent removal from the search engine database and thus zero resulting traffic. This largely means that the search engine spider sees what the human visitor sees.
SEO is best done initially as the website architecture is being determined and as the individual pages are being constructed. Over time, web pages can be 'tweaked' to reflect changes in the market place and what is learned from website traffic.
6.3. Meta Tags
6.4.1 Overall website design and web page factors
3.1.1 Text-based internal links, simple dynamic URLs, single database variables, no FRAMES, careful use of 'invisible' content such as Images and Flash
6.4.2 Less visible elements
3.2.1 Title (keywords early)
3.2.2 Description metatag (useful for Ya and used by Go on the SERP)
3.2.3 Keyword metatag (not a factor except for Ya as source of associated words e.g. mis-spellings)
3.2.4 NOSCRIPT tag (use only if need to add content to compensate for invisible content, e.g. Flash, Frames)
6.4.3 Inlinks/Backlinks
3.3.1 Link text (appropriate inclusion of keywords)
3.2 ALT text for linking images (appropriate inclusion of keywords)
6.3.4 Page Content
3.4.1 Headings (keywords early)
3.4.2 Bolding (in line with human visitor page clarity)
3.4.3 Body of text (appropriately, particularly in starting and wind-up paragraphs)
6.5.1 Link Building Using Expired Domains
6.6. Ongoing monitoring of website traffic to observe how visitors arrive, how they move through the website and then convert to prospects.
6.7 Reasons Your SEO Does Not Work