Though a lot of people make lots of money out of pretending that website optimization is a black art, there  are only a few basic rules you need to follow, when creating your pages, such as:

• Use plenty of descriptive text on your pages.
• Create a unique and relevant Title tag for every page.
• Ensure you have a meta description tag with good text.
• Put together a list of the most relevant keywords from the page.

And do this for each page individually.

Yup - it's a real bore and takes ages. That's why hardly anyone does it.