magicman, it all starts with choosing the right keywords and keyword phrases. Here's my favorite tutorial for building a site for high search engine rankings:
Points to remember:
1. Keep the HTML as simple as possible. Avoid proprietary code.
2. Watch total page/file sizes. Keep them down to 30 at the most (the smaller the better, under 10 is good), maybe 50-60 if they're product pages with photos. If they're real big, break them down into separate pages, which will give you more to work with anyway, keyword and title wise.
4. Use a good logical internal linking structure, using important keywords in your link text. What makes good, understandable navigation to your site visitors is also good for good search engine placement. Use /directories/ for logical site organization, which is also good for search engines.
5. Give directory names and HTML file names meaningful titles - page2.html doesn't mean much to site visitors or search engines, for example.
6. Stick to the basics at first; master those, one element at a time, before doing anything complicated. Stay conservative in your approach to play it safe. Anything that seems to good to be true usually is.
Don't miss our "Thou shalt not" thread:
7. Be judicious with reciprocal linking. Stay away from mass linking programs.
8. Read, read, read here at the board. Even what seems to be complicated and over your head at first will still sink in sub-consciously and start to reflect in your efforts.
9. Feel free to ask questions - we all had to start the same way, and all of us are still learning.
10. Follow only the most reliable, up-to-date information available. That's why I stayed here, and I'm learning daily. :)
Welcome to the board!