John_Caius - 9:47 am on Mar 24, 2004 (gmt 0)

Ethical SEO:

1) Quality, unique, on-topic content
2) Titles accurately reflecting page content
3) H tags accurately reflecting text importance
4) Image alt attributes accurately describing image content
5) Incoming links from relevant sites and reputable directories, some with keywords as anchor text
6) Outgoing links to relevant sites that your users will find helpful
7) Hub and spoke within-site interlinking structure, where more important pages have a lot of other site pages linking to them with keywords in the anchor text.
8) Sitemap linked off the homepage to facilitate search engine spidering

That should give you a start. :)