Search Engine Optimization is not an exact science. However the following methods can be utilized to increase the possibility of your site's pages to be listed among the topmost items in a search engine such as google or msn.
If it is important, it should be in textSearch engines only index text. So important content should be textually present in your pages. Placing such information in images and flash will not get them indexed. Although there maybe some exceptions to that rule as SEs are getting more intelligent and extending indexing capabilities towards other file types such as pdfs, it would not be wise to depend on that fact.
If a page doesn't contain at least 250 words, some search engines won't bother to index it. It's preferable to have 500 words or more if possible, on a page. You'll get better results from the search engines if you have more text.
Text should be as close to the beginning of the page as possible, because there is a limit to how far down into a page a search engine spider will go to try to find text. It is generally agreed that this is 3kb. That's only about 80-100 lines of code! So make sure your text comes before some really long JavaScript menu in the code for the page, or else the search engine won't make it far enough into the page to index the text.
Optimize more than one pageJust optimizing the site root page is not enough. Other pages should be optimized accordingly too.
A good domain name is half the battle
Pick a domain name which would include at least part of what the users will be searching for. i.e. if your site is renting cars in a city called acme then the domain name should be something like www.acmecarrental.com.
Pick a good web hosting companyFree website hosting is usually bad for search engine rankings. There are several reasons for this. One would be that you are often not in control of the domain name you are given. Free hosts often place your site inside its own frame or place adds or annoying popups on your site. For more details
click here.
Another thing to consider is whether your web hosting company host spammers or pornographic sites which have a great potential to be banned by SEs. If this is the case then your site may also be banned for good by the SEs due to "association".
Static IPThe website should have its own dedicated static ip address. Big hosting companies typically use "dynamically assigned" IP addresses. This means that when someone types in your URL into his browser, the HTTP request is presented to your hosting company's server, which quickly assigns an IP address to your website files on its server and connects the visitor to your files. For some search engines this is a total turnoff.
Keywords
Figure out the right keywords for each page to be optimized and place them inside the <title> and <meta> tags within the <head> tag. Ofcourse the title of the page should make sense as it is displayed but you can use the meta tags to specify more key words. However the keyword meta tag has become obsolete now since major SEs like google completely ignores it. Yet it doesnt hurt to have them inside the pages all the same.
i.e. <meta name="keywords" content="acme,cars,rent">
The <meta> description tag is a description of the page. This tag should describe the specific page it is on, not the whole website. This is the description of the page that shows up at the search engine when someone is lucky enough to find this page in his search.
i.e. <meta name="description" content="Toyota Prius rental package,car features,fee">
CAUTION : Don't repeat individual key words more than twice in any one meta tag because that can get a site banned from search engines
The <title> tag must contain the main keyword phrase for which you are optimizing that page. Google in particular places heavy emphasis on what is in your page's <title> tag. So does MSN. IMHO the <title> tag is the most important tag which can be used to get the pages indexed so get it right.
In addition, the same keywords should also be present in the body (content) of the document. It also seems to help to put the key word phrase near the end of the text, too. Search engines use a factor called "key word density" to determine how relevant that key word you're using is to the page. If it shows up a few times in the text, it is more "dense". Key word density is a good thing, up to a certain point.
Page Headings
Put keywords inside headings using the <h1>, <h2>, <h3>, etc. tags. Search engines will look for and index headings when they index pages. Some people detest using headings because they tend to be ugly. You can easily bypass this using a simple inline style command, like this:
<H1 style="margin-bottom: 0px; font-size: 12px;">
Images and Alt tags
Images on a web page should contain a little text description that only shows up when you move your mouse over the picture. That little description is called an "ALT tag". These ALT tags are necessary since some SEs index them. Hence be sure to include keywords in them. This will also help SEs index the images in your website.
Anchor tagsHyperlinks in your site will utilize anchor tags. You can include keywords inside these tags too. i.e. <a href="prius.html" title="Toyota Prius Rental Package"> Toyota Prius </a> These "titles" for the anchor tags get indexed by the search engines.
HTML validation
Validate the page html to ensure that your html code conforms to standards as much as possible. The more the conformance the easier it is for the SE crawlers to go through your page. You may use online tools such as the one found
here to do this.
Manual SE registration
The site should be submitted to (registered with) the search engines (like Google and MSN) and directories (like Yahoo! and the ODP). Most of these are free.
Links to your site
Go out and find as many other websites as possible that might have an interest in linking from their site to yours, contact them and convince them to set up such links. The more links there are to your site, the more relevance it will get in most SEs.
i.e. Google Page Rank
Page rank is Google's way of measuring your rank in terms of links to your site from other sites, based on both quantity and quality. Google page rank varies from 0 (terrible) to 10 (ideal). If you have lots of links from sites with low page ranks, they will mean very little to your page rank, whereas even a few links from other sites with good page ranks can make a difference. That doesn't mean you should cancel existing links. They still have value.
I'm sure there are many more means by which you can do SEO. Please take some time to comment on them too.
Hope this helps.