Search engine optimization is kind of an art... There are
things all website owners can do in order to enhance their
search engine rankings. Some of the things include

1) Placing your desired keywords in your title tags.
2) Adding some of your keywords to your meta and description tags in your header.
3) Having keywords in the text on your web pages.
4) Getting links to point to your site using these keywords.

There are other things you can look at to such as tags and internal links, but really, the best SEO happens off of your website. Now, the search engines are more and more looking at who is pointing to your website and how they are pointing to it.

If you put more attention off of your website, you will get far better results in the Search Engines that you will if you only focus on your website. Search engines are moving into how well your site is valued and not how much you can add your keywords to your website.

If you focus on creating a site other people would like to link to, they will link to it. Concentrate on creating a high quality, valuable website, and the rest will generally take care of itself.