Isn't that a good question? Here's the thing, a lot of these "EXPERT SEO" companies/people that talk about all of this on-page secret super cool tricks and techniques are about 80% hot air. They gotta have something to sell after all...

Of course there are some things some spiders don't deal with all that well (as previously mentioned Flash, javascript, frames etc...) But aside from avoiding putting key nav links inside things like this, there isn't a lot to know.

Some basic things you should always do:

Have a good title. Title is important. Ideally have your key search terms in the title.

Have a good description relevent to the contents of each page. Don't just write one description and clone it onto every page throughout your site (same goes for titles).

Keywords, do a few if they aren't too much trouble - personally I think they're a waste of time. I'm not alone either.

Danny Sullivan from 2002:
"Now I can make my advice about the meta keywords tag even easier. Just don't use the tag at all! Obviously, if you personally find it or believe it to be useful, keep doing so. But I suspect it's just a waste of time, for most people."

Have good navigation. Make sure it's easy to get to anywhere from anywhere on your site.

Use alt text on images and use good link text relevant to your search terms or 'page theme' every chance you get.

That's all pretty basic stuff.

Beyond that get links. Lots of them. Find sites (ideally sites in your general subject of interest) that will link to your site. Build inbound links, maintain a nice clean ship on your site and frequently add/update/maintain your content and there you go. Bob's your uncle...

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