Make sure you break your site up into reasonable (900 - 1000 word) pages and optimize each page for a specific keyword or keyphrase. Try for around a 3% density of the keyword (i.e. it appears on average once every 33 words) in the text of the page. That may make your copy slightly lilted compared to traditional published text but its search-engine friendly! You can play around with loading the keywords in the top 1/3rd or top 1/3rd and bottom 1/3rd of the page but the difference is usually negligible (may be the differentiator in a highly competitive niche though).
Next make sure that you name each page to include its keyword(s) in its filename and use hyphens to separate the keywords (keyword1-keyword2-keyword3.htm etc.) some people prefer underscores but hyphens have so far worked for me.
Link using text-links (as opposed to graphic links) and use the keywords in the link text (
keyword1 keyword2). I know that graphical links and rollovers look nicer but by sparingly using <divs> and CSS background-colors / hover colors you can achieve pleasing results without graphics.
Structure your site in 2 or 3 'levels' and make sure that all of your level 1 pages are linked on every other level 1 page. Keep your links clean and easily accessible (i.e. don't have them nested inside 20 nested <div>s or <td> such that a bot gives up before it finds them. Make certain that you don't have <div>s overlapping links (Google's algorithm may sometimes think you are spamming keyword links and trying to hide them). I had that problem once and Google would not index the site fully for months until I finally realized the problem and fixed it.
If you use dark colored link text over a light jpg or gif background (or vice versa) check in a browser with graphics turned off because my experience is that Google assumes background graphics are transparent compares text against background colors. If there is low contrast between text and background then Google's crude contrast comparison test may discard the link as spam.
Make sure all of your lower level pages are linked to multiple upper level pages in the main visible body text, again using the keywords in the link text.
I have one site, doing-business-in-japan.com that has a
PR=5 with only 2 or 3 incoming links all from other sites created by me, i.e. its
PR was established primarily by internal linking. It has had that
PR continually since 3 - 4 weeks after it first went online. And I am merely an amateur so if I can do it believe me so can you.
Now all you need to do is go and stick a link in 36,000 Wiki sandboxes and you are a pro :-) (just joking on that last piece!)
Chris