Start with the basics and you will find success more quickly, according to Ron Jones. Knowing your target audience is probably the most important factor in designing a new site. This will help you anticipate their needs and the best keywords to use to keep them coming back.
After determining a set of 1 to 3 keywords per page, embed them on the page to help emphasize the content, he writes. He also discusses internal links, and also provides tips on the types of Web content, structures and technologies to avoid.