On page optimization

• Pertinent meta-data including geopositioning
• HTML compliance
• Logical and readable keyword positioning in content
• Semantic web (RDF)

Keyword analysis

Promoting a website requires lots of tools to tell us what's going on.

Fortunately, most of these tools are free. Anyone just starting should not spend a dime on analytical software. Maybe with time your site will require a more sophisitcated approach, but you won't have to spend money on software to find out.

Here is a fabulous list of free keyword and link analysis tools.