I've just read an interesting article about how to optimize the pages of our site.

It shows us five techniques that we can resume as follow:

Take care of Content, optimizing them for the web, write the most what you want to be found for.

Keyword-rich Navigation meaning to use keywords in the site links so that would be clear to a user but above all to a search engine spider that those links are relevant.

Captions meaning that images are important but spiders cannot "see" them so in this case are very important the name but also the caption of the image, put inside it the keywords.

META are no more so popular as in the past but they are still very important. Make sure they are all correct and contains words (and keywors) from the page content.

Take care of Page Headings so that page titles are SEO optimized for instance including page main keywords.

Here you can find the complete article