The basic search engine optimization should include:
Use the META TAGS to place the Title, Description, Keywords and Keyword Phrases and Image Alt. The meta tags should be placed between <head> and </head> tag.
<title>title of your web page</title>
Title of your web page should contain your most important keywords and keyword phrases. It should be kept in less than 12 words.
<meta name="description" content="description of your web page">
Description should say about the most important topics of your web site. Description should include the most important keywords and keyword phrases.
Keywords and Keyword Phrases
<meta name="keywords" content="your keyword and keyword phrases">
All keywords listed here need to be shown on the body text. Otherwise, the site will be penalized by some search engines. Use specific keywords to attract the right people - the buyers, not the site visitors. The more specific your keywords, the better.
<img src="image file name" alt="screen tips" border="1">
The screen tips will be visible on mouse over in older browsers or they will be displayed when your visitors have the graphics turned off. General advice is to place some keywords in this area.
Do not ignore the text on your web page. This is the very first segment of the page for the search engine to be seen. The text must contain the keywords or keyword phrases in different variations. Use keywords or keyword phrases in the right places on your web page. Whatever you listed within the meta tags should be found in the text on your web page. Keep the title and the description short. Do not capitalize every word. Also, content text should be at least 250 characters.