SEO has two basic components: making your site seem good and worthwhile, and associating it with particular search terms. Making it good and worthwhile and not-

SEO has two basic components: making your site seem good and worthwhile, and associating it with particular search terms. Making it good and worthwhile and not-spammy mostly has to do with incoming links, and having fresh content. Reach out to blogs and other sites in your domain to try and collect back-links. In order to find what terms you should associate with your site, do some basic research on search volume (google has some tools for this). Once you have the terms you want to rank for, it's a matter of making them more prominent in your site. Header tags, the title tag, the first 100 words of your body copy (p tags), and your URL structure (readable & hierarchical) have the strongest impact on this, as does the anchor text of both internal and external links. Meta description doesn't impact your ranking, but it does impact click-through in the search engine listings because it's the default text the search engine will display under the title. The last part is making sure that content is available in text form on your page. Banners that are in flash or image files should either be replaced with images, or you can do graceful degradation by having the text be replaced with images via javascript (this is consider OK by google so long as the replacing image contains the same text). If you have videos, include transcripts or at least summaries. If you have lots of images, use the alt attribute. Don't make things Ajax unless you really need to. The last recommendation is don't spam. You'll get penalized. Spamming is putting more SEO-bait than content on your page, and/or placing content that search engines will see but most users won't (putting the same content in different forms is ok). Most tricks you can think of, someone else has thought of first, and you will get burned for it. Done properly, white-hat SEO and accessibility overlap very well, since search engine spiders are basically low-capability browsers.