Once you have your well-honed list of keywords and your short- and long-term strategy worked out, you'll optimize your site through means such as:

• Navigational linking structure
• Strategic links in your body text
• Headings
• Title tags (these are very important)
• Meta tags
• Alt tags

Pay attention to the anchor text of your links (the text that shows up in the link). That's where you want strategically placed keywords.

Also try to get some one-way incoming links from high-quality websites in your industry. Make sure the anchor text of those links is varied (so it looks natural) and features the keywords you are targeting in both your short- and long-range search engine optimization strategy.