There are some rules that every seo challenger has to respect:
The most commons are:
1) Use the title metatag carefully. It has to been optimized for your best keyword
2) The url of your site has an important role. If you have not a well know mark it would be better use a url with a keyword domain. For example if you sell bikes, use PucksEcologyBikes.com .Don't be scared by using long domains. In this century it is more common that someone search your name by google and don't write it directly.
3) You site must have more text as possible. And naturally that text has to be coherent with your keywords.
4) Use the alt attribute for images. Many people says that it's very important
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