The internet's modern loaded statement of 'expertise'. Search Engine Optimization (or SEO) covers a wide-range of topics, which, when you get right down to it, is really just intelligent website design, content development and pertinent linkage. There are very few 'magic bullets' and even fewer actual 'secrets' known. The reality is pretty simple: Google (and other search engines) index material using a complex algorithm with 200+ variables that range from 'keywords-in-your-domain' to inbound links containing a keyword from a .EDU website.
A usable, engine-friendly website, with content that makes sense for the topic at hand, along with ongoing development of external linkage is the tried and true way to have a fighting chance of coming up on page1 of Google's organic results for the keyword you choose. If you can't keep up or all your hard work doesn't work, don't fret - you can always pay for your keywords with a PayPerClick ad.
Years ago, we sent one of our developers to a certification course with Bruce Clay and we have been learning ever since.
VickeryHill uses (and pays for) a belt full of tools for assisting with SEO including:
Drop us a line about your SEO woes. Maybe we'll both learn something.