Where on the site do I want users to go, what keywords will get the most number of users there, and how competitive are those words?
Then work on keyword density on those pages.
Make sure these are all done properly:
- unique title tags
- title tag syntax--keywords | sitename
- unique meta descriptions
- use of h1s, h2s, h3s
- alt tags for images
- robust internal linking
- 301 redirects for one homepage