Located in the google adwords portal, this tool can help to determine what might be strong or weak keywords.
You know what your clients/customers are looking for and how they found you.
Pairing a town with a keyword is a good way to take a very broad keyword and to make it more specific to you.
Title tags are located outside of the browser window at the top of the screen. Website users typically don't notice them but google and the other search engines read these as one of the most important parts of the website. These can be loaded with keywords and should never be generic things like about or home.
There are six different weights of title tags (heading 1 - heading 6). Traditionally these were used to determine the size of the heading but now they are used to determine what is the most important thing on the page for the search engines to record.
The search engines can't determine what is in an image so it is important to place an alt tag on the image to describe what is there. Placing alt tags also makes your website friendly to those who are visually impaired and using screen readers to read the website.
This is code placed behind the scenes to tell google what a page is about. These were used heavily by search engines 10 years ago but are now a very minor part of the search algorithm. Meta keywords are comma separated keywords and the meta description is a short sentence describing what is on the page. This description typically shows on google underneath the name of your website.
Clean URLs are a good way to reinforce what is on the page. These should be no more than a few words long and should be descriptive and sometimes mimic the heading 1 tag.
The more pages a website has the more opportunity for Title Tags, Heading Tags, Alt Tags, Etc.
An XML sitemap can be submitted to the search engines and let them know about all of the pages that you have to make it easier to index them.