Here is a superb word doc that has a good summary of onpage and external factors for SEO. I really like the smileys giving a little bit of opinion as to whether or not each item is prooven or not. SEO is still a bit of a art mixed in with some luck. No one can predict exactly how the search engines will interpret your website although there is definately grounds for things you can do in order to optimise your website. And those things are where you bring in a SEO guru to work with you.
Search engine optimisation overview
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