To amateurs in the field, search engine optimization is a scary subject. However, it doesn't have to be. This is because the principles behind SEO are understandable. In fact, it can be summarized into 3 easy ways.

1. Never aim for the moon. It means that you need not vie for the most competitive keyword. More often than not, the #1 website in the ranking for said keyword has been there for some years now. It has already made rigorous optimization to benefit said ranking. Moreover, go for less competitive keywords. Keyword selection tools will give these types of keywords to you.

2. Use the main keyword in the page title and in the footer. Search engines look first at the title then the content. Hence, it is important to put the keywords in the title to inform search engines what the site is all about early on.

3. Put navigation links on the right portion of your page. This is because search engines search web pages in vertical strips - from left to right. If navigation is placed on the right, relevant and original contents can occupy the left portion. So, the first thing that search engine will see is the content, not the so-so links.