The title of this article would lead many to believe it relates to search engine optimization tactics. Indeed, some of that will be covered but the primary message behind this article relates to a broader message. Optimizing your website has a lot more to do with human beings than it does about mechanical search engines. Keep in mind that only the very top 3 or 4 listings get sizable traffic from the search engines so the objective for everybody else is to optimize your website for actual people.
The reality today is that search engine technology is so advanced that the things you would do to benefit your human visitors are generally the same thing you would do to cater to the search engines anyway. That means you no longer have to play games to get a higher ranking. You can just go about your business and make your website as good as possible for your visitors and your ranking will go up automatically.
First things first. Your visitors need to understand exactly what it is you do. Focus is one of the most important things you can project on your website. To do so, optimize every single page of your website with targeted keywords or phrases. You can find other articles on my website telling you how to develop a good list of keywords but once compiled, you should have that list nearby every time you add content to your site.
Having targeted keywords and phrases throughout your website will benefit people and search engines alike. Visitors to your site will have a better understanding of what you do and search engines will be able to better classify your website on a specific topic. That will give them reason to rank your website higher when someone searches for that particular topic.
Secondly, you should offer your target a value item or resource tool on your homepage. The objective is to greet new visitors with something they can use