I agree with the philosophy that the best aspect of SEO is to have a site that draws visitors, but there really is a lot that can be done to to improve SEO. There are also things you can do "naturally" that will hurt the SEO. So it really is important to be active about SEO, not passive, as has been adviced by SnakeEyez.
I didn't respond to this earlier because on the projects I work on, I am never the SEO person. I figure Nancy probably has one of her great lists of resource links regarding this.
Rob, don't mistake my response for being passive with SEO. It's just that with a post like this where details are at a minimum, it's hard to get specific about what someone could do to improve their SEO because based on the OP, they have done nothing so far. If they have done nothing so far, focusing on SEO practices will get them no where. It's better to get the website up and the message across and then focus on the SEO at that point once they have identified their branding and positioning.
The are forums that focus specifically on SEO. This is not one of them. You drive a car to work to use Dreamweaver. That doesn't mean you'd go to the Dreamweaver forum to ask how to use your car. Go to a car forum to learn hot to use your car. Go to a SEO forum to learn how to use SEO. Visit the helpful link that is provided.
Google's SEO Starter Guide
High Rankings Advisor
SEOMoz.org - Beginner's Guide to SEO (1-page html)
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