Take a look at each page on your website in turn, each category, each section and the contents each page holds.

Your home page is by far the most important and should be designed in such a way that it is appealing to the eye while simultaneously is easy for search engines to index and is keyword rich without being keyword stuffed.

This is a difficult balance to draw.

The domain name, title, keywords, description and content should all contain the kwyrods for your business.

How...?

This is normally where someone with expertise either comes in to do the work or advises. However, if you are not frightened of HTML code then you can probably do most of the work yourself.

All domain names should carry the primary keywords. For example, if you sell black shoes then the domain name should have black shoes" in it. If you target a specific geographical location then perhaps that should be included. "Black Shoes in Birmingham" for example. However, many online businesses have no specific geographic market so they can dispense with the location in the domain name.

Now all that has to be done is to place these words in the title, keywords and content in such a way that's readable and not repetative while at the same time repeated frequently enough for the search engines and used in header tags also to provide more prominence to them.