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Today's standards on SEO isn't just about keywords.  There are quite a few things to take into consideration.

W3 Compliance

Having a properly coded website with valid markup is important when considering streamlining your website.  Did you know most websites aren't W3 compliant?  You can do a markup validation here.

Here is ours before and after:

 W3 Validation Before

Keywords

Using key words can help you maximize the amount of views to your site.  Using the most common keywords isn't always the best idea.  Researching the best balance between number of searches per day and total amount of results can improve your results.

Google Trend   Google Result

Business Listings

Adding your business to directories such as Yellow Pages, Yelp, Bing Business, Google Maps, and many more can increase your rankings in search engines as well as provide more exposure.

Link Building

The more websites that have a link pointing to your website, the higher your ranking.