You should use lots of well written keywords for your site so that search engines can accurately rate it
. You will not obtain good rankings with a non HTML site. Your efforts with SEO will be somewhat confusing at first but don't give up it's worth the effort. Avoid the mistakes by considering all of the different ways you can make them. Not having a solid understanding the value of URL's is a mistake. URL that is focused will help increase your ranking. Leveraging your URL can help raise your value. Less desirable URL's are still ranked. However using primary keywords in directory files will help you see how the search engines will favor your site. Use keyworks in your URL if you want to attract the attention of these webcrawlers, they are quite powerful.
Gaining the keywords that grab the attention of Search Engines can be done with a little research. Consider all of these factors to optimize your site effectively. For example, if your target market is "online auctions", you should be aware about what's happening this niche, what type of content people are looking for and the best keywords to target.
If you want your site to be known as the authority on your product or service avoid the above mistakes. As you gain knowledge of the processes and progress you will notice when you reach another No-NO.