Another quick strategy tip..

Star out small. When first optimizing for a site, do not try to target too many keywords. It may be tempting, but it is extremely difficult. It is better to perform extremely well for only 2-3 phrases than to be on the third SERP for 20+ terms. In other words, it is much more time/cost effective to put all of the energy into fewer terms. See my previous posts to learn how to choose high traffic, non-competitive keywords.