Here's a good article on Search Engine Optimization.
We often want to put in place a bunch of "tactics" that involve the programming but search engines, especially Google, are getting smarter and able to more and more read sites exactly as humans do. By the way, Google is up in the mid-60's now in marketshare of all search engine traffic. That means more than 60% of all searches by people being done on the web are done via Google. As well, stats say that more than 50% of people use a search engine to find your site as opposed to directly typing in your site url into the browser.
All this means that CONTENT ON YOUR SITE MATTERS in terms of how you register in the organic (free) search results.
Also, tracking your data is critical as well to improve your website SEO. To improve your tracking of where you rank for different keyword phrases, we recommend you use a web tool for this. Here is a SEO tool from WhatsmySERP that can really help you with the tracking.
Read more here from this blog post by Toma Bonciu.