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a. Your site probably organizes its pages, images, and other content in folders. Make sure your folders are infused with your top business keywords and search phrases. This is the easiest way to get the keyword (KW) into the URL.
b. Most of the easy to and easy to spell URL's are taken. If you have several services buy a few domains that relate to those services in case your business focus changes. They are inexpensive and can be easily dropped if you don't want them after a contracted time. » Comprehensive Keyword Research
The programs that look at your web pages (called spiders or crawlers) read the title at the top of the screen first. This is a key ingredient of most search engine ranking algorithms. It uses this information in the first line of the search results. This is the first thing a searcher/prospective visitor sees, before they even click a link to your site from the search engine results pages.
a. Titles on the actual page add to several things, frequency, prominence and weight. These will be discussed next. These factors are often the tie breakers for sites that have a close PR.
Use header tags for your web pages to control the flow of content to the human visitor. Remember it is the search engines job to get the visitor to your page. Then you are on your own. You must have humanly scanable content to deliver your message to a world that wants to just skim the content and click some where for an "easy" answer.
Basically do not make your visitor think. Make it easy for site visitors to convert.
"Search engine Optimization - SEO Best Practices" by Jason Chandler while working at Okane Websites in 2003 with a few tweaks over the years. Contact me for more information on these concepts as they do not change but evovle in implementation and logic.