All of Search Engine Optimization is divided into three parts (not two, as most "experts" would have you believe. The first two are:
Off Page Optimization - Everyone tells you this means adding backlinks from other Web sites. They mean Off Site Optimization.
So now you've got your content and your backlinks. What is missing?
Website SEO design - That's all the things you do to Web site structure to make your site better, and it probably includes things like setting up newsletters and the like.
Read those three articles and you have a pretty good idea of the basics of SEO.