Hi Richard, you don't say what type of site you are creating, but if content is a key part, let me provide some advice for optimizing content around SEO.
First off, I'm not an SEO "expert" or consultant. I run a media company whose core business is content production. I've spent countless hours researching SEO for our own purposes, sorting out the copious bullshit advice out there, and collecting metric-based best practices from the most respected SEO sources (e.g., Google's own Webmaster channel on YouTube, SEO Moz and Searchengineland). We use those best practices for our own publishing process and have thousands of our own articles to analyze for what has worked and what hasn't.
Recently, I wrote up our process to help other content producers create content that will rank in SEO. You can find it here:
I focused the recommendations on the three key areas that will have the biggest impact on your content and provide suggestions for tools you can use (all free) to guide the process. I hope you find it useful. If you do give it a read, feel free to comment with any feedback. I plan to refine it over time based on Google changes and information I gather from our own experiences and those of others.