Thanks for your input. I believe my site is built in a fairly SEO friendly manner, with keywords taken into account in copy, titles for pages, etc. I've been reading about SEO for a while and i've done pretty well with a few sites but I'm sure folks who spend their days doing SEO will still be better at it than me.
Back links are the main issue because I don't have many (any) and i'm not sure where to get them for this particular site. Normally I'd build up content myself but this is more of a side project and i'd rather not commit that level of time to it.
-target main keywords - have proper titles - validated html files - BACKLINKS to your site from valid sites (pr4+). this will help increase your page rank and boost you in google pages. Single handedly this is the most important aspect of SEO.