Search engine optimization (SEO) is a minefield for the amateur. As with many subjects, the contradictory nature and sheer volume of information and advice on the Internet is overwhelming. This can make adopting the right SEO strategies for your company a tough call if you’re going it alone.
If you’re an SEO newbie and don’t want to hire an SEO professional, you might want to take a look at the 12 easy SEO mistakes identified by seoMOZ
It’s good stuff.