On site SEO is very simple IMHO.

Here are my rules:

Include your primary keyword phrase-

once in the title tag
once in the description tag
once in a H1 tag
once near the top of page content
once in the middle of page content
once near the bottom of page content
once in a ALT image tag
and once in an outbound link or link to another page in the site

Now you just have to go after inbound links.