In order to effectively optimize a web page, it is necessary to have a solid understanding of the entire process: 

Understanding Search Engine Optimization

1. Quality Metadata is Key
2. Modifying Keyword Density to Improve Search Engine Rankings
3. Tools to Research and Choose Effective Keywords
4. The Importance of Anchor Text
5. Linking Popularity
6. Search Engine Differences
7. How do search engines respond to web design tactics?
8. Search Engine Friendly Sites  

Other Helpful Checklists:

Web Marketing Checklist 

Optimization Checklist