The search engine bots are just programs. When the spider indexes a web site (read a web site to understand it's content so people can search on it), the better it can understand the site the more likely your page will appear in the search results. Search Engine Optimization (SEO) is the process of make your content understandable to the indexing programs so it can be found. Good SEO techniques are always basic techniques -- not tricks. Make sure all your pages have good titles and descriptions, make sure your h1 header tag matches your page title, and avoid keyword spamming and you should be good.