Search engine marketing (SEO) is not a dark art, it just requires time and thought. My SEO approach starts with what the business is trying to achieve and identifies where they can interact with the user on the search engines.
For me, on-page SEO is primarily about words, not coding. For any SEO strategy to work, the words you use dictate the level of success you can achieve. If you’re not talking the customers language, they aren’t hitting your page.