I everyone working with the headaches of websites, and I gather that it is the task of SEO that you are dealing with. My first website went up in July of 1996. No real OPE there, just something I played with as time permitted while I learned HTML. To give a bit more of a clue, it was on CompuServe (which has not existed in over a decade.)
It may by instructional to show you the DTD and Head of my index page on an OPE site of mine. One thing to notice is that I used a few different Meta tags, but also have a stylesheet just for printing. I often use graphics for the title(s) of pages and give them ID's (one allowed per page with that name - #) or Class' (unlimited number per page, but with lower specificity.) For the print stylesheet I take out the header graphic and most if not all navigational menus and substitute the title as an H1.
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.1//EN" "http://www.w3.org/TR/xhtml11/DTD/xhtml11.dtd">
<html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en">
<title>OPE by Crigby</title>
<meta http-equiv="content-type" content="text/html; charset=UTF-8"/>
<!-- <base href="opebycrigby.tripod.com"/> -->
<meta name="keywords" content="Outdoor power equipment,images of mower decks,images of mower drive belts,images of deck and motion drive belt routing,graphics of deck and motion drive belt routing,directions,tutorials,model number decoding,how-to's"/>
<meta name="description" content="Mostly images of belt routing on mower decks and drivesystems of riding mowers"/>
<meta name="author" content="Clarke Rigby"/>
<meta name="copyright" content="© 2011 Clarke Rigby"/>
<link href="basic.css" type="text/css" rel="stylesheet" media="screen"/>
<link href="print.css" type="text/css" rel="stylesheet" media="print"/>
Hope that helps a bit!