Read through the archives, paying special attention to site reviews, and you'll start to understand the typical needs that most sites have. Most of those have a couple of links to the Google and seoMOZ Beginner's Guides. Read those, familiarize yourself with your Wordpress SEO plugin, and apply what you've learned.
Side note: SEOmoz is now just called Moz. The, often negative, connotation of SEO finally took it's toll.
a guy who knows both the lawn business and web strategy