SEO

Ok so I am starting to play about with the web a lot more.
I have been creating my test site, its not public yet but I will let you know as soon as its up.
But I have been asked by my brother to do some SEO on the site for his ceramic tile buisness.
So I have been reading up on this stuff and how to do it.
If you google for Tiles Kent his site the "Tile Cellar" http://www.thetilecellar.co.uk/ is on about the third page.

First I have to get the details of where the site is hosted and update a few things on the site. Like add the new shop details and put the address on the site. You have to navigate a link to find the map link, but I feel it should have the address on the first page (let me know what you think).

Then i have to start implementing the seo steps to see if we can get the site onto page one.
Any tips people have I would be greatful to hear and test them out.

Nick