Well, i've just been awarded a nice budget to spend on my next venture, so i'm pulling out all the stops and going for gold. But problem is, i've never done anything for whitehat SEO (know a fair few black hat methods, but going to use mainly white on this) and i don't fancy outsourcing this part until its up and running. But it can't be running if it has no visitors. So moving away from backlinks/content submission etc. I just want to know about simple whitehat SEO, like the real basics i.e. meta keywords etc. Due to the fact i've never used them and know to do this project propery i'll have to slave away. Is whitehat SEO basically just covering meta keywords, headlines (h1/h2), keyword density and robots.txt (in a nutshell)? If thats all there is to it, i'll be fine, but i have a sinking feeling i'm missing some major things out (probably covered on BH side, but i want to make sure!). Just tell me what i've missed and i'll grind away at looking it up - no pain, no gain! Thanks for any input!