GoogleGuy gives some tips to a newbie with a site in development.
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Start by making a useful site.
Concentrate on a niche that isn't too big.
Think about the words actual users would type, and include those on your pages.
Make a site map so that it's easy to get to all your pages.
Use a text browser like lynx to explore your site and make sure you can get to all your pages.
Find out who should know about your site and make sure that they really do know about your site.
Be creative in marketing your site. Things like newsletters and special features help.
Personally, I recommend steering clear of any tricks like hidden text/links, sneaky redirects, etc. If you build a site to last, you don't have to stay up late at night worrying whether you'll get caught, or if someone will report spam on your site. :)
My fave tip from Brett's suggestions: add a page of content a day to your site.