@bretgo,
Hi,
If you are looking to optimize your site for SEO purpose then you need to consider the following important parameters while optimizing the website:
Create SEO friendly URLs (Avoid special symbols like ?, %, & etc.)
Target High Search Volume Keywords in Title and Meta tags.
Improve website loading speed
Create a Responsive Website
Create a mobile-friendly website (Use AMP version if possible)
Follow proper Heading structure(H1, H2, H3...H6)
Use fresh content on the website
Set proper keyword density in your content
Use Internal/External Linking
Apply proper Image optimization