How to win the SEO battle

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Description: The only thing I know about SEO is what it stands for. Well, maybe another thing or two but basically this is foreign territory for my charity. It would be great if we could learn how to do Search Engine Optimisation properly on a budget (i.e. for free). So many charities are battling for the SEO limelight...How to do it successfully? Can you help? Thanks,H.