Don't imitate the high rankers. While you may think it makes sense to search on keywords related to your storefront and scoop out the page titles, meta tags, and other HTML used by the top-listed sites, Sullivan warns against the practice. Using someone else's page title and meta tags may not do anything when situated on a different page. Furthermore, sometimes people change code after a page has been submitted, so you won't see what the search engine sees. Instead Sullivan recommends people network with these sites with reciprocal linking.
Every page is an entrance.
Because of the indexing nature of search engines, statistically there is an excellent chance that a prospective customer will enter via a subpage or back door. The best way to ensure you don't lose these customers is to provide some context to the site. Also be sure to include a home page button on every page. Once you sit down to study the tricks of getting hits, you may even find a few tricks as yet undocumented. Don't be afraid to try them out and continue using whatever works.