Here we get into the nitty gritty of SEO, designing for the user.
Usability is the key factor. This includes navigation and information presentation.
When search engines rank a site, clear navigation and content presentation score high marks.

Sites are usually built with 5 sections.
The numbers indicate the order the search engines read the code, (and the content).

This is different from the way people look at the pages.
The following comes from Eyetrack research. I would recommend any designer study their observations.
Eyetrack III researchers, (http://www.poynterextra.org/eyetrack2004/main.htm), noticed a common pattern:
The eyes most often fixated first in the upper left of the page, then hovered in that area before going left to right. Only after perusing the top portion of the page for some time did their eyes explore further down the page.

Dominant headlines most often draw the eye first upon entering the page -- especially when they are in the upper left, and most often (but not always) when in the upper right.
Photographs, contrary to what you might expect aren't typically the entry point to a homepage.
Text rules on the PC screen -- both in order viewed and in overall time spent looking at it.

Eyetrack III researchers discovered something important when testing headline and type size on homepages:
Smaller type encourages focused viewing behavior (that is, reading the words), while larger type promotes lighter scanning.
In general, our testing found that people spent more time focused on small type than large type.
Larger type resulted in more scanning of the page -- fewer words overall were fixated on -- as people looked around for words or phrases that captured their attention.

This was especially the case when we looked at headline size on homepages. Larger headlines encouraged scanning more than smaller ones.

Visual breaks -- like a line or rule -- discouraged people from looking at items beyond the break,

Navigation placed at the top of a homepage performed best -- that is, it was seen by the highest percentage of test subjects and looked at for the longest duration.
(This I have confirmed with my own click tracking studies. They also say that navigation on the right is looked at longer than on the left. Something I will be testing on my DCP website.) (Navigation within body text is the highest draw, from my own studies.)

Most news sites run articles with medium-length paragraphs -- somewhere (loosely) around 45-50 words, or two or three sentences.
Data revealed that stories with short paragraphs received twice as many overall eye fixations as those with longer paragraphs. The longer paragraph format seems to discourage viewing.
I guess this is the reason bullet point lists are so successful.

When testers encountered a story with a boldface introductory paragraph, 95 percent of them viewed all or part of it.
The bigger the image, (and/or ad), the more time people took to look at it.
Text ads were viewed most intently, of all the types we tested.
Close proximity to popular editorial content really helped ads get seen.

Try to keep your navigation structure to six initial choices, use text links not graphics for links, and stick to understood display components. (Default color of links is blue, and text underlined).

Above all, go out of your way to make the user's experience the easiest possible.
Making them fill out forms to access information that YOU are presenting is NEVER recommended as this will alienate a number of users that might have been converted.
If your publicly available information is doing it's job, and your contact methods obvious and easily accessible, you will get the contacts.

Let me digress a bit to a situation that happened to me yesterday.
I was in an IM chat with a friend and we were looking for real estate properties on Vancouver Island.
In our surfing I came across numerous RE sites that pertained to our quest.
A few of these required registration before you could look at properties. (Got your ears on Althea?)
Not wanting to get on numerous mailing lists, I did not register. I only looked at the sites that did not require registration.
However my friend did on one of them, and guess what. That agent had the best listings.

Richard Kuper has volunteered his sites for dissection and for this example I am going to choose http://careerhotlist.com/

Career Hot List, (CHL), is a job search site.
It also seems to be selling other stuff like TVs, which I find out of place.

CHL is setup in the standard 5 panel layout.
Search engines coming in will see the "Job Search. Employment. Careers." text in the header first. So far so good.
Primary navigation is limited to 6 choices and uses text links. Also good.

Now things start to go awry.
After looking at the header, the search engine reads the left column.
When doing so it will see the Google search, the FireFox ad, "Website best viewed at.....", (Are you telling me that I will not have a good experience if I do not change to your resolution Richard?), "Book mark this page", Babel Fish and Google ads.

There is nothing in the second most important section of the page that applies to your product.
I would put the quick job search there at a minimum, and move 3 boxes or so , See all jobs, Find Jobs in your city, Search for contract work.
This will leave more room for a larger Google ad along with your main page section's sub category. (Remember, bigger is better.)

The main section does not present your keyword phrases properly and the first paragraph should be there to satisfy the question "What is in this for me?", not what you do.
It should start with your primary keyword phrase, emphasized in header tags (H1) and size of the text controlled in your CSS. (Cascading Style Sheet).

You need to go back to section 1 and do some keyword research.
Title, Keywords, and Description tags need rewriting based on your findings.
It is not necessary to use the singular when doing keywords, plurals will be found in a search for the singular.

However all the above is moot Richard.
Your website is in frames and will never be indexed, other than for your domain name.
Frames are also not user friendly as a visitor cannot bookmark a specific page.
If they try and return by using it, they will be directed to your homepage.

Next week, Week 4 - Satisfying "What's in this for me?" Text composition, anchor links, internal links and sub pages.