Sear engine optimization in real wok

I am now doing a part time job in a small startup, whose product is the online app about interactive children's book. it's aimed to educate the kids about the sense of global citizen, 21st cencury skills, and social responsbility. One of my work is to do the search engine optimization (SEO) for the website. before, I have no idea on who to do this, so have to learn online and read materials on such topics. I have heard previously that the SEO is not a good thing and if you're caught by the search engines, you're done. In fact, however, it's not all in that case; Google actually guides you on how to do SEO in a meaningful way. Then, a lot of my time was spent on first define a set of key terms that we want to promote and then revise the content of the webpages to make it more conformed to the terms. It's not that quantative (or maybe I haven't met the quants work yet), but it's also a lot of fun. hopefully that we can increase our traffic in this way.