Generally speaking, if you focus on doing everything for your site with the user in mind instead of the search engine, you’ll do allright in the search engines by default.
Think about what a human reviewer would think of your website if she read over it and had to rate it in terms of usefulness and unique content.
Focus on information and make advertising secondary to your content.
Don’t try to mislead anyone, even the search engine. Launch lots of content. And you’ll do fine.