keyword and seo question?

Hi everyone,

I just recently finished creating my new site. It is roughly 35 pages. It is for the home business market. What would be the best way to optimize it?

For keywords, how many should be used on each page? Do I use the same keywords for each page. Also, how many times should my keyword be mentioned on each page. In my written paragraphs how many times. Do i need to make the keywords that are on my page, clickable, or just have them as plain text?

I know the home business is a very competitive market. So then what is the best way to choose keyword? obviously the least competitive long tail. But, is there other things I should be looking at. I purchased a good keyword program that give the R/S and KEI even though I am just learning what they mean.

Thank you,
Matt