The key is to have great SEO friendly copy. Add very informative information to your websites. Do not try to fool the search engine or users with BS copy.
Also a very good sight map is very helful (and helpful to the user, so doubly good).
Try to create as many good copy pages as possible. Have a paeg about your school, your style, your history, your class schedule, add promotions page, a photo gallery with decriptive copy, FAQ page, instructors page, site map, news, etc (do not try to mash everythig into a few pages.
Clean HTML is also key (stay away from Flash when ever possible).
When writing copy, try not to go crazy with grammar. Try to re-use word instead of pronouns or general terms. Example, do not say "our school", say "our martial arts school". Example 2, do not use "Our school" offers, use Cromwell Martial Arts offers. Try to repeat keywords a few times, but do not overuse.
Hope that helps.