Web optimisation is largely dead now. Google is too clever and all the old tricks are obsolete.
What google does is measures relevance of the body text to the query, and measures how many people link to your site, etc. Nowadays, you can knock up a fairly specialised website and a few months later it will be the top hit on any remotely relevant query, despite having no meta tags, no "web optimisation", etc.
The best advice is to write a website with clear descriptions of everything, plenty of textual content (yes, people with money are mostly educated, despite appearances), written in good correct English, and avoiding Flash, big files, etc.
Paying google a few hundred quid a month to purchase key phrases like "flight training hampshire" is probably worth doing.