re: Do we have any SEO guys in here?

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It helps if your content is structured well, if certain tags are used (such as alt tags on images for screen readers), and also load times are becoming more of a factor

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Exactly.

You want your alt text to describe the image, but you also want to work in a keyword or two as well (but do it naturally, don't force it).

Make sure your keywords and phrases show up on your pages, but don't just keyword load. Make them appear in a naturally flowing organic text piece.

Be sure that all headings are nested properly(1 h1, then one or two h2s under that, then h3s under that, etc.)

Make sure the site is mobile friendly. If you can build it as responsive design, do it. Google is starting to indicate which sites are mobile friendly. I don't think that it really helps your ranking, but it is a good thing to have on the search result.

Use a site crawler (Screaming Frog is a good one) to index your site for page titles and meta tags. Page titles and the meta tagging areas (especially the description meta tag) have certain preferred lengths.

You can also use Google Search Console to see what searches are bringing the most people to your site. You can then tailor your meta tags and keywords to those keywords.