This is perhaps the single most important thing you can remember in terms of your website layout and link structure...name everything well. The search engines take a very long, hard look at what you name your pages, and what you name your images. A page with the HTML title "Adaptive Technology" on a page called, for example, "Adaptive-Technology.html", maybe with an image on it named "Tech-and-special-needs.jpg", will go a long way towards convincing a search engine that that particular page is about adaptive technology. Similarly, your domain name is incredibly important...it's the "name" of your entire site. Having a domain name that reflects the name of your organization is a strong step towards being ranked for your organization name (and every organization should be ranked for their own name, at the very least).
Keep this in mind when you begin making your website's content pages. For example, in Drupal, I turned on the "path" function, which allows me to specify a page name for all of my content (an essential tool if you want to get highly ranked). Why? Because no one wants to be ranked for ?node=9 or something else that looks like code...you want to be ranked for words. My contact page, for example, could have been called "contact-me" ...but instead, it could be "contact-Dave-Chakrabarti" or "Contact Dave" ...I'd rather be ranked for my name than try to be ranked for the words "contact me."
As always, don't go overboard. Make your page names natural, and always reflect the text content you put on each page. Over-optimization will get you penalized (or even banned) from the search engines, because it looks like you're trying to cheat the system.
