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(a)    The usefulness but limitations of using search term frequency from tools (such as Wordtracker, Web Position Gold, Web CEO and the Google Keyword tool) to select target keywords and estimate website visits to be gained by top 10 (or 20) ranking 
(b)    In what ways, ranking algorithms differ between search engines
(c)    On page, within site and offsite factors relevant to ranking
(d)    The dual importance of the Title tag and Description meta tag
(e)    What factors impact the ranking worth of (hyper)links
(f)    The significance of the coding of page headings / sub-headings
(g)    The significance of latent semantic indexing and the reduced significance of keyword density (of the target keyword)
(h)    The dual importance of visible page content
(i)    The significance and limitations of Google Page Rank
(j)    The impact of blended and personalised search
(k)    Not guarantee that it can achieve top 10 (or 20 ranking) for a keyword)

(a)    The content of the keyword meta tag being significant
(b)    A website being ranked - either as a generalisation or in relation to a specific search phrase (search engines rank individual web pages)
(c)    ‘Broad’ or ‘phrase’ search frequency when estimating website visits from achieving top ranking
(d)    Guaranteeing that it can achieve top 10 (or 20) ranking for a keyword.  N.B. This is an SEO company test criteria suggested by Google.
(e)    Aiming to achieve top ranking for a individual page for several radically different keywords

(a)    Measuring the performance of ranked pages for visitors arriving from search
(b)    The relative strength of target keywords as likely sources of prospects / customers