What is SEO web design?

I am planning to put up a website about sports and somebody told me that i should build SEO into the site framework. I really need to create a website that is integrated with our marketing strategy, so i really need your inputs on this. To all SEO savvy design peeps, need your help on this.

Its Search engine optimisation and its pretty self explanatory, you just optimise your site to perform well on Google and other search engines, i highly doubt you will get much free help on this as company's including mine charge a lot for this servce