65757 help with seo for fishing site

Hi - This site is desperately in need of some non-spammy, Google-compliant seo. [login to view URL] I'm helping out the site owner for no pay, so I'm hoping for some reasonable bids. I know seo can be very expensive. He had mistakenly used Traffic Power to promote his site, then ended up being banned by Google for it (along with a lot of other unsuspecting folks). They use unethical tactics, apparently, like doorway pages, hidden links, and onmouseover events. He's now back in Google, but with a page rank of 0 and not showing up for his keywords. I appreciate any help and/or advice. We are looking mainly for legitimate, ethical search engine tricks. His business is very competitive in the area and has been suffering badly.