They are in the code of the page. Do a search in Google for keywords that represent your web site. Look at the fiirst three to five that show up in the results list. Right click and "View Source". You want they exact or more keywords in each of your pages. The for Google you will have to add your url for each page to get listed. Your web hosting company should also have some tools for getting in the search engines. Every single one of my pages come up in Google in the top 5 results for each category doing just what I explained above.
I also have a tool I run once a week for the other search engines and it's free ware. Email me and I'll send you the link if you want it.
Thanks,
SST