Most businesses do not do keyword research when their website is built, even when they do it is rare that the website is actually properly optimised for these keywords.
The Google keyword tool is free and will give you a good indication of the search volumes and the competitiveness of a keyword
It can also be used to discover which keywords Google thinks a website is relevant for - which can give you ideas for keywords to target.
SEO - Search Engine Optimisation has two aspects - on-page and off-page.
On-page SEO is primarily about meta-tags and content.
Use the keywords you researched previously in these meta-tags - but remember each page of your website can only target one or two keywords effectively (certainly to start with).
It is also important to have useful content to engage your prospect. Whilst it is important to give Google what it wants you must not lose sight of the fact that the ultimate aim is to generate leads and this can only be done by communicating with real people.
Content should be 'problem-to-solution' content - it should solved, at least partially, a problem for the prospect. Each business can trace sales back to problems - for an accountant prospects have the problem of tax returns and cash flow, a florist's prospects have the problem of how to communicate a certain emotion to someone, etc.
Google records the time people spend on a website - if you do not have engaging content then visitors will not hang around and Google will downgrade your website in its index because the stats will say that your content is not relevant to the search query.
Video is a great way of increasing engagement and getting visitors to stay longer on a web page.
BL - Backlinks
Backlinks represent the Off-page SEO side of the equation. Backlinks are links pointing to your website from third-party websites.
Backlinks are not all created equal - the most powerful backlinks are;
keyword anchor-text contextual backlinks
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