Keyword research will play a big part in understanding your market. Don't guess what your potential clients are searching for, find out using keyword research. Your keyword research will drive your site's content and getting this right is essential. Don't just chase keywords with huge search volume. Unless you are lucky thousands of other sites will also be chasing them and ranking for them could be tough. Look at the long tail of search.
Make your website search engine friendly
Make sure each page has a unique title element, make sure each page has a unique meta description element, make sure each page has a unique meta keywords element (this one isn't critical but it's still worth doing). Use HTML H elements to organise your page content logically and use a CSS based design, not table based. In short use simple web page quality control. The majority of the sites we review miss these basics.
Have a link building strategy
Links to your site are vital. You can build links by asking other sites to link to you or you can attract links by creating content others will want to link to. Don't expect quality sites to link to your site unless there's a good reason. Link building is a vital aspect of search engine success.
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