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Make a research to know what are the top used key words for your good or service
follow up your website metrics
Ahrefs is a very good tool
Google adwords
Keywords and Content - valuable, good and atrative content is very important
Make sure you use lots of phrases that people are currently searching for in the content that you create. Let's say you are creating a page for a university, including words and phrases in your content such as "postgraduate qulifications", "undergraduate qualifications" "distance education" "distance learning" and "online learning" are all phrases that will regularly be searched for and will be effective in ensuring your website is notices. Also, focus on text rather than images, or when you use an image, caption it aprpriately. Meta tagging is also very effective when focusing on SEO.
SEM Rush, Screeming frog SEO Spider and MOZ online tool.
1. Research keywords. When designing a search engine friendly site, carry out the research for keywords. ...
2. Place keywords strategically . ...
3. Include Meta and title tags. ...
4. Keep your content updated. ...
5. Provide enough content. ...
6. Use images sparingly. ...
7. Avoid using frames if possible. ...
8. Build incoming or back links.
9. Create page titles. Keyword-based titles help establish page theme and direction for your keywords.
10. Create meta tags. ...
11. Place strategic search phrases on pages. ...
12. Develop new sitemaps for Google, Yahoo, Webcrawler and Bing. ...
13. Submit website to directories (limited use).
You need to define a matrix comprising Geographhical Area & Category / Groups. Since Google is the predominant search engne globally, SEO is done for Google Platform. The basic rule is if the search result doesn't feature amongst the top 5, it is mostly irrelevant. So the objective is to finally reach amongst the top 3 Search results in your defined Search Matrix of Geographical Area & Category