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When optimizing a website for Google, we need to take the following thing into account :
1. Create an buyer persona (understand audience psychographic)
2. Do a keyword research based on the understanding of your buyer persona and extend it to get ideas from different keyword tools.
3. Do a competitor analysis to understand competitor USP and call to actions.
4. Do a technical SEO audit of the website for crawlability and indexability
5. Do a content analysis or create content for your buyer personas
6. Use latest scripts and snippets to pass on more information to Google like authorship, schema, etc
7. Last but not the least, do not make links but earn links by creating great contents which others would like to share.
