1. Master Keyword Research
Always start with keyword research. Don’t assume that you know what consumers want.
You likely understand your industry jargon. But your prospects might use different terms than trade colleagues to refer to your services or goods. Keyword research provides an understanding of the words and phrases that consumers use to find your products. It also helps to gauge the demand for them. It identifies the keyword themes that real searchers use in their search queries.
The best keyword tools offer a quantitative demand score that helps determine the relative value in targeting each keyword theme. Google Keyword Planner is the go-to keyword research tool, though you’ll need an active Google Ads — formerly AdWords — campaign to get the most useful data.
Non-Google keyword research tools include Übersuggest (a free Google Autocomplete scraper) and SEMrush and Wordtracker (two paid alternatives).
2. Understand Your Competition
Search for the most important products and services you offer and note the most prominent websites in the search results, those that share your business model as well as the ones that are dissimilar to yours but compete for the same searches.
What are they doing well?
What content themes do they have that you’re lacking?
Do they structure their site differently to target more valuable keywords?
Do they have interesting features