You must know the domain your site is part of. Is a niche with few competitors? Does it compete with high authority and age? Are there serious competitors only on the first 5 places, or re they competing up to pages 3-4 in SERP? So , the first thing to do is see who youare optimizing against.
Keywords must be also studied in comparison with the competition. In order to find the right keywords, you must see which ones are looked for by the users on the search engines. You can do this with several free tools which can be found on the internet:
The most searched keywords should not always be the targeted ones. “Long-tail” type keywords can bring much more traffic than the main ones, because they are easier to be brought in top.
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