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Arguably the most important part of SEO is your keyword research. It underpins all the rest of the work and strategy that you are going to implement.
When you’re completing keyword research you are looking for words, terms or phrases that users put into a search engine to find products, services or web pages such as yours. The key to getting the right words is relevancy and intent. By this, we mean that they have to be extremely specific to your business and can include locations if you are a local trading company.
For example, if you are a local cupcake maker operating in Cambridge a few keywords may be: cupcake maker Cambridge, local cupcake maker Cambridge, Cambridge cupcakes, cupcake baker Cambridge.
All of these have very high intent – someone is looking specifically for a cupcake baker in your area, so if your site was to appear in that search result then they are very likely to click on your site and complete a conversion. However, a term such as cupcake, or cupcake baker is much too broad. The intent behind these is not also clear, someone searching for ‘cupcake’ could be searching for an image or a product like a cupcake-scented candle, but it is not specific enough.
Once you have identified keywords that are highly relevant to you, you can optimise your content and offerings to better match what the user is looking for.