Keywords
According to seo consultantsbefore you even begin to start optimising your website you need to really dig down and do some keyword research and analyse your competition.
As the reason for this is that even if you are the best search engine optimiser in the whole wide world, if you pick the wrong words to optimise for then you won’t have the right customers visiting your site. So it is vitally important that you spend a decent amount of time researching your niche and looking at the traffic figures and then looking at what your competition are doing before diving into any optimisation project.