When you are starting your search engine optimization campaign, you must take a look at what keywords your direct and in-direct competition are using.
Do some research on your competitors and check how they have laid things out, see how many links go back to their website and where from. (If they link to them, they might link to you).
Make sure that you do not just copy their content; trawl through their source code and see what makes their website tick... (Please be aware that if they have a site built on PHP then you may not see everything within the code)
Use their own tactics against them, but do various pieces of research and get the upper hand on them in order to win.
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