 Topics: target audience study , keyword analysis , keyword choice , market study
1. What's your site about, what are its goals?...
This is more than a marketing principle but most webmasters tend to forget about it. You MUST know the market you're moving in, and you must know it very well.
What is your target audience? young people? professionals? middle-class lazy clerks? It's very important that you exactly know this, for many reasons, one of them is the choice of the keywords. Example: one of the most common queries is "Dragonball" (a nice jap cartoon...), if your audience is mainly made of teenagers you can place a bet on this keyword, but if your site is for a professional adult audience, even if you get an high ranking for this word it can be unuseful at all. Remember it's better having 10 visitors that are really searching for a site like yours then having 1000 visitors that exit your site before your first page is loaded
What's your site about? Is it a corporate site? Is it an adult oriented site? Is it a teenager site? What are the categories your site can be included in? Start considering your work from a LARGE point of view ("my site is about CARS"), then minimize it ("my site is about PORSCHE and FERRARI CARS") then minimize a little more ("my site is about PORSCHE and FERRARI CARS and my show room is in Germany"); search for the details as long as you can ("my site is about PORSCHE and FERRARI CARS and my show room is in Germany but in my site i also introduce my CAR REPARATION activities)....well, you've found your own keywords! ;-)
Why did you start developing this website? Yeah, why? In other words: is your site just a different way to advertise your job? you're looking for new customers around the world? is your website a real on-line business (i.e. an e-commerce site)? Why do you need more hits? It's just like a business card or you desire to increase your earnings (or your customer's ones) with it?
The answer will influence the time you'll spend on ranking optimizations. You may want to have many hits from different queries (i.e you have a large e-commerce site, with many products, brands etc) or you can consider yourself happy with a good two-or-three keywords ranking.
Time is money, don't waste it for painful and useless purposes.
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