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It's important to know what keyword to optimize
I'd first test keywords in Pay per click and find the most profitable keywords that are converting into sales.
I have some really good keyword tracking software for this because and it does a lot of extra stuff that Google Analytics can't do.
Then, once you find the converting keywords in your PPC campaigns, run your SEO on those keywords.
SEO takes alot of time, so you first want to focus your time on those keywords that you know will convert to buyers.
Hope that helps,
Brian.
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