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Even before I optimize websites I like to get a good deal of new content down in order to insure that I know exactly where I'm going and exactly what I need to do to get there. Creating some of the new content before starting the optimization process can be doubly helpful in that it can reveal potential additions to your website that you may not have considered (a forum or blog for example). If you already have a site, perhaps simply sit on your back deck, sip on a coffee and imagine what you would do if your whole site was lost and you had to start again (other than launch into a very colorful discussion with your hosting company).
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Thanks for the good read! I'd emphasize on creating contents for readers first, search engines second. SEO is and isn't about keywords. You can plug in a lot of keywords that make the site less readable. Even if you get visitors and they will get ticked off and leave without buying. So, it is critical to write contents with readers in mind first.