Once you know who your customers are and what they are looking for, the next bit to get right is making your website search engine friendly and focused on the correct keywords
Are your pages optimised for your keywords?
Do you have the right number of pages for all of the keywords you want to be found for?
Do you have duplicate content?
Is the content on your pages unique?
Is your keyword density correct?
Are your keywords used enough times and in the right way throughout your content?