1. Be sure your site was built and is viewable on all browser platforms (Internet Explorer, Firefox, Safari, Chrome) and multi devices (tablets, mobiles), there are so many ways to access the internet these days.
2. Check your Page Titles and H1 page headline. Target keywords that best represent your product or service, then pick 2 or 3 of those and insert them in your page title and headline.
3. Double check your Meta Descriptions for each page. Meta Descriptions reside in your HTML and search engines use those descriptions to index your site for specific keywords. So, you must write these descriptions in keyword driven language and for each page within your site.
4. Write content for each page that is relevant to the buyer persona you are aiming to target and the product or service being shown on that page. Include keywords that describe your product or service. Select the most descriptive words for use in your content development, meta descriptions and image tagging.
5. Ensure your site content can be read by search engines.
6. Use Alt attributes to your advantage and include keywords that help describe your product or service. When you hover your mouse over the image, a box pops up and includes the keywords you have inserted. Alt attributes are read by search engines and contribute to your ranking and can even bring additional traffic to your site via image searches.
7. Fresh content. If your site is static and does not change, search engines will become tired of visiting your site when they find nothing has changed. Add a blog to your site where you can load keyword rich content every day or every few days. If your site is more e-commerce focused be sure to add new product and descriptions to your site regularly.
8. Be sure to internally cross link content within your site. When linking to another page, be sure you use a text link with the keyword-rich anchor text to the page you are linking to (avoid links like “please click here”). Cross linking has good benefits like usability (increasing pageviews, reducing bounce rate), enhancing the crawlability of your site (what is a web crawler).
9. Build a sitemap. Both a XML sitemap to alert the search engines to your site’s content and secondly, you need an HTML sitemap for your visitors (consider to add the site map in the footer of your site, see as example North Face website.
10. Use analytics. Analytics can show you pages that are being abandoned regularly and those that convert to sales more frequently and will assist you in making website modifications based on the results being tracked.
11. Use social media. Use social media to spread your message, let people engage and interact with you and other customers. As you have recently noticed, social recommendations are showing up on main search engine results pages, these are displacing results that would have displayed based on traditional SEO.