The first step in search engine optimization is to identify the keywords your ideal website visitors are likely to type into Google. Each page on your site should target a different keyword cluster, and you should avoid competing with other websites that have the same keywords. You should also identify the words your ideal customers use to search for products and services. These customers may have different interests, needs, and goals than you do, and their language can vary greatly. It’s also helpful to know how much search volume a keyword has.