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I would say there are quite a few things to consider here. SEO is a complex process, so it depends on what are the main goals of the business, the short-term, and the long-term strategy.Think outside of the web site's context and take care of some of the SEO basicsIf you are a local business, one of the most important steps you can take is to claim your free Google My Business profile and work on optimizing it by choosing the correct business category, products, services, photos of your business. Go through each section in detail because having a solid GMB profile sends a strong local ranking signal to Google.Consider claiming and optimizing your Bing Places account also. The good thing is, once you have your GMB setup, you should be able to synchronize your Bing Places listing with your GMB listing.List your website in all local and business directories. Get your name address and phone number listed in reputable online directories. If you've had your website for a while, It is best practice to do a full citation audit. I wrote a short article a while back on why a full citation audit is essential.Create a social media profile page for your business. Depending on the nature of your business, you may consider those social media platforms where your customers/prospects usually hang out.Make sure your website is mobile-friendly. As of late 2020, Google will implement mobile-first indexing, so you want to make sure your site is ready. Use Google's mobile-friendly online tool to checkFocus on keyword researchKeyword research can be time-consuming, but it will be well worth it because it will help you understand what your customers are looking for and guide you in crafting the content strategy.Research your competitionFind out what keywords your competitors are ranking for. Research those keywords and examine the content they are putting out there! Is it blog posts, Q & A format articles, videos, infographics.On-Page SEOIf you are comfortable with updating making changes to the website, there are several SEO related tasks to keep in mind when optimizing the content. Page titlesMeta descriptionsKeyword optimizationInbound Links preferably using local keywordsAdd structure data markup to your pagesLink BuildingQuality link building is a craft on its own and can be time-consuming. Sure it is linked between website or web pages. Still, as a business owner, if you lack the technical ability to do the link building, you have to think of it in bases of building relationships with other businesses that share similar topics as your site. Simple by doing a Google search or image search, you can find a lot of information.As you can see, there is quite a lot you can do yourself in terms of SEO, but the most important thing is to figure out the strategy, what your customers are searching for. Even if you discover a part of that information, it will be gold when you decide to hire an SEO consulting agency to run your SEO campaign.