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Do proper keyword research - get as much input as from colleagues, competitor sites, focus groups or random strangers. Really should is to get inside your potential site visitors' heads and find out what they would type within a search box to find your site-pages.
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That's fair and understandable. When you poor so much money into developing the perfect website visibly, it's in order to come to terms but now fact you will probably have to make changes into it in order to causes it to be search engine friendly. This provides the danger of designing without your SEO's in place providing feedback along the way.
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