The first step to any strategy, is that stage of discovery to define where your efforts will be spent. In SEO, defining where you are, where you want to be visible, potential impact of that visibility, and gauging your competition’s visibility is achieved with keyword discovery.
Audit Your Current Organic Terms: What is currently converting searchers into visitors?
Competitive Gap analysis: There is a lot to uncover when it comes to keywords and your competition’s visibility. Depending on your business’s goals and brand’s objectives, this will refine where to deploy your resources in the development and implementation of your SEO Strategy.