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Every page on your site should be optimized for the search engines. This means finding the best keywords and phrases...and then using them in your titles, descriptions and page content.
How do you find the best keywords? Use a tool like WordTracker. It will help you find dozens of relevant keywords. Better still, it will tell you which keywords and phrases are likely to bring you the most traffic (these are the niche words that are being used frequently by your prospects, but are not being featured much by competing sites).
*A key to writing copy online is to build your seo copyediting skills.