Search engine optimization (SEO) is a multi-step process. Generally the process will include the following.
Keyword Research: Employ available tools to verify assumptions are correct as to how people are searching for your product.
Website Modification: Edit website architecture and content to respond to verified priority keyphrases.
Check Crawlability: Search engines discover and process websites differently than humans. Web pages should be reviewed to ensure content and instructions are available for search engine bots.
Periodic Traffic and Ranking Analysis: Review data generated by website analytics. List and respond to areas for improvement.
Ongoing Link Building and Content Development: Through authorship, social media, industry membership and other means build relevant inbound links to the website. Refine content as necessary to keep up with changing environment.