This is the most important single detail that needs unparallelled attention for your website is to be Search Engine friendly and well optimised. Most people involved in Online marketing do not pay due attention to this and so pay dearly for such mistakes.
For your website to be optimised, you need to identify the best targeted keywords that describe your website. These keywords in turn describe your site to search Engines and therefore making it targetable. This could just be the difference between tens and hundreds of organic traffic. You sure might want to revisit this issue.
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