Who is our target demographic and what will they search for?
Think BEYOND SEO - even if you don’t believe in it - Planning for the search in your user’s mind can save you from retrofitting for it later. Be one with your user. Unleash your inner customer Zen state of being. How would YOU search? How would your mother search? How would your grandmother search?
http://www.stuntdubl.com/2006/10/04/website-questions/
Just the "Resources" are worth a scan.

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