Recently i have been doing a lot of SEO work for a few different webshops. My main goal is to first create a strong basis. This usually means replacing the front-end of a website with a better structure. Xhtml 1.1 fully validated, accessibility check, putting content first, pointful keywords and description etc.
After creating this strong basis i leave it to simmer for a couple of weeks, see how google picks it up, tweak it a little where needed. Rinse and stir 
My next step is link building combined with satellite sites (small stand-alone websites dedicated to a single product or keyword with its main purpose to redirect traffic to the main site). Its importent that google believes the satellite sites to be independent else there is no point so you need to make sure they they are really stand alone, usually i also make seperate profile sites for the satellite sites like on hyves or youtube.
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