Step 1: Assemble a list of relevant search words (aka keywords) that your target audience is using to locate your products and services.
Step 2: Use the Keyword Suggestion Tool to expand your keyword list with related phrases.
Step 3: Spy on your competition to get more suggestions on related keywords.
Step 4: Use Google Search Console (formerly Google Webmaster Tools) to identify how you can improve your content.
Step 5: Localize your keywords to target a local audience.
Step 6: Refine the list of keywords based on their effectiveness.
Step 7: Select the most valuable pages of your site that you will optimize using the targeted keywords.