I think the first step is to work out what you are selling / promoting design your information archtecture around that and whilst you are building the site implement all best practice for SEO.
So if starting from a blank canvas
1/ What is the site content?
2/ What are you trying to acheive
3/ What are your keywords
4/ Build the site.
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SEO, SEM and Usability studies, independant consultant.
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