The challenge is optimizing your site for search engines and for user search intent at the same time.

The former is technical for the most part.

Meanwhile, satisfying user search intent is tougher by a margin. It takes knowing your target audience inside-out, as well as being able to address all their wants, pains and questions.

Then you can begin to prepare content that will do all that, and do it better than all other websites. Last comes placing “bait” for your leads.

And if you seek leads from specific places (like your own city), you will need to optimize your content for local search too.