1. Keyword research: Identifying the keywords and phrases that people are searching for and strategically using them throughout the website's content.

2. On-page optimization: Optimizing the content, HTML code, and structure of individual web pages to make them more relevant to search engines for specific keywords or topics. This includes optimizing titles, headings, meta descriptions, and URLs, as well as improving internal linking and site speed.

3. Off-page optimization: Building backlinks from other reputable websites to improve the website's authority and credibility in the eyes of search engines. This often involves creating high-quality content that other websites naturally want to link to.

4. Technical SEO: Addressing technical aspects of a website, such as site speed, mobile-friendliness, crawlability, and indexability, to ensure that search engines can easily access, crawl, and index the site's content.

5. User experience optimization: Ensuring that the website provides a positive user experience, including easy navigation, mobile responsiveness, and fast load times, which can indirectly impact search rankings.