Do competitive analysis to see where competitors online traffic is coming from, what keywords they are using. Lots of ways to find this information including Compete, Alexis, and SimilarSites
Refine listing on Google Places. Especially important because 1 in 4 searches are related to location.
Review how we are listed in online directories that refer traffic to our site. I didn't understand how important that was until I found one that had mistakenly tagged our school with keywords "bereavement, grief, funerals"
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