Do a keyword profile for your business once every six months. The web is an ever-changing beast and so are customers' surfing habits. A keyword profile from two years ago is useless. You can refresh this by using the Google AdWords Keyword Tool to plug in current key terms and follow its suggestions to switch up your site copy. Where you notice big changes, you may want to change your site navigation and create new pages to speak to your new key terms. This will reduce your bounce rate by putting your site on the map for terms that your customers are actually looking for.
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