Two more items to be added to the building strategy:

1. Avoid duplicating content through the site. Search engines will happily penalize you if they detect duplicate content through the webpages or even within a single page.
2. Install the SSL certificate. Search engines will penalize your ranking if the site is not secured. 

SEO Tools you can use for (mostly) free.

Your website is ready to go live or is already live and you want to run it through the gauntlet of a set of optimization tools. Which one to choose? The list is long but the good thing is nobody needs to use them all. Rather than giving you a list of the best 25 SEO tools —you can just find plenty of lists with a Google search)— I will go over some of the problems you might detect and be able to fix by using the right SEO tool. More to come.