The Keyword and Competitor Research level is a continuous process that will expand as you get deeper into your organic optimisation strategy. It is important to understand that the keyword phrases your customers use will change, not only over time, but also as they travel down your sales funnel.
About 25 percent of your SEO efforts should be spent on continually understanding the keywords and keyword phrases that drive targeted traffic and conversions.
Before you move up the Online Presence Optimisation layers, focus on your keywords and your competition for those keywords. To get started, make a list of 3 or 4 keyword phrases your customers are searching for to find the products or services you are selling. Only after you develop this list, you should move to the next level and create Optimised Content Marketing plan.