The first step is to understand and analyze the values and goal of a company. Even if the site ranks good on a search engine, it would be of no use if the site does not bring in targeted customers. This would result in poor conversion of visitors to customers.
Unique Value Proposition Analysis
Unique Value Proposition would be a short and simple statement by the company which explains the advantage of buying a product from them rather than their competitors. Analysis of UVP would mean understanding the key advantages and benefits which can be proclaimed on the website.
Once the customer is clear with his/her advantages and product benefits, they tend to buy the product. Defining a UVP also helps finalize the list of keywords that have to be optimized and the customers that are needed.