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Write down ideas clean drinking water . "Site Concepts" as they hit you -- build your list up to you might. What do you know and love? Whoever else learned "on the employment?" As you read the daily newspaper, or watch a talk show on TV, or chat with company search friends/colleagues, or browse a guide store, keep your antennae up for new ideas.
Unless your internet site is exceptionally strong, or powered/sponsored by another powerhouse website, you needs to do some off page search engine optimization. This mainly includes getting targeted back webpages.