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Once all the preliminary SEO factors are determined, site design and usability should be implemented. In fact, most people get site design confused with site development, where steps such as competitive analysis, setting marketing goals, keyword analysis are usually skipped, and the graphical design of the site becomes the initial step.
Nevertheless, this doesn't mean that this factor is not important. On the contrary, this is when the characteristics of the products and services are conveyed to the public in the most effective way, and most significantly branding takes effect.