The first thing I do for any SEO project is the keyword research for the subject. Finding keywords that are good targets and can bring good amounts of traffic is the most important part of any campaign. Ranking for the difficult terms can take some time but with proper research ranking for longer tail or lower search volume keywords can be rather quick.
Once the correct set of keywords has been found it is up to the next step. Building the on page optimization to cover those, assuming you’ve already got some content started this can mean adding or adjusting the content to suit the terms you are targeting.