Google
SEO to find lots of info and dig down to the free stuff. Or at least affordable.
Right click most any site and select 'View Source". Look for 'meta tag' lines. Compare different lines such as 'Title, Content, Keywords, and compare that to what you see on the site. Are they relevant to each other? You don't need a site like YOU want to build. The IDEAS you see will work for you, if not the actual words and phrases you see.
Me? I google random 'things'. I look at the source of some of the top listing to try and fugure out how they got there. It's sledgehammer approach. Google "
SEO Tutorial" to find a good site with better explanations.
Please understand! I'm just learning too and have little to nothing of 'knowledge' to really help you. I am a beginner, and read voraciously here and elsewhere. And try to understand what is working for some, and what isn't.
Some of the 'dots' I see for sale here boggle my mind. And make me wonder if it's just bots running the site to lure us in to spend!
I googled central va roofer and got 1 site on page 1, the other on page 2. To me, it's who I target, not how many I target. I could change things and get more general traffic, but I'm targeting a certain audience.