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If you want to do SEO for any new website then first of all you should to do On page optimization in proper way like Meta tags i.e Title, Keyword, Descriptions. For these you can use keyword planner tool through Google adword keyword tool which is little bit changed now from earlier. Try to choose proper Title, Keyword for your site and then use your title in your description. Don't try to repeat description, keyword again n again in different different pages of a site. When this process is finished then you can start off page optimization to get organic rank.
On Page factors in SEO are those factors which are optimized on the website itself. For example: URL Re-writing. Optimizing the Website URLs is one of the on page factors.
Other On page factors are:
9.Page speed and Load Time.