1. The best web page optimization tactic:If your website has both optimized web pages and good inbound links then it will be easy to outrank web pages that only have one factor.
When you optimize your website, optimize different pages of your website for different keyphrases. Start with longer keyword phrases that don't have much competition and then proceed with more competitive keywords.
For example, start with the keywords "buy sneakers in knoxville", "buy cowboy boots in knoxville", "buy pumps in knoxville", "shoe shop knoxville", etc. When you have managed to get high rankings for many of these keyphrases, Google will know that your website is relevant to the topic "shoes".
As soon as Google knows that your website is relevant to the topic, it will be much easier to get high rankings for more competitive keywords such as "buy shoes" or even "shoes".
The more pages of your website you optimize for different but related keywords, the better.
2. The best link building tactic:
It's not always necessary that you have more links than your competitors. You need better links.
Try to get links to your website that use the targeted keyphrase as the link text (also called anchor text) and that point to the web page on your website that has been optimized for that keyphrase.
Don't focus on quantity, focus on quality. Getting hundreds of links from a link farm won't help your website as much a few dozen links from relevant web pages with authority.
Our SEO software tool IBP can help you to get to the top of the search results: it helps you to find the best keywords for organic SEO and paid search marketing, it helps you to optimize the content of your web pages for search engines, it helps you with all aspects of successful link building and much more. You can download IBP on our website.