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First know your competitors, type your keywords in Google and take a look at the top websites listed, study their backlinks, content, and PR.
If competition in your chosen niche is fierce, you have to double your efforts, you really need to spend plenty of time doing SEO for your site.
Acquire quality backlinks, promote your site and put fresh content in your site regularly. You might not rank well with your major keywords but you could land decently at the top listing with other keywords related to your site.
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