On page SEO is an important process you should implement before considering an off page SEO campaign. This is the process of optimizing your website pages to achieve a higher SERP in search engines and subsequently receive more traffic.
Keyword research is a must before designing your website or you're wasting you time. The recent Google "Fred" algorithm update targets websites with thin low value content so you should have better quality content than your competitors. Mostly images and little word content isn't going to show Google what your website is about. Bottom line is you have to prove to Google your website is an authority for your niche.
Below is an on page SEO checklist