"[As] you would do to your vehicle before a long road trip, before going about a link building campaign, give your site an inspection and tune up," Baker says. Start with the basics, like checking for target keywords in the title and h1 tags, as well as throughout the on-page content. Try using a tool like Website Grader to see if there are any areas in need of improvement.
Then, run a tool like Xenu Link Sleuth to make sure that all of the existing internal and external links are functional. Also, check to see what anchor text is being used on your inbound links.