SEO etc

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Job Description

I am a mortgage broker working out of Toronto, Canada, I need to start doing SEO and SEM, and I believe it all starts with keyword research. I have hired someone in the past to do some keyword research for me and we came up with 5 or 10 keyword phrases, but I'm not convinced we did a thorough enough job, or that we have enough keywords. I want to build a new website, but before I do, I want to make sure we have done proper research. I need to have a proper understanding of what it take, realistically, to rank on the first page of Google for at least some of my keyword phrases. What are the steps that need to be taken, how long will it take me to rank well, and how much will it cost? Here are a few competitors who appear to be ranking well for some of the same keywords phrases I want to rank for: www.joewalsh.ca, www.northwoodmortgage.com and http://www.romspen.com. I look forward to your feedback and proposals. Thank you