An astounding 94 percent of consumers research products online before making a purchase, so SEO (search engine optimization) is of paramount importance if you want to drive traffic to your site [source: Google]. You can outsource SEO, but you can also do it yourself with a few simple tweaks to your site.
The most crucial step you can take is to pack your site with keywords in the page titles, copy and URL on at least your 10 most popular pages. Find out what search terms Google associates with each page on your site, then add them wherever you can. Think like a customer — what are they searching for when they find you?
When you're putting keywords into copy, try not to force it. Having interesting content is the best way to get people to link back to your site, another important factor in SEO. So the keywords should read naturally, not like you've plugged them in randomly. Optimizing for "long-tail" keywords is also a good idea — these are very specific phrases that could lead people straight to your site instead of a competitor's.
We have only 200 words here, so this is just the bare minimum, but SEO is vast. It'll end up being a direct or indirect player in all of your marketing activities.