The most well designed, information rich website is little more than a needle in a haystack without strategic Search Engine Optimization (SEO). An effective SEO plan consists of both organic and paid advertising efforts... with a huge emphasis on the organic or "on-page" side of the equation.
The organic side of the plan requires a very content rich site that is well optimized internally with basic search engine submission and verification. There are also many opportunities for link-trading, affiliate and free listing/directory programs to take advantage of. They say that on the web "content is king"... just remember if the content is not well written and super key-word rich, it wont be very effective in regards to search ranking.
On the paid advertising side, there are several options to choose from. Google offers sponsored link programs and pay-per-click advertising campaigns that are a really effective way to get started climbing in search engine rankings. These programs can be adjusted often in order to control traffic and fit changing budgets.
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