Search engine optimization is a very important and simple concept... yet most companies I know of don't take advantage of it. Often, they think it requires the help of a specialist to do it (which is true if you are trying to rank for a really competitive keyword), or that it requires an enormous amount of time and effort.
However, for most businesses out there (especially local businesses), a little bit of search engine optimization can make a big difference in the number of qualified visitors their site gets.
So, how do you tackle search engine optimization? Basically, you need to create content on your website. More specifically, you need to create one optimized web page per concept you are trying to rank for.
This may seem like a lot of work, but once a page ranks for a particular concept, it will send you a lot of visitors for a very long time.