From evolt.org, 10 steps to improve your search engine ranking. As this article states, "if it can be sold at all, it can be sold online," and it's this tenet that makes search engine optimization such a hotly discussed topic. From selling your company's profile, to your products, to yourself, achieving strong search engine positioning can seem like an elusive goal.
While there are many methods out there for building a profitable website, from banner ads to email campaigns, by far the most cost effective over time has proven repeatedly to be search engine positioning. That major advantage search engine positioning has over other methods of producing revenue online is that once high rankings are attained and provided that the tactics used were ethical and that continued efforts are made to keep them, they can essentially hold and provide targeted traffic indefinitely. Your site will rise and your site may sometimes fall in the rankings but a solid and complete optimization of your site will insure that through algorithm changes you may fluctuate but you will not disappear.