The most important part of any optimization campaign is link-building. Getting relevant links from relevant sites to your content will improve your rankings like nothing else.
In order to get you started, I've assembled a few pointers:
Apply to the Open and Yahoo! directories
Submit to solid directories such as Joe Ant, Skaffe and Gimpsy
Join your chamber of commerce, industry association, marketing organisaition, masonic lodge or anything to get your name out.
Issue press releases on a regular basis. Printed media gets you know & media websites will include the printed text & links.
Buy a list of high-profile journalists and contact directly for one-on-one interviews
Backlink your competitors and those ranking ahead of you for link and advertising leads.
Announce your new site in targeted industry magazines. Buy advertising, if necessary.
Comment on the sites of prominent bloggers in your industry to get your site known.
Create a blog and update it regularly. If your site is seen as a destination rather than a passing-place, you will receive more weeks. Add the blog to all the blog directories & RSS feeds to RSS directories.
Some of these things cost money. If you are just starting out, you will learn far more by not paying in the first instance, you will find out how to get links for free & you will quickly find what works. If you have a budget, split it wisely and do not exceed it.
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