There are two ways to optimize your site for promotion.

1. Onpage – necessary
    
   1. Select Keywords
      Best to focus on one or two keyword phrases per page.
      Use keyword tools to research popularity of search terms relating to your business.  (May be best to select words that are 2^nd or 3^rd in popularity unless dealing with a very tight niche).
   2. Analyze competition
      Examine top 10 sites for keyword placement, titles, header tags, alt tags, bold, italics, page rank. 
   3. Incorporate competition’s correct usage of items listed in (2) above and add remaining items to your web pages.  (Most sites - even top ranking sites do not optimize their pages properly).
2. Offpage – more important than Onpage
    
   1. If not already, get indexed in Google – (never use the Submit URL tool provided by Google - takes 6 or more weeks to get listed)
   2. Get indexed by the other major search engines.
   3. Link Campaign - Campaign to get as many high ranking sites as possible linking to your site using correct anchor text – the text contained in a link - (this is the single most important item to get a high page ranking in Google). 

Campaigning for links involves close analysis of your competition: who is linking to them, what anchor text are they using, how many outbound links do they have, whether or not the web sites linking in are considered “authority sites”, the IP address of these links, and so on.  That is followed by sending messages to these sites and asking them to link to you.  Some will and some won’t, so the process is ongoing until you get the placement you desire.

It is also necessary to set up a links page(s) on your site, as many sites will not link to you unless you provide a reciprocal link back to their site.

Another very effective way to get links is to distribute informational articles on your business topic to article directories.  Other sites or newsletter publishers will pick them up to publish on their sites and thereby provide a link back to your site.