If you want people to find your web site using search engines like Google, it’s not enough to simply be listed; you need to optimize your sites and the external backlinks pointing to it. Consider HTML heading tags (<h1>, <h2>, etc.). Heading tags tell search engines the importance of keywords on your web site. For example, you may have an order form on your web site with the words “Order form” displayed as an <h1> heading, but that’s a waste of your search engine mojo…afterall who is going to search for the words “Order form.” You’d be better off using, using that <h1> tag with a title or phrase related to your site, like “Cheap Buffalo Baking Supplies” (that is, if you sell baking supplies to New York residents).
The idea is to imagine all of the terms and phrases someone might type into a search engine while looking for the products/services you sell on your web site…and then design the content on your site to emphasize the keywords.