If yours is like most small businesses and startups, you are in a relatively narrow niche. In that case, I would strongly encourage you to pursue an organic keyword optimization strategy to get a top search engine ranking — doing it well can produce many new, qualified prospects already shopping in your niche. Here are the steps you should be thinking about:

• Start tracking the keywords you think you want to start optimizing around. Ask yourself, what is the one phrase that someone might search on that nails our "value proposition" or the problem we uniquely solve.
• Start tracking your company’s search engine ranking (which page — front?) on Google, MSN, and Yahoo. Google has a little over 50% of the search market, so it is still worth watching the other two engines.
• Start tracking the traffic these keywords are sending to your site and how that changes over time.
• Ensure your keywords are reflected in your sites’ meta data. (use www.WebsiteGrader.com if you’re not sure)
• Use the keywords in important places on your site (i.e. page titles, bolded words on pages)
• Use the keywords in the titles of your blog articles.
• Create a special web landing page for people coming from Google who searched on your keyword that speaks to exactly what that visitor wants, rather than give the visitor your generic message — this will dramatically increase the likelihood of "conversion."