Hazel,

The first and important part of the equation of reliably marketing a product is to have the right product (i.e., your web site). So you need to ensure your site has strong foundations—otherwise, the building will collapse one day or later.

In order to build long-lasting traffic from search engines (Google, Yahoo, Bing), it’s very important to do your homework—or make sure you did it right—, as follows:

—1. The minimum you can’t ignore—

First, fake sure search engines are fully aware of your site and pages by managing proactively the relationship with them (see my answer to "How to add your webpage to search engine?" in the source section below).

Second, you cannot improve something you don’t monitor. So I strongly suggest you create a Google Analytics account (http://www.google.com/analytics/, it’s free) and embed the tracking code iin your pages to monitor vital signs of your site (e.g., number of visits, referring sites, keywords searched).

—2. Building good foundations for global search—

Implement search engine optimization (SEO) best practices to meet demand (visitors’ searches) with an offer (unique content) (see the source section below for the link to the self-explanatory "Google’s SEO Starter Guide"—a resource I strongly recommend to read). This mainly includes:
—Identifying relevant topics through analysis of searched keywords
—Leveraging the right keywords in your pages (e.g., title, description, and keywords metatags)
—Writing content on identified relevant topics

IMPORTANT NOTE—Take a closer look at your website through the lens of the Google’s SEO Starter Guide to find out where you can improve it (e.g., page name, page title, description, headers [h1, h2, etc.], content).

—3. Ensuring local findability—

Create a profile for your business in search engines’ local business directories (this one is also part of the "How to add your webpage to search engine?"). You should provide info for ALL the fields to have your profile flagged as complete, and most importantly a link to your website.

—4. Connecting with your audience directly where it is—

Leverage social media. Create an account in platforms like Facebook and Twitter, start a blog, and keep up the good work by making all of them grow. Search forums—the most overlooked social place—for post related to your business. Bookmark your site for specific topics/tags in sharing platforms like Digg and Delicious. You can also add the ShareThis widget to your site as a wrap of all the social features enumerated above.

—5. Taking your initiative to the next level—

Start a Pay-per-Click (PPC) campaign—like Google AdWords or Yahoo Paid Search. It’s really affordable for local businesses. Indeed, it may cost you—a strong suggestion from my own experience—a max daily budget of $5 to generate 5-10 clicks a day, which coupled with a coupon-based ad campaign—e.g., 15% off your next purchase of equipment—would allow you to measure accurately your campaign return on investment (ROI). And furthermore, you’ll have fun.

Once you start making your website more search engine friendly, you will start reaping benefit from it.

—Pascal
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This process is called SEO

You can do the following Steps to increase your search engine position.

1. Directory Submission
2. Article submission
3. Social Media creation eg. Facebook, twitter
4. Forum posting
5. Blog Posting
6. Press Release submission

These all increase your backlinks

Ensure you post on website with a google page rank of PR5+

Remember any link on a PR5+ is worth 100 times more then none