See also Publishing
As of May 2007, we have successfully setup Google AdWords campaigns and got the customer's link on the top of the search results for their particular keywords whereas before their link did not even appear in 1000s of hits! This occurred in the space of a week of us setting up their site. AdWords listing results were instantaneous. As to if this leads to sales only time will tell but at least now the site is visible to the world and not lost in the millions of similar sites in the search engine.
Since 1998, we have been optimising Web content for search engine spiders and to enhancing high hit-rates for basic HTML pages to bring them out of the crowd using standard information retrieval techniques.
We can also pick words to increase the clickthrough rate. This comes from us being a librarian and indexer and specialist in meta data searching and retrieval.