It doesn't matter if you're online or offline, people these days practically expect you to have a website. People automatically turn to the internet when they have a problem and want to find a solution, fast. But simply having a good website is not enough. The other no-brainer piece of the puzzle is getting good quality traffic and lots of exposure for your site. The holy grail of website traffic comes from the search engines, and you'll only get that with accurate SEO techniques. When a site gets optimized for the search engines, it gives you the possibility to rank on their first page and get your offer in front of your target market. Success will find you with more traffic and business than you may be able to handle. You may not realize this, but there are significant differences in traffic even on the first page, so you may as well shoot for number one.
Keyword research happens to be the backbone of your SEO efforts. Finding the right keywords to rank makes the difference between a good SEO campaign and a bad one. People have been hearing this advice for some years now, and that is to only target those phrases that can produce the greatest amount of search volume "plus" low competition. As surprising as it may sound, there are a lot of marketers who kind of drop the ball on this one. Using a quality research tool for finding your keywords will really help you a lot. Google has a research tool for finding good keywords and it is used by a lot of marketers. The best way to learn how to use it is just getting in there and playing with it. Word Tracker is another tool that you can use, but it's a paid keyword research tool. But it makes sense to first start off with the free solutions then move on to the paid options.
In some of your pages, don't overdo it, but you can bold or italicize your keywords/tags in your content. That is just something that will help you, everything contributes something, and it's not used on a lot of websites, either. It seems search engines will add a little more SEO weight to these words. With SEO, doing more can often, and usually does, hurt you so don't over-do this. Just implement them two or three times and that's all that matters. With your H1 and H2 tags, be sure you use your primary/secondary keywords in them. If you do that, too, then they'll score higher with the search engines in terms of ranking value, etc. What you want to do, for each site page, is to search engine optimize it for a primary keyword and about two related secondary keywords, or phrases.
Optimizing your site means regular updates to your site with new content. Having relevant information on your site will attract the attention on the search engines. Consistent updates flag your site as a good source of information to the search engines. The search engines will slowly start seeing you as an authority site in your niche if you keep updating your site with more and more quality content. Perhaps an even better motive for updates is that doing so gains the trust of your users and they will come back.
If you are looking for an overnight fix, search engine optimization is not it. It takes time to get lasting results which is why SEO is worth the effort. Don't worry about your fluctuating Page Rank and rather focus on the other factors such as creating good keyword oriented titles and adding fresh content. The more you try and make these external factors perfect, the more respect the search engines will more info have for your site.