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It is not necessary to pay lots of money to SEO companies to do the work for you. If you have the time to do a little research you'll find a lot of tips that can improve your website.
The strategy has 2 big parts:
-on site optimization: clean HTML code (CSS, DIV's), alt tags, title, meta tags, keywords, anchor text for links, good content etc.
-off site optimization (it requires some budget): building IBL's, link exchange, submitting to directories, maybe some articles on specialized websites, also forums and AdWords.
And don't forget...it takes a little bit of time to see the results for every change you make.
Good luck.
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