It's called "Search Engine Optimization" , usually abbreviated as SEO.
It's a polite way of saying, "Gaming the search engines so our webpage results in a higher ranking than similar webpages.
If you want to pay a company to do it then it will cost you anywhere between $500-$10k depending on a lot of factors.
If you want to do it yourself, first you have to find out if the pharse or search terms are already saturated - in other words how hard are you going to have to fight other web pages to appear more relevant than them.
In general, there are a few simple things that you must do before you even look at the more obtuse SEO techniques:
* your domain name contains some or all of the search terms
* the URL contains the rest of the search phrases/terms
* your page contains relevant, useful information
* your site doesn't verbatim copy content available from elsewhere
* your page title, meta information, etc all have relevant words/phrases in them
* your site is registered with the major search engines (they all have "submit your website" forms to make sure you appear in their index)
* you update your site frequently (several times a week)
* you draw a lot of traffic
* your site is VERY quick to load
* your site has at least 75% content (versus ads and other irrelevant material)
* your site is strongly internally linked (ie, every page in your site links naturally to other pages in your site so every page has at least one incoming link)
* your site links to other definitive relevant sites
* sites with similar, relevant content link to your site as the definitive source
Keep in mind that depending on your site's goals and content, some of the above may not apply. Depending on the phrase you're trying to get, you may have an easy time, or a hard time.
But it's really a rabbit hole, because Google and others spend millions of dollars a year for employees who find out ways people are gaming the system that ruin search results (search spammers) and develop algorithms and techniques to combat them.
Your best bet is simply to provide frequently updated, relevant content and get other people who have the same interests talking about you and your site on their site.
But you can search for "SEO" and go down the rabbit hole to see if you can gain an unusually large amount of traffic quickly, rather than waiting for natural growth.
But if I get a spammy SEO link request from you or a company you hire, be prepared for
my response. I still get these occasionally even though my pagerank is only 3 (sigh - I used to be a 5, and I was getting $200/mo from google ads, but the internet has moved on, and my site is rather stale...)
