Start with SEO. At this point you understand why, but the how may be what eludes you. This is not an "if you build it, they will come" type of scenario. This is heavy lifting work...there's just no way to sugar coat it. However, if you start with these three areas you'll be well on your way.
Page Content. You must optimize every page on your site. This includes careful consideration of the page titles within the code, the page URL name itself, the header of the page, the body text, amongst other content points.
Press Releases. While press releases aren't what they once were to reporters, they are an excellent SEO vehicle. This is simply due to the access to Internet news portals the end user now has (Google News, etc.). So be sure to utilize this tool to drive traffic to your site.
For additional SEO tips, visit Designing Your Website for SEO or download the SEO Checklist (DOC).