The best way to get better results in search engines is to add appropriate content to your site that includes the keywords you want to get found for. 

For example, if you want to show up when a visitor googles Acme Fire District, or Fire Services in Acmeville, then weave that name into some of your content - not just the main post on your home page. Note that page titles, heading tags and bold tags sometimes help search engines determine what is more important, but not always. Try to think how your visitors will, when searching for you. What would they search for?

It's important to keep in mind is that Google is always adjusting its algorithm to weed out fake or misleading content - so don't go crazy with keyword stuffing (see below under Things to avoid), or using the same phrase over and over in your body text in an unnatural way. Just add the appropriate keywords or phrases to your content where appropriate, keeping in mind that you want to include it wherever it makes sense.

Once you've edited some of your content to add the relevant keywords or phrases, you can then go submit your site to the search engines and ask them to index it:

Google - 

Bing -

Additional tips from Google:

Give visitors the information they're looking for

Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site.

Make sure that other sites link to yours

Links help our crawlers find your site and can give your site greater visibility in our search results. When returning results for a search, Google uses sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google interprets a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important." Keep in mind that our algorithms can distinguish natural links from unnatural links. Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors. Unnatural links to your site are placed there specifically to make your site look more popular to search engines. Only natural links are useful for the indexing and ranking of your site.

Things to avoid

  • Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site.

  • Don't feel obligated to purchase a search engine optimization service. Some companies claim to "guarantee" high ranking for your site in Google's search results. While legitimate consulting firms can improve your site's flow and content, others employ deceptive tactics in an attempt to fool search engines. Be careful; if your domain is affiliated with one of these deceptive services, it could be banned from our index.

  • Don't use images to display important names, content, or links. Our crawler doesn't recognize text contained in graphics. Use ALT attributes if the main content and keywords on your page can't be formatted in regular HTML.

  • Don't create multiple copies of a page under different URLs. Many sites offer text-only or printer-friendly versions of pages that contain the same content as the corresponding graphic-rich pages. If your site has identical content that can be reached via different URLs, there are several ways of indicating the canonical (preferred) version of a page.