Search engine optimization (SEO) within your website is worth your time to do it correctly. Once you've identified a prime keyword, a new page must be built on your website that places this keyword or phrase in wise locations.
SEO within website provides a set of procedures for the proper placement of keywords on a page to increase the likelihood of ranking for that keyword phrase. This makes up roughly 25% of how you 'get found' on the internet so it's definitely time well spent.