This requires:

• Conducting keyword research to see what keywords people are using online to find goods and services like yours.
• Conducting competitor/industry analysis to see what keywords the competition is using.
• Making sure the website is structured in a way that search engines will like and will find easy to index.
• Editing the code using your keywords
• Optimising the copy using your keywords
• Make sure the website is structured properly for s.e.o

You may be able optimise the your own website or alternatively you could pay for a search engine optimisation services.  (I have been optimizing websites for 7 years and worked on over 50 websites during my career with every website ranking in google for relevant keywords).