Question for techy types

[The People]

Last night I was watching a TV show and something was mentioned that I actually tried to research a bit on behalf of MM. No results on this end. The show was Dragon's Den and a woman who was looking for money for her project had done something with her site to bring it closer to the top when people Googled certain things.

Does anyone know how this is done? Is there a cost attached? It is just another way of letting more people know we are here. I expect there is a tight budget and I wish I could help but rent and cat food take most of what I earn. Yoga is paid for by cleaning the studio.