Don't we all do By various things, like optimizing your pages, writing fresh and unique content about that topic, getting back links to that website. And much much more. Join the co-op network for backlinks. http://www.digitalpoint.com/tools/ad-network/
lol, maldives I think you are on to a winner there!!! seriously though its not easy and takes time do some reaserch, type seo into google and have a look around.
Using special keyword is not enough to make your site rank high in the major search engine. You should use link building processes like onpage and off page optimization. A White hat method can also be done in your site.Oks