Neil,
I used to do this professionally - increasing Google rankings and also running AdWords and other ad campaigns. It can be very complex, but I can answer any specific questions you may have if you want to post them up or PM me.
One bit of advise - there's 'black hat' and 'white hat' methods. In old westerns, the good guy wore the white hat and the bad guy wore the black hat. Black hat stuff is stuff that tries to 'cheat' or 'trick' the search engine.
Well, most search providers assign trust rankings to sites. A black hat trick might give you a big boost but it will be short lived. Once the search engine people are on to the new trick, anyone using it will loose trust, and get penalized. Gaining trust back is very difficult.
So, if you read about some trick or loophole, avoid that advice. In the long run it's very likely to do more harm than good.
Also, the seomoz blog is pretty good
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Sean
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