You can register your site with search engines. Sometimes it works, sometimes not.
register web site with search engines - Google Search (http://tinyurl.com/yrjy7g - broken link)
Number of clicks in the search engine site (i.e. Google) counts. Keywords count. Uniqueness of name counts.
Go to the rep site that ends up at the top a lot. Right-click the page and click on "View Page Source". At the top of all the gibberish you should see some headings with words after them. Look for:
<meta name="keywords" content=
What is after this is the list of keywords your competitor is using. You can use them too.
Paying for advertising will place you "above the line" on Google, or on the right margin. Above the line are those you sometimes see as the first two or three sites. I can't go directly to them because my Firefox is set to block advertising.
You can Create an account with Google that will add you to their maps, etc. I have one and the address is the location of the building that has my PO box since I run my business out of my home. Look at the top right corner of Google for creating an account.
You can also use their business services:
Google Business Solutions
Other search engines have similar features, but I am a Google user.