The searchengines provide rivers of keyword specific trafic,
it is just to tap in there. Mind both Quality and Volume.
The normal way is you have a company, and than make a website showing your product.
Think the other way around. Find a niche keyword for your product, create a site around that.
Offcoarse this should fit your product an your company first of all.
Providing you allready have an internet site:
What position do you have in google?
First take note of your position on several keywords to be able to measure results.
Dont use unethical invisible spamming methods, that will lead to penalties in searchengines,
and wont help people finding things on the net in the end.