SEO is worth every penny start small.
Don't loose hope. I maintain several sites that would get little or no traffic if it were not for SEO tactics. I won't list them here because they are business to business sites.
I will say this much some of the small companies we have had do SEO for us have turned out as good or better results than some high dollar SEO programs we've run. The key is to start small and see what works. I'm no SEO expert but in your case you would do good to start optimizing for some of the products you carry that are not so easy to find. The key is you have to start.
There's an old story of a business owner that refused to advertise, decided to sell his business and the first thing he did to sell his business was advertise it for sale???
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