Take the time to write copy that is descriptive and includes good keyword/keyphrase density. Create page titles and include metadata that the google bots can easily crawl and create a directory structure that includes the keywords you're seeking to optimize.
It's amazing with the sheer number of pages out there that Google is so frequently crawling and indexing new content. I see changes in the rankings within a week of posting new content to my blog alone and within two weeks, I regularly achieve positive momentum in the SERPS.
Just goes to show you that content is still king...