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If your site is well established, been around a while and suddenly disappeared, then you'll need to check your inbound links. You do this by running a character check and entering "+www.yourdomain.com" into Google, then noting results. This isn't number of links Google associates with your PageRank, but actual number of website pages that has your domain listed either by hyperlink or plain text. Write down number of results.
Next run a link check. Enter link:www.yourdomain.com into Google and write down results. This lists number of sites offering value to your site that Google knows of so is very important to get as many as possible.
Now, analyse numbers. If you have no character check results, you must start getting inbound links to your website. Read up on my SEO article on how to start a marketing campaign.
If you have character check results but no link check results, then links you are getting are wrong ones.
Download Google Toolbar and monitor PR of pages your links appear. There are many ways of linking to websites and those that link to you must do so properly.
Another thing to note is make sure you see location of where link will be placed. It must have a PageRank value. Remember Google Toolbar. Quality and quantity equals results.
If you have character check results and link check results then basically you need more of them. Remember, quality and quantity.
OK, so you have tons of links, both character check and link check. It's not your marketing that's problem, it's SEO side of coin. Search engine optimisation consists of document structure and correct keyphrase placement.
I'll refer you back to my SEO article to get started there. Google, as do many other search engines, constantly shift posts as to what they deem a relevant website which is why results and positions constantly move about.
This makes things extremely difficult to keep up with but it's important to stick to certain rules to be as consistent as possible.
Google will take time to display changes you have made so be patient. It could well be that competition have simply squeezed you out which does happen, however you'll know if you've suddenly taken a hit in listings as it can be very immediate.
Ultimately, follow steps laid out above, be methodical and be patient.
Author of Optimising Your Website, and an IT Consultant for local UK Government and various European Union initiatives, Edward Clarke specialises in website accessibility, css, web standards and search engine optimisation. Visit Edward's consultancy website and his blog for more information.