Gibby,
Submitting your site to Google is nice but really not essential, Google and other search engine will find your site anyway (provided you get links pointing to it from sites already listed in Google) the most essential things especially when it comes to being ranked for the keywords you mentioned is getting links to point to your website for those words from preferably sites within the same industry or as close as possible.
So to get well ranked for "vegetarian shoes" for example you should get links where the anchor text used to link to you is " vegetarian shoes"
PPC are good but organic result is even better. (and of course cheaper)



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