Ask HN: How do you increase your range/exposure?

In early stages of a company/brand, how do you increase your reach beside paying google to rank your website higher?

Our current product is in the medical-area and the people affected are in older cohorts, even-though the insurances would pay which would make them the costumer? Therefore we would probably need to be a bit more conservative.

Currently we are looking into SEO and mentioned cost to get on the front page. We have a medical and tech background but little marketing experience so any hint to sources is also welcome.

Thank you.