Page Rank is determined from other sites linking to you. Natural rank, or Organic Keywords is something that search engines LOVE. Rather than paying for the AdWords, restructure the words on your pages to focus in on your demographic. Remember, you don't have to have all your keywords on one page, you're better having specific pages for specific keywords and then a shared coloboration on the main pages of the site.
The advantage is that you not only get the Organic listing for your domain name, but you'll likely also get a page (or two) from within your site that will show up and be INDENTED. The eyes naturally attract to information that stands out, and if you have a list of domains/links all in one neat left aligned list and you get a link that's indented by an inch, your eyes move to that listing FIRST - skipping past adwords and any other links ranked above you.
Do a search for "x-cart hosting" in google and you'll see what I mean. Your eyes will naturally draw toward one of my links rather than a competitor
