You need to strengthen your foot/digit extensor muscles. Especially your Extensor hallucis. The usual treatment is orthodics (sure, but your just treating the symptom of the problem), rest, anti-inflammatorys. None of those fix the underlying issue. BTW, I have a feeling that all orthodics might be designed wrong

USUALLY, the underlying issue is inflexiblity along the plantar fascia.

Well how do you fix this?

Stop wearing shoes (kinda serious). You see when you wear shoes you can't extend your big toe (up) so the plantar fascia is never stretched and becomes very tight over time....(this also leads to collapsed arches/flat feet)

You can get a pair of those vibram shoes, OR, what you want to do is everytime you walk make a conscious effort to extend your big toe UP, this will stretch the plantar fascia and increase the arch in your foot.

So, soft tissue work by a physio/massage therapist will relieve the pain temporarily, but it will come back eventually. Bottom line, increase extensor hallucis (big toe) muscle strength.