Like all marketing initiatives, search engine optimization needs a strategy and more importantly commitment for the long haul. Just because you have a website doesn't mean you will automatically zoom to the top of the search results on the search engines. Even if you know you have a search engine friendly website - meaning it is programmed where the search engines can find their way through it, there are several other factors that play a roll in the search engine page rank game. Some of those SEO opportunities have to be worked on monthly, weekly, even daily.
One thing that has to happen is being found in the search engines for keyword phrase pertaining to your product or service. And you really need to do research on what those keyword phrases should be. You might be surprised to find that the terms you would use, aren't necessarily the ones that "regular" people are using to find what you are selling. Sometimes being in the business puts you at a disadvantage because the typical person searching may not be familiar with terms specific to your industry. Be open to hiring a company that specializes in Search Engine Optimization to help you run keyword research, analyze your competitors websites and work out the best keyword phrases to go after. Then let them help you write content for your website because pages without well-written, keyword seeded content won't help you either. AND NO BLACK HAT PRACTICES. This includes Keyword Stuffing - adding a ton of terms that have nothing to do with your website just so you can be found or Invisible Text - which means adding text in the same color as the background to attract search engines spiders. If you are going to do it - do it right...don't try to cheat because Google especially, can and will, black list your website from their search engine completely - or in other words kick you off the internet.
Search Engine Optimization is a must! SEO is an ever moving target which requires you to constantly be looking at ways to increase your website's visibility. Solid keyword phrase "themeing" of your web pages, backlink building from relevant websites to your own, implementing a blog on your site and then maintaining interesting, consistent updates, search engine optimized press releases for announcing important information, email marketing along with Social media such as Twitter, Facebook and Linked In. These and many more online marketing opportunities have a roll to play in the search engine ranking game!
Whether you do this yourself or hire a company to do it for you - all of these things need to have a well thought out strategy for implementation and continual work to maintain and (with luck) increase your website's position on the search engines for the keyword terms you are wanting to be found on.