This is one of the most critical and confusing aspect of working on the Internet.
Web surfers look for good content more than anything else on the Internet.
If they find it on your site, they will stay longer and come back more often. Loyal visitors make good customers. Keep your website active by changing and adding to the content on a regular basis. Make sure that the words which describe your site are on the first page and in your meta tags. Avoid the temptation to alter your site to artificially improve your search engine placement.