If good rankings with search engines are important to your business — especially if there are many competing web sites in your niche — you need a visibility strategy. And you need to track your rankings over time in order to make informed course corrections through the evolving internet landscape.
Search-engine optimization (SEO) — the art of safely achieving and maintaining good rankings in the search engines — requires specialized knowledge. Optimizing for seach-engine rankings requires expert knowledge of what can happen when good intentions go awry.
If you choose to use an SEO service, be absolutely certain they are reputable. If possible, get expert consultation on that firm's proposed approach. Conversely, if you elect to do this job in-house, be sure your staff stays up to date on current search-engine practices. A web site's owner may pay the price for bad SEO practices, even if unaware of those tactics.
Some sites employ widgets that automatically generate content relevant to the site. Such devices can help convey an impression of a busy, engaging site to visitors and, perhaps, to search engines, too.