SEO, or Search Engine optimization is the art and science of increasing the ranking of your web site with the search terms many would use to get to your type of business. It is an art and science because it is complicated based on the requirements of the different search engines — and those requirements being a moving target.
I install an add-on that builds a site map daily and notifies the search engines of new context on the web site.
Since the search engine requirements are a moving target, this add-on is frequently updated to keep up. When an update is available, the administrator is notified, and given a link to click to automatically update. Click once, and 2 seconds later you’re good to go with the newest version.