Search Engine Optimisation is fairly critical in terms of your site being listed towards the top of organic Search Engine results (e.g., the first page of Google).  Whilst SEO can be complex, the basics are accessible to most people, and even a small amount of knowledge can make a huge difference to your ranking.  There are lots of really good articles on the web which will give you a general grounding, and many companies like Smart that can point you in the right direction.