It is definitely search engine optimization that gives life to the website and the online business through the traffic it brings to the website
. Online existence is all about survival of the fittest (Yes, Darwin's Theory of Evolution fits in here too!!). The website that is equipped in all manners and is search engine optimized gets lifted up quickly and indexed in the major search engine results. Top ranks in top pages of these major search engines translate into more traffic. More traffic to a website means more leads, more clicks, more hits and ultimately more business and greater ROI generated through the same.
If you are thinking you can do it on your own, assess for yourself if you possess the requisite knowledge and know-how too to carry out the search engine optimization process. Website SEO entails quite a number of things along with it and catering into each and every department involved is indeed a Herculean task. Content forms another major aspect while one plans to get their website SEOed. It is the keyword rich content that plays a pivotal role in getting the website a good page rank on the SERPs. When the keywords appear in the title tag, Meta tag and alt tag descriptions the chance that the website gets picked up by search engines is high.
Moreover, search engine marketing is a dynamic field. Major search engines like Google keep changing their pre-requisites periodically and their guidelines for SEO too. So, it is an SEO professional who can keep track of the latest developments and design a website accordingly so that the website makes it to the top ranks and garners all the attention it is supposed to. They consider both the search engine's perspective as well as the user's perspective.