Search engines are available 24x7, all 365 days of the year. There is no space to put your guard down, and if you do so you could find yourself toppled from the loft pedestal you would be perched in the blink of an eye.
Giving priority to search engine optimization and maintaining your website, with ease of navigation would be the key to success, in the business that you are indulged in. Your customers should be able to find you fast and quick, which would put you at a tremendous advantage over and above your competition.
This is easier said than done. In the context you would have to mount an articulated and well managed website with all the necessary trappings to stand out when searched for, by your prospective customers.
Since managing, maintaining and regularly monitoring your website is a top priority all your efforts should be directed towards it, which would ensure that the maximum traffic is diverted to your website.
SEO or search engine optimization requires no regular payments to the search engine providers. Being aggressive would ensure that you would be bestowed with high visibility when customers look for the information they need prior to concluding a sale.