A website has to compete with million others in the market. In an uber-competitive environment a digital property be it a website or any other cannot exist in isolation and without promoting itself.
Whenever someone hits a query on search engine, you get a list of web results that match the specific query. To be present on the medium that is supposed to attract 60% of the traffic to any website, either you need paid-promotion or you can play by the rule book and diligently invest in organic promotion to build your unique identification.
If you plan to go with Search Engine Optimization, you need to adapt to ever changing search algorithms and search update policies to put your website on top of search rankings.
The only way to survive in this cut-throat world is doing what it takes to promote your business on the right medium through the right tools. With white hat ethical SEO services, you can build your web presence and become search engine friendly.