After several years of helping organizations of various sizes establish a web presence and excel online, retailers ask us if it is worthwhile to hire someone to do SEO. We know what clients who ask this are wanting to hear: 'No, you don't need it at all, you're search results are going to skyrocket very shortly.' The bottom line here is that you don't need someone else to do your SEO, but you do need to do it yourself if you want to increase web traffic on a lasting basis.
Below are links to some excellent articles on the subject by industry experts. The common theme is, if you create valuable content, you will be found. Your website is like anything else in life; you can't just coast and expect it to do well. You will get out of it what you put into it. Write some articles for your industry. Post a tutorial with a video and images that show how-to. Provide a valuable resource or reference on your site that is not easily available somewhere else, and do it for free. The lifeblood of the internet is good, free content, and traffic will not flow your way in abundance without it.
Here are some articles you should read on the subject, but you will really only need the first one. It is short and sweet, and it is so good, it is referenced by the second one:
This image from LifeDev says it all: