Content Management.

Content management is perhaps the most important part of having a successful website.
To be successful and in particular to attract the search engines to put your site at the top of their listings you really need two things:

Regular Updates

Update your site regularly.
This doesn't mean you have to rewrite your entire site all the time, but instead have an area that gets regular updates and new content. A news section, blog or just an ongoing series of new articles or information is perfect. Which brings us onto the second factor.

Relevant Content

The content on your site must be relevant.
Search engines will check to ensure that what you publish on your pages is relevant and importantly that it is original content.