If you create a website to endorse your services or products, you take for granted that people will find you for “create a website” or “borehole pumps” (according  to the industry of course!)

What most people don’t realize is that people also search for unclear terms associated to your industry - like “PHP content management system with MSQL database”, or “submersible centrifugal pump” , although these obscure terms are searched for less often. The point to bear in mind is that the Long Tail might actually build up to more overall searches than the big, obvious 'head' of search terms! I am not saying that this will be the case for you but it certainly could be an edge over your competitors, who probably have a few one pagers at the most describing what it is that they do.

Like I mentioned most business websites just put up a couple of pages relating to their offerings in the most general terms. These pages are kept in the search engines database. Now when people search for a general term like “create a website” the search engine will do a quick scan through its database for “create a website”, and class the results in the order that they think will be the most applicable to the searcher. This is great, if you have done all your optimizations and your linking strategies - but what about the less obvious terms? If you don't have pages with these terms, you simply won’t be found for them!

This is why you need to be updating your website all the time, search engines just love new content. The more new content the more they will come visit you.