If you have a website that drives traffic to your business, then you need to do seo in order to outrank your competition. Sometimes, seo is simply writing content for the site or building links into the site in order to push yourself up a bit in the search results. The problem is that the competition also would like to be in that position, and there is a good chance that they have hired a professional seo to do the things necessary to outrank you. The results are based on nothing but competition, and who is providing the best information on the site. The better the information, the higher the rankings. If the competition is providing better information and doing it in a more regular basis than you are, then they are going to outrank you unless you do the same level. If they hired an seo, then you need to hire a better one.