Ranking high in the search engines will give you no guarantee that people will find you. You need to generate traffic through other means to truly provide your website the number of visitors that will help you achieve your business objectives. SEO can provide some traffic but other tactics may include social media marketing, pay-per-click advertising and email marketing.
Pay-Per-Click Advertising allows you to buy ads on websites such as Google, Bing or even Facebook. You only pay for the ad when someone acutally clicks on the link. When implemented properly, your ad will generate very targeted traffic to your website.
Email Marketing has been around for nearly 20 years but only recently has seen widespread popularity. The risk, however is that you will over-communicate your message. Done properly, email marketing can drive appropriate traffic and increase your connection to your client base.
Social Media Marketing allows you to harness the power of a variety of social networks to get your message out. It is common that up to 90% of a website's traffic can come through social media channels... long before people will come from SEO, email marketing or even pay-per-click advertising.
Generating traffic isn't designed to help you directly make a sale but having more people come to your website will certainly increase your odds of making a new sale. To optimize your site for making a sale, you'll want Conversion Rate Optimization.