@netmeg easier said than done. If you are a small niche website that provides information, people will look at the page, get their information, and most likely won't return.
For example, say you have a website dedicated to "antique unique widgets." You have pages on how to fix the antique unique widgets, what the antique unique widgets are for, and other various information on these antique unique widgets.
Someone finally comes across a antique unique widget and searches G on how to fix it to make it work again. Once he fixes it, he has no reason to come back.
People would normally say start a blog, but there's only so much you can write about these antique unique widgets because there's no new information coming out about them. Plus, with all the funky duplicate content stuff going on, you probably don't want to say anything which might trip that filter on G (and you could simply highlight the pages for your users anyway).
In this instance, you aren't going to succeed without search engines but yet it's also the exact type of website that search engines love (and love to punish every blue moon).