Search engine optimization is not rocket science. With the way some people talk, you'd think that SEO was the same as going to Mars. True, there are some components that make it a little more complicated to understand... after all, that is why SEOs (search engine optimizers) charge a pretty penny to help websites get ranked in the search engines.
SEO (search engine optimization) is something that needs to be continually addressed. Not only does a site need to have new content added all the time, but the existing, static content, needs to be adjusted, changed and modified.
If your site isn't evolving, then why in the world would someone ever come back?
If your customers have already seen your brochure, do they go back to it very often to try and glean new information? Then why do we seem to think that people will do that with our static and never changing sites?
So, if search engine optimization isn't rocket science, then what is it?