I was once involved in an SEO/PPC pitch for a major pizza company (by major I mean one of the top 3 players). One of the issues they wanted addressed was their

I was once involved in an SEO/PPC pitch for a major pizza company (by major I mean one of the top 3 players). One of the issues they wanted addressed was their ranking for the term 'pizza'. This is not something you'd think would be an issue for a company like this, but they weren't showing up on the first page of results. We suggested that they might want to include the word 'pizza' somewhere on their homepage. That's right. The word pizza wasn't in the title, the meta-tags, the alt-tags, the body copy- it wasn't anywhere on the page. Apparently, that little tidbit had gotten lost among all the priorities of Branding, Marketing, Messaging, Promotions, etc., etc. As soon as they added the word pizza into their title tag, they rocketed to the top of the results. Was that value worth paying for? Of course. Was the solution totally obvious? It should have been, but in case after case we find that, especially with larger/older companies, it's not. IMO, SEO is completely natural at the one-man-sized-business level. Like most things, it gets increasingly complicated as you scale up.