Of course, optimize your content so that it's easy to find and index. That's building your site correctly. All I am saying is that after market SEO is a little

Of course, optimize your content so that it's easy to find and index. That's building your site correctly. All I am saying is that after market SEO is a little gimmicky because of the patchwork approach taken by many SEO specialists. As a longtime developer that has had lots of interaction with clients, I know they often spend their time worrying about SEO instead of posting good content. If a consumer isn't satisfied with search rankings and they think their site is poorly built, then they are better off contracting someone that will build it correctly the first time. Now obviously a dynamically served website has some SEO issues and needs some special attention, but this shouldn't be an after thought or third party component.