You see this a lot when SEO is offered as part of a new website design. The developers want to provide a value-add service and include “optimization” as part of the package. Unfortunately, this often creates false expectations.
There is a lot about SEO that is a one-time fix, but as a whole, optimization is never done. As a web marketing company, we are always analyzing data to find weak spots in the site architecture and site performance. As we find these problems, we then invest time in fixing them.