Search engine optimization is a service that most of the consumers don't understand. They believe it's a dark science, but as a matter of fact it is not. It a job like any other where a good dose of preparation, passion and understanding are required to make sure the necessary changes can be done in order to make a site more prominent and relevant to both consumers and search engines.
Also, SEO requires good tools. I've been working with Advanced Web Ranking since 2002, pretty much when I commenced offering SEO to my customers, and I immediately saw its potentiality. The tool evolved over the course of the years, offering new functionalities at each single release. Although it's not perfect, it's still one of the best desktop based software I can recommend.