These days anybody who owns a website is going to be besieged by aggressive SEO sales pitches. You'll be told that your SEO pretty much sucks, and it's damaging your business. Let's get a few things straight.
SEO is an advertising tool which exists alongside and complements all your other marketing channels. Your investment in SEO needs to be apportioned relative to all your customer engagement strategies. The level of investment also should be apportioned relative to measurable traffic goals which you set.
Those goals in turn have to be set relative to other related goals in the arenas of revenue and profits. In other words, investing in SEO needs to be contemplated relative to the entirety of the puzzle. Salespeople shoving this one piece in your face and telling you that you need it are just blowing smoke.
Making SEO decisions rationally is a challenge for many companies because SEO often resides in the domain of IT and is hidden in the budget of IT. Things get done just because they're possible, wasting time and money.