Just like how you arrange the furniture in your house or change your outfit, your website also needs to change. If you build a website and never change it, Google never comes back and looks at it.
You should be able to look at analytics and know which pages aren’t being seen. Re-design them or relocate the pages.
No one likes SEO or the negative connotation it holds. It's okay. We don't either. So... we re-branded it to
Content Visually Refined.