We have encountered several clients lately who have avoided Searh Engine Optimization efforts because it's too expensive and they don't understand the cost-benefit. Serious SEO is a time consuming effort to be undertaken by experts who focus only on SEO. But that doesn't mean one should avoid SEO all together.
Too many sites have no metadata (title and description). They are missing H1 tags. The meta data conflicts with the nomenclature on the site.
These are relatively simple, tactical corrections that EVERY site should incorporate. I think people are scared away by the seemingly intricate XHTML landscape when just a little bit of training can have huge impact on search results.
This is a good subject for a phone call if you're interested. Thatcher Drew - 917-710-1338.