Let's look at the five reasons why a company may not need to do (too much) SEO, since no one is looking for your product or service. You're a business company stuck in a contract with a horrible CMS. You want to promote events, ever-changing inventory, or unique offers. Good things take time, especially search engine optimization.
Some business owners want to stop and start SEO. They want to do a site-wide review and expect the results to last 6 months or longer. Unfortunately, that's not how SEO works.