Search Engine Optimzation is fun. It's like running a race. The track, the weather, they're Google. The track conditions are constantly changing and you have to adapt your running style to the conditions. The other racers are your competition. Get ahead and stay ahead is not enough. SEO tune ups adjust to Google changes and to your competition. The dynamics of these two dictate how often you tweak your SEO. Then catch up, get ahead, and pull away.