Search Engine Promotion (Optimisation) is an ongoing process.
Content Is Key
Your content is one of the major factors in improving positioning and each page should contain specific information about what you are advertising on that page. Although content is a major factor there are also many rules for website developers to implement into a website in order to improve rankings and monitor the progress.
Things To Consider
Once your listed in search engines you will get found for certain things but you really need each page monitored and optimised regularly to get higher rankings for phrases you actually want to be found for. Put yourself in your potential customers position, what would you type into Google if you were looking for a company that is in your sector ?