Analyzing your site's SEO health is an important step to take in laying out a strategy for ranking well in search engines.
There are two areas of SEO that must be addressed to gain ranking power, one is on-site SEO, the other is off-site SEO. On-site deals with issues on the site, the nice thing about on-site seo is that it is normally an easier problem to address than off-site seo because you shouldn't have to wait for other people or companies in order to fix these problems.
Of course, that last statement is based on the assumption that you have a web master that responds quickly to your needs, which is not always the case. (Call Charleston-SEO if you have this problem and we'll get you squared away quickly!)