I don't "set it and forget it".
Are people finding what they want? Are they getting frustrated by painful contrast or barely visible links. I make sure your users' visit is a pleasant one. Optimizing usability involves putting content where users will find it, and making sure they don't leave with a headache.
Optimizing SEO doesn't mean the same thing it did years ago. Search engines are much smarter now. You don't have to beat them over the head with keywords. This lets us focus on making great "for-human" content.
I make sure your users are never waiting on your site to load. You have seconds to make your first impression, don't waste any of it.
User Flow and Drops
Similar to usability, user flow and drops looks at how people get to your site, what they do while they're there, and when they leave. Then it's my job to find out if I can improve this experience, and get people to where they want to go faster.