You could spend your life on this SEO work – it is very slow painstaking and potentially unrewarding work. But I am soldiering on and doing my best to get us some sort of ranking. I am also looking at all the web copy and recoding the CSS and layout of our site.
Obviously plan B is to get someone else to do the SEO work for me and with that in mind there are quite a few good freelancers out there at very reasonable price. So I will be looking into that anyway.