Robin, I'm a bit confused as to what you mean by optimised site.
This idea that someone comes along and does a few magical tweaks behind the scenes ("at the back of your site" is a good one) is a bit of an urban myth.
There was a time when you could "optimise" the hell out of a site by putting the keywords in the titles, H1s, H2s, images, backgrounds etc and that would be enough to rank. Nowadays, that approach would be deemed over optimisation and would attract a penalty.
The easiest way to rank is go and live somewhere with little or no competition. Many carpet cleaning sites rank, not because they are good (many are in partial penalty) but because there is virtually no competition.
A site is going to rank due to the type and quality of backlinks (traditional or social types) and most importantly, the user experience (everything from load speed to SERPs click through rate and visitor dwell time (time spent on site).
What you have got in your favour (and in my opinion, it's great) is a longstanding brand name (robinray). Branded incoming links work really well nowadays, particularly when people are searching for that name.
Don't sweat this optimisation thing too much.
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