Top ten rankings guaranteed or your money back! Top ten ranking for any keyword within 6 weeks! The hyperbole is enticing and in some rare cases realistic but in most instances this kind of SEO magic is designed to help your money disappear. Search engines aren't easily fooled and if they are a penalty generally soon follows. There is no magic wand that can be waved over your website that will guarantee search engine success.
The real magic comes from quality relevant website content which encourages other quality websites to link to you. Developing content that is valuable to visitors is no accident; it is often a long process using trial and error to produce a final successful product. Once you feel your content is optimized and creates the most value for your visitors, minor tweaking can help maintain that value and keep content current.
If your content never changes and you were never ranked highly in the search engines to begin with don't expect minor changes to your content to have a big impact on your rankings. A complete overhaul may be in order if you want drastic changes in your search engine rankings. Drastic results often require drastic measures.
A steady approach to search engine optimization can be effective if your site is modeled after (not copied) other top sites, provides quality content and is updated regularly. It does take time for search engines to index a site and to recognize that it is being updated regularly. Slow and steady doesn't always win the SEO race but it is usually much better than trying to pull a rabbit out of a hat.