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I think there are some great answers here - the social / content / PR suggestions are all solid. I think there may be merit in looking to see if there are long tail queries which you can capture, however I'd encourage you think about how relevant those terms might be. For example 'womens designer sunglasses' (arguably not truly long tail, but let's go with it for now) sounds like it's pretty relevant, however it's still pretty competitive and I'd argue that your client's site isn't a great result for that search term given that they only sell their own brand of sunglasses. As such whilst that term might look appealing I'd suggest that even if you did manage to rank for it, it might not convert as well as you'd hope. In terms of managing your client's expectations I'd look to explain things to them in those terms - their site is a great result for branded searches, and the best way to make more money is likely to be by increasing branded searches. How do you do that? It's a marketing play - likely incorporating PR, social, online and offline marketing activity. I hope this helps, Hannah