When it comes to good Search Engine Optimization practice, it is important to understand that the days of injecting your websites content with as many HOT keywords as possible are gone. Google, Bing and Yahoo ranks are also based on the quality of the content that you have to offer your audience and the amount of attention you have received over social networks and in reputable blog communities. It is important for a small business to offer well written content that is specific enough to reach their target audience without being too wordy or cluttered - think of yourself as being the user of your own website...
As a potential seo service & seo services customer, what type of information do you want from the website? What is the most important information to offer? How is your content helping you (the reader)? You can imagine a website that is rich in keywords might have a higher ranking then your own website, but how often do you think their visitors turn into loyal customers?
Keyword research is another important factor in maximizing your websites reach online. There are some really great tools out there too help you scope out which keywords have a low or high competition rate and how many global and local hits that particular search term garners. The Google Keyword Tool will help in performing proper research before you start to optimize your website.
Choosing your keywords wisely will increase the chances of your potential clients finding your website through a search engine.