Any good SEO campaign will involve the use of carefully selected keywords for your site to rank with. These keywords are the search terms your target audience are (hopefully) typing into their search engine in order to find your services or products. It is really important that your keywords are the right selection to get the best results from your SEO.
Keywords can be simple, they can involve localised terms and they can involve questions. The main point is that you should have a good variety of keywords, featuring as many permutations as you can. This allows search engines to index your site and rank them for a wider range of phrases. If you have a local shop or head office, it can be highly beneficial to target local keywords first and foremost, before attempting to take on the national and broader keyword pool.