Don't begin to spend time (or money) on an SEOcampaign without first doing some keyword research. This will tell you if your customers are turning to the search engines to find your business. If they are, keyword research will help you know what phrases they might use to find you online. With this information, you can not only add the proper phrases to your website, but begin the many other things required for a successful SEOcampaign (hint: there's a lot more to SEO than putting the "right" words on a page).