Search Engine Optimization or SEO is the power behind any web site. SEO is categorized into three main branches: localization, personalization and universal.
Localization is established by means of carefully prepared text and directory submission. If you want your customers to be able to find you in the ever expanding world wide web then you need to take localization seriously. Look at Google, the largest search engine in the world, they continually offer new localization techniques to help refine their search algorithms. If Google is thinking local, you should too.
Personalization is all about relevance. The search engines continually ask, is this relevant to the search? Is this what the searcher is looking for? How do they know? In any given "community", if your site is well connected and well regarded then, theoretically, it will have many people linking to it. The more incoming links you have the higher your relevancy. The higher your relevancy the better your personalization rank will be. The better your rank the more profitable your business. After all, who actually looks at page 9 of a search in order to find a product?
Universal ranking involves multi media forms. The more types of data you have pointing to your product the better your universal ranking will be. Thus you should have a blog, social networking sites, images and, if practical, streaming video. In the near future the top sites will display all of these forms of media and each will come up during a search making high search engine rankings harder to achieve. Get a jump on the future and be sure to "universalize" your site.