SEO is crucial. It lets you read a potential customers mind.
When they do a search for a product or service, they find you. Perfect.
It is not complicated. Google needs to see two things:
1. Do you have a page about that specific search term. If you sell wedding flowers in Halifax you need a page about wedding flowers in Halifax: "Wedding Flowers in Halifax" for example: http://www.propsfloraldesign.com/Wedding-Flowers-in-Halifax/
2. You need people to link to that page. So you can link to it from facebook, from a blog, for twitter and ask your vendors or clients to link to it as well.
Also very important is to have a good Google My business page.