SEO More Than Keywords

Google and Yahoo as well as other search engines use crawlers to find pages for their algorithmic search results.
There are many other ways to get the search engines attention other than keywords.
Website designs, menus, content management systems, including videos, shopping carts, images and other elements that have been optimized for the purpose of search engine exposure is said to be search engine friendly.

This can make or break your local business.

According to Wikipedia:
Search engine optimization or (SEO) as it is called is the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.
Local business and search engine optimization just works.

SEO can target many different kinds of search, such as local search, search for a specific industry and many different niches within that industry. You can search for a product, a photograph or even a video. Just because you have a website online it does not mean you can be found online. Giving the search engines what they are looking for does.