You MUST have great content. Why? Google's algorithms are concentrating on what your site says. So to start, keywords are a necessary. Google needs to know what it is that your business does. But, Google no longer wishes to be overwhelmed with these keywords. Instead, they want you to speak around the topic after an initial mentioning of the keyword. Let's say you sell yoga services in Denver. After doing a Google search, the first thing to appear is Yoga Pod Lodo. They have been most successful at placing 'Yoga in Denver' into their site so that Google understands it. Not by continuously repeating Denver Yoga, but instead, what they have done is strategically written about their business as it RELATES to yoga. It is this style of relevant content that makes Google content (pun intended.) Google Bots (which I have previously blogged about) LOVE keywords hidden in a great story.
A good way to do this is by disguising keywords. Just explain your business in the way a customer would. If I ask a yogi at Yogapod about their experience there...they are going to rave over the amazing teachers and community atmosphere and how it has a great corner location in lower downtown with plenty of parking options. You must create an explanation of the content!
Adding reviews is a great way for your story to be known. People's opinions and suggestions can go a long way in driving traffic and business your way! Just make sure you are doing a phenomenal job at making your current clients happy. Maybe I will write about that another time!