SEO is not a "one-size-fit fits all" service - or it shouldn't be. Apart from all the tinkering with content and creating reputable in-bound links you really need to look at who your customers are and find out what they are looking for.

Use your keywords to refine your prospects and increase your rank

For example if you are printer who specialises in variable data printing then use the phrase "variable data printing" in your keyword metatags as well as in your copy. There are thousands of hits each day for printing but less than a hundred for "variable data printing"*. If you have the right saturation of this phrase then chances are when people search for you, you'll be closer to the top than those who use it once and/or use the generic "printing" keyword. What's more you know that more of your website visitors are qualified prospects.

*according to seobook.com's keyword tool.