This is where most agencies get it wrong, they focus too much on ranking, and not enough on what REALLY matters, making money.
Traffic turns into cash, without SEO you have no traffic, meaning no cash.
Optimization for your website so potential clients can find the money making pages during a broad range of searches
A narrowed down optimization where you rank high for specific keywords, this allows you to target specific demographics and types of clients
This is loading your business info on sites like Yelp and Brown Books to increase the amount of real estate your business can take up when someone searches for it on Google