There are more than just a few components when it comes to getting your site ranked on Google. Some good tactics...some bad that can get you in trouble.
There are several aspects that we all know when it comes to ranking a site, but the majority of the world can't fully grasp all of the fine details to truly rank a site. Which is where a pro team such as Plano SEO can come in and help. That could be simple consulting to help, or a full monthly SEO service that they do for a living.
Sure, adding the keywords that you want your customers to find you is very important. But that's just a small aspect. You need Google to realize they NEED to find you first.