When you're focusing on keywords and links, as a business owner you should be able
to work SEO to your advantage as you understand your business better than most, but the reality is any small business owners who run Internet based businesses don't have the time to look after the SEO themselves so they find a search engine marketing company that can do the work for them. If this is you then try ensuring that any SEO company you employ has at the very least an understanding of your particular market sector.