People use search engines to find what they want. If you want your web page to show up on Google, you'll have to design it to give people what they want.
Don't focus on yourself. Don't focus on what you do.
Focus on the customer and giving them what they want.
How can you give it to them better than anyone else? How do you add your unique value? Are you more local? A better communicator? More caring? Offer a better experience?
How can you give them what they want with your own unique style? Better content? Easier to use?
This is the essence SEO.