Current SEO Trends in 2011 & 2012
Keyword research your web sites industry buzzwords by going to Google's external keyword research tool. Enter your websites domain name in the website field and let Google recommend your websites related keywords. Research their recommendations against your competition and apply what you think will work best for you.
Make sure to use you web log analysis software and tools to track where your visitors are coming from and how they are finding you. Then you can adjust your website's keywords based on that research.
How many backlinks do you have? What are people saying about you in link anchor text? Create linkable worthy content to increase your backlinks and popularity.
As has always been the case if you focus on these very few SEO principles you will watch your website increase in the search engines. Good Luck!