Proper Keyword Research
Sometimes, the search terms you think people would use to seek out business may not be the same search terms your customers use when looking for your product or service...
Researching Google trends is a behind the scenes approach at "auditing" Google to see exactly what terms real people use in searching your product or service.
Proper keyword research can also help identify the low hanging fruit, and that will give you an opportunity to snag up market share.
Long tail search terms have a nice volume of local traffic with low competition and that's what you're looking for.