eko, I have to agree. Preliminary research for the term "ranking optimization" showed only about 163 searches conducted last month. While "search engine ranking optimization" had 2,609.
It's important to research your keywords and not all
SEO companies will optimize for all of the popular
SEO terms. We service primarily New England - so that's the terms we focus on even it the amount of searchers for that term are low. We don't want to take on clients that we can't service.
(With that said, we actually have clients in NC, OH, IL and Ontario, Canada - go figure)