Very good post by Dallas42 provoking about SEO importance, yet, it takes year to master by oneself. I've spent many years building websites and helping others to gain PR's and Serps.
It's not so easy which also doesn't come by fast and Dallas made a good point that DO WATCH OUT for fake so-called-seo-gurus. They are out there.
Get link exchanged, release presses, optimize your website with niche keywords, and upload your fresh contents on a daily basis!
Though I have 1 question in mind...
I tried to type Dallas Sign company. is this your site?
http://www.dallassignco.com/ perhaps you need your site look caught with trends
and build customers trust.