Wow Patti that is a niche market you got yourself there. The good news is that if you are running a google adwords campaign your keywords should be dirt cheap. The bad news is that I am convinced that understanding SEO is akin to a doctorate in Computer Engineering from MIT.
SEO is such a moving target with all of the major search engines out there and some of the methods promoted in you tube videos and blog content are considered "black hat" and can result in banning from the search engine in question.
I gave up and threw in the towel and I am working with a www.revlocal.com. I have had a super experience with them this far and I am glad I am not spending hours and hours going in circles trying to figure this all out.