My daughter just got married! Going through the planning process was quite an education for everyone involved. One aspect of it all made me think about search engine visibility.
Most SEO experts will tell you that getting the right keyword phrases is the most critical and first step. You can't optimize until you decide on that set of phrases. Many things go into selecting just the right set of keywords. They have to be focused enough to give you a good chance to succeed, but not so narrow that no one searches for them.
As part of the decision process you should consider who your real competitors are and think about how they might be found. I'm not talking about other people that do what you do. I'm talking about people that provide substitutes for what you do. A simple example would be if you wanted to provide information about how to do something. People that actually perform the service are competitors, not just other providers of the information. Conversely, you are their competitor as well and can show up for search terms that they are interested in.
The wedding made me think about another way to show up in interesting searches. How about complementary services and products? People who look for wedding photographers are usually also interested in cake makers and bands and caterers and florists and the list goes on and on. Who provides complementary services and products to yours? What search terms do they want and are any of them good candidates for you to optimize on? Some may be easy pickings compared to your obvious terms!