thanks so much for the kind words on our site. it's where almost all of our new leads are coming from now.
i hadnt heard of citations either, but it sounds like PR for a website more or less - i will check out the company you mentioned. sounds promising.
trying to tackle seo ourselves seems like a losing battle sometimes because, while it's relatively easy to control and optimize on-page seo, it's the off page stuff (link building, etc) that really does the trick. i have seen sites rank #1 for the terms i am targeting, and they only have a very simple flash intro page with little to no keyword text and their company name as their title tag!