Optimal S.E.O
Google: Your Service and Niche
This drives traffic and is most likely the ideal customer for the goal.
Good S.E.O.
Google: Your Product, Our Service
This will help drive traffic but it is too generic to be the ideal customer for the goal.
Bad S.E.O.
Google: Your Brand's Name
This doesn't even count as S.E.O. because the customer already knows you exist.