Although the ranking algorithm is a big secret, a bit of reading around will tell you that the number 1 item appears to be content. Furthermore, most people seem to suggest that three of the most important content items are the page title, the header title and the first couple of paragraphs of text, all of which should be 'keyword-heavy'.
As far as this last point goes, sit down and try and work out what are the main keywords (probably no more than 5-10 or so) that people would use to search for your site (don't forget to include a couple of location keywords). Then try and ensure the page title, the header title (i.e. the <h1> tag) and the first couple of paras use these keywords as much as possible. The trick is to get them keyword-heavy and still make them interesting/clear to read :-)
Combine this approach with, if possible, some high-relevancy links (photo labs, local photo equipment suppliers etc come to mind in your case) & hopefully, you'll end up with a decent Google ranking.