Especially for SEO companies and Other Solicitors

Sometimes, they even call to sell me 'key words'.  Key words are used to search for your website, like below- 'furniture repair albuquerque'.... um, someone else, please.

I get a lot of solicitations from SEO (search engine optimization) companies and web developers promising to put me on the first page of Google, and other search engines.  

Really?  Why?  I'm already on top- organically (meaning I do not pay to be on top).  Additionally, they promise 'tons of traffic'.  Why?  My site is for my local area.