The majority of mRNAs in E. coli are prefaced with a Shine-Dalgarno (SD) sequence. The SD sequence is recognized by an complementary "anti-SD" region on the 16S rRNA component of the 30S subunit. In the canonical model, the 30S ribosome is first joined up with the three initiation factors, forming an unstable "pre-initiation complex". The mRNA then pairs up with this anti-SD region, causing it to form a double-stranded RNA structure, roughly positioning the start codon at the P site. An initiating tRNA arrives and is positioned with the help of IF2, starting the translation.
There are a lot of uncertainties even in the canonical model. The initiation site has been shown to be not strictly limited to AUG. Well-known coding regions that do not have AUG initiation codons are those of lacI (GUG) and lacA (UUG) in the E. coli lac operon. Two studies have independently shown that 17 or more non-AUG start codons may initiate translation in E. coli. Nevertheless, AUG seems to at least be the strongest initiation codon among all possibilities.
The SD sequence also does not appear strictly necessary, as a wide range of mRNAs lack them and are still translated, with an entire phylum of bacteria (Bacteroidetes) using no such sequence. Simply SD followed by AUG is also not sufficient to initiate translation. It does, at least, function as a very important initiating signal in E. coli.