Local SEO is simply the practice of making sure that when someone nearby searches for your service, your business shows up. It rests on a few unglamorous fundamentals.
First, your site needs to load fast and work perfectly on a phone — that is where most local searches happen. Google rewards it, and so do your customers.
Second, be clear about where you work. Naming the towns you serve, in real content rather than a hidden list, helps Google connect you to the right searches.
Third, reviews and a complete Google Business Profile do a lot of heavy lifting. Consistent, honest information across the web builds the trust that ranking depends on.