Local SEO
The work of showing up when someone searches your trade next to their city or neighborhood. It rests mostly on your Google listing and your reviews.
Local SEO plays out in three places: the Google Business Profile listing, the reviews you have, and your business details saying the same thing everywhere.
It differs from general SEO because Google decides using where the searcher is. Someone in Hialeah and someone in Doral searching the same words see different results, which is why a site serving ten cities has to name them.
What moves the needle most is reviews, well ahead of the site. Uncomfortable to hear right after paying for a site, but that is how it works.
What to do about it
Ask for a review at the end of every job, with a direct link. It is the cheapest thing you can do and the highest returning.
Other words about the same thing