The key to everything is 1. authenticity. Then you have to do great work, foster relationships and 2. get good reviews on your local business pages. Make sure you 3. create content that has value to your audience and is relevant to your location and 4. make sure you have clear copy on your website that reflects your services.
SEO for local small businesses is not as complicated as some folks lead you to believe. Do these things regularly and you'll beat out your competition!