Local SEO
Local SEO is the work that makes a business appear when somebody nearby searches for what it does — particularly in the map results, which is where most local searches are decided. It rests on three things: an accurate business profile, a website that says clearly what you do and where, and other places online agreeing with both.
What actually moves it
Consistency does most of the work. The same business name, address and phone number everywhere; opening hours that are correct including holidays; categories that match what you actually do; photographs that are yours. Google's own guidance for representing a business is the primary reference, and it is worth reading rather than inferring from what competitors appear to be doing.
What people over-invest in
Keyword stuffing a business name, buying links, and chasing directory listings that no human visits. These absorb effort that would be better spent on the profile itself, on getting genuine reviews, and on making sure the website answers the question a searcher actually has.