The primary focus is to build a Google My Business profile that is optimized to the latest standards and maximizes every attribute applicable to your business - this alone can help you outrank competitors. Capitalizing on the small details can go a long way, unless you try to do it on your own... then the smallest honest mistake can have a huge negative impact on where you rank.

The second area of focus is your website - it needs to serve as an endorsing database that communicates exactly what your business is about with search engines. All while catering to your audience by offering a great user experience.