The local search options
The starting point is your web site setup and optimised. A GMB account needs to be set up correctly and is probably the most important step you need to complete for local search. A Bing Places for Business account should also be created as well as setting up an Apple Maps listing. Search directories also play an important role in your setup - you should list your site with as many directories as possible. Ensure you are listed with Yellow Online, True Local and Yelp as a minimum.
Local search terms are keywords that focus on your location as well as the services and products you offer. These keywords help drive people in your area to your business. Some research needs to be done to determine the best keywords to use to attract local customers to your business. You shouldn't restrict yourself to a single location but you also shouldn't cast your net too wide. Competitor research can help as well as Google's Keyword Planner.
Producing content is an effective way to rank for local keywords. To supplement the setup process and keywords you need to include local content to perform better in your search results. If you have multiple locations or want your business to attract customers across multiple locations (e.g. different suburbs), a different web page for each location allows you to concentrate specific location keywords on each page. Content could take the form of local promotions, news and industry trends, depending on your industry.
Many local SEO tasks are the same as general SEO tasks so if you have your website optimised you are well on your way. An important part in this process is your NAP (name, address, phone). It needs to be displayed consistently across all accounts and directories as well as on every page of your website. Look at creating individual location web pages on your site so you can target location-based local keywords to each page. Look at creating a number of blog pages with local content.
Part of the process of having your local business on Google is that people can write reviews about your product or service. There are also a number of review sites including the main local directories and sites like Product Review. You need to be across all of your reviews and if you have time, respond to as many as you can, especially the negative ones. There are review management companies available that can help generate reviews and possibly negate bad reviews with a volume of good reviews.
Google Analytics will provide you with nearly all the information you need to track your SEO results. It will show your search traffic, time on page, bounce rate and many more metrics. It will show where your traffic is coming from, the device types used, page speed, and how visitors interact with your site, from entry to exit. Other metrics that you need to track are your keyword rankings, number of backlinks, your main competitors' traffic and your social media and advertising campaigns.