If you mainly provide your service or products to a local service area, you need “Local Marketing”.
Google is moving increasingly in a direction of serving local marketers. After all most of the 30 million small businesses in the US are “local businesses” selling in a geography. So you are not alone.
We have great success with growing local businesses with some “local marketing” tools which are very white hat (safe and proper) as opposed to using black hat (spammy techniques which end up hurting your business).
Here is an interesting video from Matt Cutts on Local marketing