One of the easiest ways to optimize your website for local SEO is to use country domain, instead of using generic domains such as com or net, if you use cxountry domains it will be easier to rank locally
Build local backlinks to your website. Ensure that your website is mobile-friendly and loads quickly. Encourage online reviews from local customers and most importantly include your NAP (Name, Address, Phone number) on every page of your website.
To the best of my knowledge and belief that the nature of your domain is always going to play a very big role in helping your website to be fully optimised and also you should try as much as you can to have quality backlinks used on the website as well.
You can create several content on your website that includes the name of your town or city in the headline and also include the name of your product or service. This way your website would appear when locals search for offerers of your product or service.
The first thing you should do is to register for Google my business and I feel a lot of people don't do this because they underwrite just how far it can make your business to go. There is a link there that you can use to add your website so that people can visit you easily.