When someone nearby needs what you do, they search Google, and the top results on Google Maps take the overwhelming majority of the calls. Everyone below that is basically invisible. Our SEO exists to put you in that top group across your whole service area, not just the suburb your office sits in.
The work is unglamorous and it compounds: your Google Business Profile optimised properly, consistent citations across authoritative directories, location pages for every area you service, and every change submitted to Google Search Console so it's indexed fast, not eventually.