This is very important especially when seeking to rank both locally and globally. With regular Google update every other time, sometimes as a marketer you do not know what to expect. However, this is very helpful focus on better reviews.
You can rank for keywords by establishing presence over the local directories and business listings.
Then work towards ranking for your keywords on the internet. Do not worry about the local thing.
Once you establish your presence over the internet, Google will send customers your way if they as locals search for you.
Do not worry about local ranking as Google takes care of the ranking of the businesses locally.
Fix crawling issues that might be on your website, include videos, use schema markup, and optimize your images.
Add the following;
Use LSI kewords
Match content to search intent
Publish high quality content
Build back links to your website
I have also seen that creating content around search-intent focused keywords helps make some difference. This is something I observed recently and it still works. Use this approach if you want to rank specific keywords.