The structure of your website is essential for search engines to understand what it's about. On page SEO is the practice of optimizing the content and source code of a webpage to increase that understanding. It is essential that the content remains user friendly though or your visitors will immediately leave, a bad signal for search engines!
Off page SEO is the practice of optimizing your brands online identity. The process invloves developing links to your site through shared content, citations and reviews. The easiest way to understand off page SEO is to think of it like a popularity contest. Every time someone shares your content or links to your website it is like a vote for your website. The more votes you have the better search engines think your site is and the more likely it will appear as a result to a users query.
Unless you are an ecommerce venture most small business operates within a small geographical area. A companies map listing ranking can be the difference between the phone ringing or not. Through on-page techniques we add indicators to validate your website for local searches. Off-page techniques are centered around local resources to build your companies digital reputation locally.
Getting to the top of map listings is great but doesnt guarantee results. Customer reviews are becoming increasingly important, consider coupling local search optimization with review mangement to increase the odds your phone rings.