Content is still the king! It's hard to be creative & original when it comes to writing content for your website, however copying someone else's content is not only unethical, but it can end up hurting your rankings. Be original!
I didn't want to believe it at first, but internal linking will not only make it easier for visitors to navigate, but it will also help search engines know what your website is about by using "anchor text" as a reference for rankings.
Adding external links to articles or even to your city's official website can help search engines know exactly where you are. Don't be afraid of even adding links to blogs, just make sure the information is accurate and relevant.
When we say backlinks, we don't mean to say hire someone overseas for $5 and have them create thousands of links to your website, that's the worst thing you can do to hurt it and this is not the 90's. Use directories, social media sites, etc.