Exactly Mike! According to me, for local SEO, the most important thing is Google My Business. From my experience, if your website which is linked with GMB is SEO optimized (especially have great quality backlinks) the site will rank well on GMB as well, though reviews also do play a bit role.

In my opinion, there are four main steps to achieve good results:

1. Register and verify your Google My Business account, don’t forget to verify your account. Usually Google will send a postcard to your physical address containing a PIN code.

2. Fill up your information on the Google My Business listing as complete as you can, including using and optimizing photos

3. Build up local citations on review sites and local directories according to your industry. A simple Google search will help you find these directories. Make sure your information between listings are always consistent, especially your Name, Address, and Phone (NAP).

4. Encourage your existing customers to leave positive reviews especially on your Google Map listing, but also on other review sites. Offer incentives if necessary, like giving discounts, freebies, and so on.