Search advice aimed at small businesses is disproportionately about tactics. The fundamentals are less exciting and matter more: pages that load quickly, one clear page per thing you sell, descriptive titles, and accurate structured information about the business.
Consistency across listings — name, address, hours, phone — does more for local discovery than most on-page tweaks. So does having something worth linking to.
Measurement should be privacy-conscious. You need to know which pages bring enquiries; you do not need to know everything about the people reading them.