There are many citation services that I do for my site (Vinyl Cutter Machines), but they just spam your links to unrelated citations that can end up hurting you more than helping you. Do them manually in your spare time if you don't have an SEO team,
Google isn't perfect, and my local area is a perfect example of that.
But let's say you live in a city called Wakaketa and you type in "Wakaketa Web Design". Very often, you'll see a top 3 ranking for a business with that in its name. The other businesses may have reviews, and this one will have none, and it still ranks.
Like I said though, this doesn't always necessarily apply to competitive niches and heavily populated cities.