Google has started to favor local results over more general ones. To appear higher up in the SERPs, you have to make sure that your content has localization information.

If the majority of your store’s sales come from a specific location (i.e. a town or county), then you’ll probably want to implement these three super SEO localization techniques:

Target users in your area using Webmaster tools. “Site configuration >> Settings >> Geographic target“
Use localized SEO keywords in your content. Instead of writing an SEO page heading like “The best cars“, you could write "The best cars in New York City“
Add your business to Google maps
Use “Location coordinates” META tags in your page content (This is slightly more technical, so you might need to get in touch with a good SEO consultant or firm to help you out)