Words of wisdom for the New Year from Greg Gifford at Search Engine Land.

Local SEO In 2015 - Look At The Big Picture

It seems like we’re hearing more and more of the same kind of question over the past few months: “I’ve done X on my site, why isn’t it working?” or “I read your post about Y, does it make sense for me to drop everything and go do it?”

Local SEO is not, nor has it ever been, based upon a single tactic. Recently, it seems like many business owners will read a post or watch a video, realize that they’re not utilizing the tactic mentioned, and immediately drop everything and concentrate on the shiny new object.

Local SEO is not just citations. Local SEO is not just Google My Business (aka Places) optimization. Local SEO is not just inserting your city and state in title tags and H1 headings.
Head over to read the rest for a good overview of what to focus on in 2015.
The answer is focus on everything. :-)