Someone in your area has a problem right now. They pick up their phone, type in what they need, and three businesses appear on the map. They call one of them. Usually the first. Often before they have read a single review properly.
If you are not in those three, none of the rest of it matters. Not your qualifications, not your twenty years in the trade, not the fact that you are better than the company that got the call.
That is the whole game in local search, and it is decided in about four seconds.