Local Seo factor questions

Dunno if this is the right sections for this but anyway, I am a locksmith business owner currently doing my own seo. Google maps is where my business comes from and just interested in some feedback.


How important are citations? I scanned my business to see what directory sites I am showing up and the majority of them I am not there and a couple of them say "alert" cause my full address isn't there.


Backlinks, big effect on local seo? Does PR matter for local seo or is it more about a niche? I got someone on fiverr for some backlinks, Idk how I feel about it because I don't want to send the wrong message to google because they are a bunch of non locksmith related sites.


Geo tagging pictures I think have helped me. Google +, facebook and even my website I geo tagged pictures to basically the cities that I serve. I have a slideshow on my website that I tagged the pictures also.


Videos. I do not have any videos on my site or any social media sites. One of my competitors has a handful of videos on his site, a bunch of customer testimonial videos and a couple training videos. He does very well on google maps but he also has about 25 reviews.


Speaking of reviews how much of a factor is this in the rankings? I have 3 reviews all are positive so I am 2 away from those stars showing up. The more reviews the higher the ranking on local search?


Thanks.