You are in one of the most competitive niches online so the best thing you can do first is to focus on local seo. If that proves effective than you can try PPC and link building.
Well onpage optimization of your site would probably be the one you need to prioritize. If your site is well onpage optimize then you don't need to worry on ranking on SERP.
However if you want to generate traffic and leads to your site then join online communities and build reputation from there.
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