When you are looking for someone to provide a service for you what do you normally do?
In many cases you will go to a search engine and type in the type of work you want done plus the city you are in.
Example: Plumber, Zanesville, Ohio
This will produce 10 results on a page usually the top and bottom are paid ads and include the word ads, all others are non-paid listings which are achieved by optimizing your website.