Q: Local SEO and how to generate new business

I have started my artisanal print shop –letterpress, specialty, UV, limited books– a little over eleven years ago and got pretty lucky along the way, as for the past few years I've been able to somewhat consistently work for high profile customers. Now, such high profile gigs are far and in-between and don't necessarily come through regularly, but they are generally long-term engagements. I have always managed to supplement the work with somewhat random, yet consistent gigs that came through my website & I was able to pick-and-choose what I wanted to do.

All that said, the past three years have been rather fruitful, yet I'm currently going through a dry spell and have poked around the local web landscape a little. It seems like smaller print shops have popped up all over the place and my business profile gets pretty lost – it used to be high up, if not leading in the ranks.

What is everyone else's experience with smaller shops and SEO, or lead generation? I'm prepared to leave the generalist idea behind and specialize in some automated schtick like labels and stickers?