Definitely. Targeting your locality is an essential way to get your business the visibility it needs. You can get increased traffic and online leads if you do it right. While having a word with a friend who works at an SEO agency in Northampton, he told me of a few basic ways that people could work on local SEO.
One of the most important techniques was of course link building and content optimisation but that's included in any guide you'll find on the internet about the basics of SEO. As long as you're smart with different SEO strategies, I think local SEO can do wonders for your business.