I have focused on increasing my content on my website to help me move up on local SEO.

organic results are those what google show naturally, for that results you don't have to pay.

When a search engine returns its search results, it gives you two types: organic and paid. Organic search results are the Web page listings that most closely match the user's search query based on relevance. Also called “natural” search results, ranking high in the organic results is what SEO is all about.