1 pointyou can use your main keyword into Business Name while you add information. it will help you to rank in local listing while customers search for ex. "San Francisco Jeans". Choose a proper category in business listing.
1 pointGoogle Places is one part of Local SEO as there are plenty of other ways to reach local audiences. Of course, it's a rather significant part and there are certain steps you will need to undertake to make your client rank higher. You should start by checking what Google says about local ranking and how to start improving it: https://support.google.com/business/answer/7091?hl=en