Ignore SEO beyond the basics, and focus your efforts on other things. If you're in travel/accommodation, go all out to get the best ratings on TripAdvisor as an example - competing on Google is an arms race that wastes time. If you lose on TripAdvisor, at least you'll do so trying to provide superior service.

If you're a plumber, encourage word of mouth and other viral methods (discount vouchers for referrals, etc).

For almost any business in a competitive field, throwing money at SEO will only escalate. Win a different way.