SEO targeted for local pet business

I own a small dog walking / pet sitting business and am looking to increase my google ranking to within the top 5 for city specific keywords. the competition should not be overwhelming, and the keywords are city-specific (philadelphia). The website is already listed with numerous directories (mostly low PR however), so whatever is need to increase it (social bookmarking, directories, anchor text links, etc...whatever). I am pretty html savvy so I can do simple website changes, but need help when it comes to SEO. already have ad words account set up. Please let me know what you would do to increase the ranking, how long you expect it to take, and what expectations i should have. I unfortunately have a limited budget, but if the plan sounds right, would be willing to spend money. the website is: [login to view URL] city: philadelphia need to increase for philadelphia dog walking, philadelphia, pet sitting (dog walker, pet sitter, philly, etc). Thanks