Every city in the valley, both languages

Only if each page says something real. Google ignores — sometimes punishes — ten copies of the same page with the city name swapped. What works: your main pages name your actual service area (this site does exactly that), and you add a city page only where you have something true to show: jobs done there, customers there, directions that matter. Serve the whole valley honestly on one strong site first; add city pages when the work history exists to fill them.

In this valley, it's the most obviously underused move there is. A huge share of your customers live in Spanish; when they search in Spanish, most local competitors simply aren't there — a real Spanish page competes with almost nobody. Machine-translated junk doesn't count; broken Spanish reads as carelessness to the exact customer you're courting. Written Spanish, like this site's — every page exists in both languages — turns a language most builders ignore into your cheapest edge.

Less than they used to, more than zero. Their new job is consistency: Google and the AIs cross-check your name, phone, and address across Yelp, the BBB, Nextdoor, and the rest, and matching listings make you look real. Claim the big ones, make them identical to your site, and stop — nobody needs eighty directories or the $99-a-month service that promises them. An hour of cleanup once, then leave it alone. Mismatched listings quietly hurt; more listings don't help.