Think about what things you really like doing at work and definitely want more of. Think about the things you really don't want any more of. Also consider things you're so-so about, but that's less important. And think about what things you are interested in and might want to move into.
Then look at what you've done - what skills have you got (and I agree, it's crucial to get the keywords), what experience have you got?
You should be starting to get an idea of what your ideal job profile looks like, so then you need to look for the sort of jobs it would fit, and see how what they're asking for - if you've got any particular skills gaps, what training or experience do you need to fill those gaps? Maybe you'll need to consider a sideways move to get that before you get to the ideal job.
When it comes to your CV, emphasise (i.e. put it near the top) the experience and skills that most align to what you would like to do next. By this, I mean, there's a large part of my current role which I'm good at, have training in, and I've got the tech keywords. But it's not something I find particularly thrilling, so while it's on my CV, it's not going to be one of the things I make prominent.
There's lots of stuff online about how to make your LinkedIn profile get more interest, so when you've reviewed profiles as PastoralCare suggests, and reviewed your skills and experience, you need to update your profile to tie that all together. There's also general advice like using a professional headshot. (It doesn't actually need to be professional, but just your head, looking neat and tidy, against a neutral background.)
If you go to a CV writing service, you're still going to have to do most of this work yourself - they can't tell you what you've done and how to present it until you've told them what you've done and what you want to do, so one way or another, the work's down to you! Good luck.