I'm running a "fun discovery" startup and starting to figure out how to win out on some smaller SEO terms. In the good ol' days it seemed simpler just to get backlinks, build good web pages and you'll rank. With Google bringing in your location (aka city/zip code).. the search for "things to do" becomes "things to do in San Francisco" or does it? How does google factor in their location element in their searches? I'd love some advice or resources I should read.