Lets say you want to rank a local business and you have 3 main local KW´s, while one of them is a broad KW and 2 of them are specifications of this broad KW. 1.) I noticed that most local businesses just rank their homepage, even if they are targeting various local Keywords for different services. Wouldn´t it be better, to create a subpage for each of these services, do proper onpage on them and try to rank those specific pages instead of the homepage? 2.) I find it hard to optimize the onpage with targeting the local KW´s ("Service A Boston"), because it just looks unnatural to have your city in h1 and mentioning it a few times within the article for every local KW. So what is the proper way to do it? Focusing on ranking and targeting your city in every article for each service or just mention your city 1-2 times when it is appropriate? I can imagine that the last way is better for a local business, because a) it looks more natural (and therefore might save your from a over optimization penalty), b) G00gle knows already that you are a local business because of your listings in G00gle places and local directories and because of your local adress in the footer. What do you think?