Hello guys I've been doing SEO for a few years now so I have an average experience on this topic, but lately I've been trying to get in the local SEO market in my city and there are some pieces of the puzzles missing (there always are, I know). I've been searching the forum for this topic for 2-3 weeks now, but haven't been able to get a definite answer to this: How do you rank locally for all the synonyms of a keyword? For example: main KW: rent a car+city, synonyms: car rental+ city, car hire+city etc I have understood the main requirements for a good local placement: ON page SEO, citations, good links. So far I got the business listed in the local pack for the main kw, but no way for the synonyms. And the competition showing up in the synonym packs is really poor, I mean all the backlinks are mostly from web directories, or sitewide banners, and the citations just a handful [not that many big business directories in my country]. I feel there is something missing here, but can't figure out what. At this point, I have the homepage of the site optimized for all the kws (main + synonyms, 4 in total), and the homepage ranks on 1st page for all 4 kws (organic, but not in the pack - just the main kw is in the local pack). So my QUESTION is: Do I need to create a separate page targeting one of the synonyms, optimize it and build links to it? Or how do I target the synonym for the local pack? All the local SEO info found in the forum so far is about keyword research, optimization, building links, building citations, but how do you target a specific keyword? IMO, citations can't help you rank locally for a specific kw, they help you for whatever kws Google thinks you are fit to rank for. Backlinks (anchor text more precise) definitely have an influence, but there is one more thing. Where does Google pull from the list of kws he should rank you for? Google + page description (don't think so), text from reviews (not likely, the competition has reviews with no text), text from 3rd party reviews (not likely, there are none for the competition), business category (duplicated the categories used by the competition, but no improvement). What am I missing guys? The post got a little too lengthy, but I wanted to give as much info as possible on the subject. Thank you in advance for any replies!