I am practicing some local SEO, and so I am trying some things on business websites that I do not own. Since I have no access to the onPage SEO of these websites, I was wondering if I should bother trying to rank for keywords that do not appear on the page I am trying to rank locally? Is it even worth it? For example, say I am practicing on a business called "Mario's Pizza". I see that the keyword "Pizza Place New York" is a big keyword, but the keywords "Pizza Place" or "Pizza Place New York", or anything similar do not appear on Mario's Pizza website. My other question is about citations. I hear some people saying that citations need to be consistent. The more consistent they are the better. My question, does a phone number, for example, in a citation really have to be formatted the exact same in every single citation? I mean, Google is smart enough to tell that (xxx) xxx-xxxx and (xxx)xxx.xxxx are both the same phone numbers. Would it be a waste of time to make sure that all of the citations are formatted in exactly the same way? I can see that in some instances it would be better to be consistent, but phone numbers should be simple enough for Google to figure out.