It is completely obvious that search engine optimization plays an important role in ranking organically in the search engines. Often, though, businesses completely miss their target audience because the focus remains on broad-based keywords and not local keywords. This is detrimental if the target market for a business is local or regional particularly because broad keyword are essentially national or international level keywords.
When doing business in, say, Beaverton, Oregon, as a retail store, why on earth would you focus marketing at a national level? You wouldn’t, and that’s the point. Therefore, in creating a website, web-marketing efforts would go to defining specific products and services that are targeted to local consumers.