On-site optimization: Do we need local terms inside subpages?

[EricOliver]

We're optimizing a franchise's website for local SEO, where each franchise location has its own page on the main corporate site. We've identified a lot of keywords which are relevant for each location. But I'm wondering if we need to include the location as part of the keyword we're optimizing for.

For example, picture "best yoga studio" as a keyword that is relevant, and the franchise has locations in San Francisco and San Mateo. Do we need to optimize for "best yoga studio san francisco" on the San Francisco subpage and "best yoga studio san mateo" on the San Mateo subpage? Or do we optimize for "best yoga studio" and is Google smart enough to return the San Francisco page for San Francisco searchers and San Mateo for San Mateo searchers, without our additional on-page optimization?

I should mention that the franchise sub-page is being submitted via Moz Local and will have all the Google business listing, consistent citations, etc.

Thanks in advance,

--eric

[Yoav-Blustein]

I think it will be hard to discuss this with a paragraph or two.
I would suggest watching Rand's whiteboard Friday video.
Even-though he is not specifically talking about "how to target local terms on different pages" he makes very good suggestions on how to "optimize" a page to rank for local-terms, which should be your start point.

Definitely Google is smart enough, but if you leave this in Google's hands you will be out ranked by other optimized local results.

Best
Yossi

[DonnaDuncan]

You need to optimize for keyword+location so your web page (vs business listing) is eligible to rank in ORGANIC search results.

So, for example, if a potential visitor in San Mateo searches for "best yoga studio", Google will be smart enough to conclude your business listing is relevant and it will likely rank, maybe not at the top, but it should rank. If, on the other hand, you've organically optimized for "best yoga studio san mateo", Your web PAGE will be considered relevant and should rank.

If that visitor is in Philadelphia when he or she searches for "best yoga studio", neither your business listing or organic page will show up in search results.

Hope that makes sense.