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If you have a local business, like a shop, or have people visiting your office frequently, optimizing your website is also about making sure people are able to find you in real life. Even now, when you’re not actively getting visitors in your building, you’re still targeting an audience that is located in the same geographical area as you are. So you need to optimize for that area! This is what we call “local SEO.”
Ground-rule these days is that it’s by far the easiest to optimize if you have a proper address in a region/city. This allows you to create local landing pages and help people find your shop with a store locator. The thing is that if you want to optimize for, for instance, a service area that you are not located in physically, your main tool for optimization is content. You should simply write a lot about that area. We found that often, this leads to forced pages that have little to do with the business at hand. It’s clear that these pages are only added for SEO reasons.