Local SEO has changed in such a way that the keywords are not the only thing to focus on. There are others things to consider too. Reviews from customers and claiming your GMB (Google My Business) page are other ways to secure your rankings in Local Search. Google is constantly rolling out updates for Local Search which mean these days it's not an easy thing to remain in SERPs for so long without focusing on the other aspects of Local SEO. There are 5 Important SEO Factors which will affect your Local Rankings. You can discover those here: http://www.sabaseo.com/local- search-seo-factors/
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The Top 5 SEO Factors for Local Searches