If your primary focus is regional or perhaps even focused on the one town, using local search is a must. Your keyword should include the town or regions and be a primary target of your search engine optimization strategies.
One of the biggest aids to appearing near the top of the search results pages is by including your town or region in your title tags. One mistake that many web owners make is to include a town with no further information.
If you were to check a map of your region or country I am sure you could find two three towns with the same name. Take a simple name like Orange. There are several variations. Apart from the obvious fruit relationship, there is Orange County, Orange NH and Orange Cove. Depending on what other search engine optimization strategies you have in place, search engines may find it difficult to pigeon hole you based simply on the term Orange.
There are times when you need to be more precise. Using the term Orange County, or Orange NH enables the search engines to match queries more precisely. Including on page strategies such as including your business address in the footer also helps the search engines determine which queries should be matched to your pages.
Search engines are becoming much smarter. They can determine where a searcher is located and generally match search results based on their local area first. If your pages are optimized to for your local area you stand a much better chance of being included in the results. The added benefit, particularly if you also include your region in the page description tags, is that the searcher can see from the search results exactly where you are. This can lead to an increase in targeted local visitors and sales!