It doesn’t matter how large or small your business is targeting your local audience is always very important. Your surrounding communities can often times be some of your best customers and clients. Many times businesses will search for a vendor that is local just because they would rather give the business to someone locally rather than some company they might never be able to meet with in person, will you be visible when this happens from your audience?
If you live in a city or town that does not have any local search volume for the industry you are in that is ok. Craft some of your content on one of your high level pages like the home page or about page using the closest city related keywords that target your products or services.
For example (since SEO is on my mind, I would use this as an example)
Current Title Tag: Search Engine Marketing Firm Offering SEO Related Services
Proposed Title Tag: Boston MA Search Engine Marketing Firm Offering SEO Related Services
Just by placing Boston MA into the title tag of the page it will allow you start moving around for your city related search terms, again this will help you target local visitors in the search engines only if that is where your business is located. Also, be sure to target the geographic area naturally into the on site factors, such as your content, etc. This will not make it all of a sudden appear for Boston terms but once you have spent some time creating good quality links and your website has generated enough authority in the eyes of the search engines your website will start to gravitate towards any related searches that might occur. Just because there is no search volume now doesn’t mean there won’t be in the future.
Prepare your website to appear for when someone does finally look for a vendor in your specific area. It can be difficult sometimes to want to sit and focus on your local audience when you have a business that can pull in a global audience but it is very important to be visible everywhere, even locally. Targeting your local audience with a heavier approach can lead to more opportunities than just search traffic. If you really make yourself stand out all of a sudden you have the ability to participate in some offline marketing write ups by local newspapers and magazines. Remember that many writers use the internet to research companies they are doing stories on so making yourself visible to your local audience could open many more doors than just online.