If you are a business that has a physical address in a city, then it is very important for your seo company to understand local search, and how it is different than the global versions. It is important to rank for keywords, but if you are driving traffic from the internet into a local business, then you do not need to rank all over the country for the targeted words. Instead, you really only need to rank in the local environment, and be seen by people in that area. Google has gone to great lengths to make sure that local businesses are represented when someone searches using a city, but it will also present local businesses when someone searches for a word from within a local area. What needs to be kept in mind is that most people still search using the city to modify the search, and that needs to be taken into consideration by the company handling the seo.