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Hi Denise, I would say you should treat a mobile user with the same content as a desktop one as they are there for the same reason- to access your site.  Having said this you might find having just essential content for a user and a link to desktop for some of the other pages. Obviously that's not helpful its down to preference. The way I would ask you to look at it is not from Google's point of view, but your users. What will give them the best experience? If you want to rank the mobile site i would alter more content to be mobile optimized.

Should I wrap schema in the footer or within the body of the text?

Thanks all for your answers. I have read the same about redirecting, but our main site and our mobile site are very different: by both content and layout, as well as url naming structure. If a mobile version of the desktop page is completely different, do I need to do redirects and canonicalization? (i.e. home page on mobile site is completely different from home page on desktop, but both represent the same company). Thanks again for all your help!!!!

OK, so I think my last paragraph might be the best option. Let me explain. Is the content also hosted on a master site that you own. Or is it only available on the sites you distribute it to? i.e is there a main source? If yes, I would re-write the content taking small snippets of text from the original article and write a few paragraphs, this way you can reduce the amount of work you need to do. Then I would link to that main source but using a nofollow link. So essentially you have all your sites with some unique content that references the master piece of content in some way and links to it for further reading if need be. If you no index the content then those sites will never have a chance of ranking for those key phrases. If there is no original source of that content hosted on a master site somewhere then re-write the content or noindex it. All those sites hosting the exact same content is not good for any of them.

I agree with Lynn, 3-4 weeks is nothing and in those weeks Google can often change your position in the SERPs. If you still haven't seen anything in a couple of months then something may be wrong. Start working on your local brand awareness in the first stages of your strategy, then start to monitor local versions of your keyword (service in X), they are the most likely keywords to rank first.

Hi Denise, Robert has made some important points. Most importantly, it's vital to understand that Google considers any business as being most relevant to its city of location - not to neighboring cities, even if the company resides right on the border. This is a frequent cause for frustration for business owners who are located just outside the borders of major cities, especially when many clients come to them from the major city, or when the business owner travels to the major city to serve. Nevertheless, except in cases of low competition or a lack of data, most businesses should only expect to rank locally for their city of location. Additional rankings for nearby cities will typically have to be pursued with organic, rather than local, SEO.

Improving your MozRank is not a guarantee of improved rankings in the SERPs. While the MozRank is fairly indicative of PageRank, it is by no means the same, and something that affects MozRank may affect your Google rank differently. Also, changes to your site may not be initially recognized by Google as Chris said, whereas Moz can detect those changes immediately. Finally, if you make too significant of changes to your webpages, Google may recognize that as a sign that the site has changed (as opposed to slight content modification), and your rankings will be more easily affected.