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Thanks Miriam, It's a unique situation where the greatest distance between two clinics is 30 miles, but as the crow flies there are two in between them at a distance of 5 miles each. I see  several ways to approach this based on the links you provided and some further research.  What is difficult about siloing each treatment they offer is that it is the same one they offer five miles away.  I figure the best thing to do is to make sure each businesses NAPs are the same and that they then make each directory unique with content relating to the nearby businesses, parks, showing different photos and using ppc as well as referral marketing techniques. I really enjoyed the tool discussed in https://moz.com/blog/overcoming-your-fear-of-local-landing-pages, it is http://answerthepublic.com/  which generates what, why, how, when, where long tail questions.  It is simply brilliant! The way REI creates their landing pages for individual cities is very smart.  They are super NAP on page and have created a blog roll of events coming up.  The only thing I don't like about it is when you click on the menu items on the left all you get is a pop up window with non-linkable bullets. The same is true for the rental page.  The location urls on the rental page should connect you with a page where you can order gear for pickup. thanks again! michael

Hey There OhMichael, I want to be sure I'm understanding your query. I believe what you are saying is that you are an SEO and have identified a website that you don't feel has been well optimized. I'm not quite sure if you're saying this is a deli you personally dine at, or if you just found this doing a Google search. In any case, how you proceed would be based on what your agency's sales practices are. For example, some agencies send representatives to local businesses, some do cold calling/cold emailing (a rather difficult approach given how inundated business owners are with these pitches), some rely on paid advertising or their organic strength to bring in leads, and others receive a large amount of business on the strength of reputation, alone. For my own marketing firm, we've mainly relied on reputation over the years, though when we first got started, we did do some cold e-mailing and personal sales visits to local businesses (that was back in the day, though, before owners were so inundated). The best thing might be if you had a personal relationship with the deli (like being a regular customer there) that would facilitate striking up a conversation with the owner about how happy they are with the amount of business their website is generating for them. Then, if they're not already happy, you might have an opportunity to tell them about what improvements to the website and local search marketing could do for them, and see if they're interested. If you have no relationship with the business, then cold outreach of whatever kind simply may not lead to anything for your agency, due to owner saturation. Have I understood your question correctly? If I'm not quite getting what you're asking, please feel free to provide some more details.