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Hi Scott, Donna has offered some good advice. Something else you need to consider: If you have a single location, then yes, most of your content should be mentioning your city. Your Herniated Disc Treatment page can talk about how you treat this problem in your office in San Diego, and that's completely natural to do so. However, if your practice expands to more than one location, then you'll have to revisit this strategy. If you have 2 offices, or 10, or 100, how much city-oriented optimization you can do of your service pages will have to be rethought, because you're not going to want to put a list of 10 cities on your service pages. But, for now, if you've got just one location, a moderate mention of your city terms on your service pages (and other page like Home, About, etc.) is totally fine. Just don't overdo it.