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I suspect this isn't so much a general SEO problem as a local SEO problem. Those two worlds have really diverged a lot these days. Generally, you're ranking well for brand terms (you even have expanded site-links) and you come up first in the local 7-pack for "insurance newberry florida". I suspect the problem is related to Gainesville, and that your local cues aren't very strong. The location (not being in Gainesville) is a stumbling block, and there's no easy answer for that. There are other cues you can tap into, though - the big one is reviews. Reviews still have a big impact on local rankings, and legitimate reviews can go a long way (don't spam them). David Mihm's piece on Local Ranking Factors is still the go-to, and it shows just how complex this has gotten: http://www.davidmihm.com/local-search-ranking-factors.shtml The main thing is that on-page factors (like Gainesville-related keywords) will only take you so far these days. Google is going to treat any "Gainesville"+"insurance" query as having local intent.

James, that is definitely a good thought. Consider adding EXIF data to your images or add more accurate data including GPS data if you can, depending upon nature of data. I am sure, it will start getting used more and more in times to come.