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You say at the top that corporate likes to use brand name + location on the website... but then it seems like you're talking about directory listings...

As long as you're consistent with the business name on all citations, you should be OK... if all of your citations say "Bubba's Widgets", but then on the website it says "Bubba's Widgets - Dallas", then you're still ok...

We work with tons of car dealers who have a long dealership name, but then when they mention the biz name throughout the site, they use a shorter "lingo" version of the name... never causes any problems.

If you're talking directories, that's an entirely different situation, and can get hairy... Even though Google now allows a single modifier to be added to the end of a biz name, you're still safer just using the actual business name in all your citations. Just explain to corporate that you cannot risk getting flagged, and that the directories are strict about what you can put in for a business name.

Glad I could help!

Check out the Whitespark Local Citation Finder, if you haven't already - it's pretty awesome...

Another few non-link related things that will be a big help for local search optimization:

Also, make sure you get their Google+ Local pages claimed and optimized. Work hard on a review strategy so they can start acquiring positive reviews.

If you're brave, you can try merging their G+ Local page with their G+ Business page - then you've got an integrated maps/social presence, which can lead to some cool things...

also, you can set up Google Authorship, so that the business owner's photo shows up next to their listings, which can help click-throughs.

check out the help page here: http://www.seomoz.org/help/open-site-explorer-faq

is your site new? that could be a factor...

OSE isn't going to show EVERY link - and keep in mind, if you have about 150 links showing in WMT, it's possible that those are from less than 50 unique domains... but even if not, if none of the sites linking to you are sites that get crawled by OSE, then your site won't show any link data.

(so if you're not linked to by one of the URLs it uses, which is only about 25% of the URLs in Google's index, you won't show link data)

also, I noticed that you're don't have a 301 in place for your non-www version of your URL - you need to get that in place, it's important to avoid them being seen as separate sites.

You've still got several options.  First and foremost, use Open Site Explorer to check out the links that your client's competitors have. You'll get lots of ideas, assuming that there are local competitors in the area. If not, check competitors in other cities, see what they're doing and do something similar locally.

Next - add some useful content to your client's site. Become an educator about that niche and post regular, unique content. Use that client's expertise to your advantage and share it with the local community. Build social connections to share that content.

Seek out local bloggers and build relationships with them. Once you're introduced and they know who you are, share some of that expertise with them - you could either get a guest post on their blog, have them guest post on yours, or have them write about your client's business.

Ask customers what they want to see on the site - not really crowd-sourcing, but just finding out what customers in that niche would find useful. Then do it.

And don't forget about citations - depending on the niche, local citations can sometimes be just as powerful as links (or even more powerful) when it comes to local ranking.

You need the H1 to be visible for it to "count" - sure, you've got text here, but it's being hidden by the CSS, which is replacing that text with your image file.

You'd be much better off with a visible H1 headline containing text AND with your logo image being embedded with a standard image embed tag that ALSO has alt text for that image.

yep - so if you have a service location in Dallas, TX, and the location-specific page on your site for that location has a URL of www.YourDomain.com/dallas-cleaning-services (using your cleaning example from earlier)

you'd then have the URL for that Places/+ Local listing use that specific URL

That post is from March, and there have been several major changes to the +Local system since then - most importantly, Places went away and became Google+ Local at the end of May...

But now I get you - you're a service business only - you're only using the address/phone number for verification purposes... people will never go to that location.

In that case, you DO have to hide your address - BUT, you still have to have a real physical address in that city. Without a legit address, you'll never have any hope of ranking.

The multiple locations part of the question only comes into play if you're talking multiple cities. In that case, you're fine - but if you're trying to show multiple locations in a single city (because you have multiple service vendors there), you're going to run into problems, unless you have unique phone numbers and addresses (and unique location-based landing pages on your site would help a lot here too)

If you're ONLY a service business and customers never come to you, you will have to hide the address - but also make sure you don't try to do any merge with a Google+ Business page - until they change the rules, you aren't allowed to do a merge with an SAB.

Your best resource is to use Open Site Explorer to research the backlink profiles of your competitors. Grab the URL of someone in your area that does what you do, put it into OSE, and download the list of URLs it spits out. THIS is your "list" of sites that you need to use to get links from.

Like I said, a link from about.com or wikihow.com aren't going to count for much, because anyone can get a link from those sites. Building links doesn't mean just going out and filling out forms to list your site on directories or going to public article sites and putting in articles that link to you. Because of that, you'll be hard-pressed to find a list of sites like those that you could use, because there aren't really any SEOs out there who would recommend that tactic.

Check out what your competitors are doing - that's your best source of relevant links for your particular business.

Why does Google do lots of things that don't make sense?

If you're wanting to show up in the Map Pack for local results in various cities, you HAVE to have a "real" physical address in that city. You can't hide the address and have any hope to rank.

Now I understand the phone issues. Your best bet would be to find some business phone service that lets you have unique local numbers for each city that all forward to a single phone. That way, you've got "real" local numbers but still a single point of contact for the business. If you want to verify each location by phone, you'll have to be sure that there's no automated answering system, or you're going to have to rely on postcard verification.

You're also going to need to have multiple location landing pages on your website. Each city will need its own page on the site, so that the unique address and phone number info will match the map listing.

Remember - you don't have to list yourself as a "service area business" - you can still have an address at a specific location, even when you send employees out to do the work. The address has to be in the listing if you want that listing to show up.

You've got to look at the quality of the site and how it's going to "count" if you get a link. Anyone can get a link by setting up an about.me profile... so while you've got a  link, it's not going to be as valuable as one that you earned with good content.

The source of the link matters, as does the context.

It's not just a numbers game anymore - you've got to get links with real value. Typically, if it's a website where any Tom, Dick, or Harry can get something out there with a link on it, it's not going to be a very valuable link.

You want links from relevant sites, and you want them to be from sites that you can't just go fill out a form or publish a post on.

Wow - that's a pretty all-encompassing question... I'm working on a blog post on exactly this subject...

But to really condense it all down - there are still a TON of bugs in the system, so don't attempt to merge your +Local listing with your +Business page unless you're absolutely sure that you don't have any data problems (so if you can push an update through the Places Dashboard and it shows up on your listing).

You'll need to request the merge by re-claiming your location through your +Business page, and it'll require postcard verification. After you've requested the postcard, don't change ANYTHING on the page or you can potentially break it and land your page in G+ Purgatory.

Once you get them merged, never use the Places Dashboard to change anything - do it all through your G+ page, or through community edits.

The release this weekend of the new +Biz management screen shows that hopefully they're moving in the right direction with a better admin experience. But for now, it's still pretty disjointed.

You CAN see some cool stuff on the right side of the SERPs once you've merged the two if you implement the rel=publisher tag... and we've seen G+ business posts get indexed VERY quickly.

BUT, you can't merge your +Biz with your +Local if you are a business with multiple locations - it's currently a 1-to-1 relationship - so if you want a single social feed for multiple locations, don't merge.

That was pretty high level... hope it helped...

yep - so if you have a service location in Dallas, TX, and the location-specific page on your site for that location has a URL of www.YourDomain.com/dallas-cleaning-services (using your cleaning example from earlier)

you'd then have the URL for that Places/+ Local listing use that specific URL

You say at the top that corporate likes to use brand name + location on the website... but then it seems like you're talking about directory listings...

As long as you're consistent with the business name on all citations, you should be OK... if all of your citations say "Bubba's Widgets", but then on the website it says "Bubba's Widgets - Dallas", then you're still ok...

We work with tons of car dealers who have a long dealership name, but then when they mention the biz name throughout the site, they use a shorter "lingo" version of the name... never causes any problems.

If you're talking directories, that's an entirely different situation, and can get hairy... Even though Google now allows a single modifier to be added to the end of a biz name, you're still safer just using the actual business name in all your citations. Just explain to corporate that you cannot risk getting flagged, and that the directories are strict about what you can put in for a business name.

Ahmad -

I would definitely suggest working on your overall SEO strategy. A quick look at OSE shows that you only have 6 domains linking to you, and one of those is just a comment on a blog post that's not related to anything wedding. Also, other than the items on your site, your site has almost no content. You don't have the phrase "engraved wedding glasses" on your home page anywhere except the single text link... and on the page for "engraved wedding glasses" you have it in the title tag (good), at the end of your H1 (it'd be better if it were first), and a single time in the page text (which is only a few short sentences).

If your goal is to sell a ton of engraved wedding glasses, you need to create a lot more content on your site about engraved wedding glasses. If it's your biggest push, you should definitely optimize your home page for that term as well.

As far as links go, you'll need to work on getting more links, and if you're going to stick with the current strategy, those links should point to the "engraved wedding glasses" page instead of your home page.

I see you've got a blog - you might want to consider setting up your blog to be on your primary domain name - that way, any links you get will count towards your primary URL instead of a completely separate one. Also, you need to write some posts about "engraved wedding glasses" and why people need them (and why they should buy yours). Currently, your blog doesn't even have data in OSE, which leads me to guess that there aren't any quality inbound links there either. Linking from your blog to your site won't matter if the blog doesn't have any authority or relevance.

That post is from March, and there have been several major changes to the +Local system since then - most importantly, Places went away and became Google+ Local at the end of May...

But now I get you - you're a service business only - you're only using the address/phone number for verification purposes... people will never go to that location.

In that case, you DO have to hide your address - BUT, you still have to have a real physical address in that city. Without a legit address, you'll never have any hope of ranking.

The multiple locations part of the question only comes into play if you're talking multiple cities. In that case, you're fine - but if you're trying to show multiple locations in a single city (because you have multiple service vendors there), you're going to run into problems, unless you have unique phone numbers and addresses (and unique location-based landing pages on your site would help a lot here too)

If you're ONLY a service business and customers never come to you, you will have to hide the address - but also make sure you don't try to do any merge with a Google+ Business page - until they change the rules, you aren't allowed to do a merge with an SAB.

Pravin -

You definitely CAN... but that's not always the best idea. We do car dealer websites, and we feed our dealers' inventories out to hundreds of online classified sites. Many of our dealers also use eBay motors. Our system allows them to either write a single description that goes to every property, or separate descriptions for website, eBay, and classifieds.

You should be able to do the same thing with your site. You should always have a bit more detail and depth on your own website, but if your system doesn't allow for you to do so, you'll probably still be ok. The search engines are smart enough to realize that the different online stores and classified sites are all selling the same product (and won't assign a dupe content penalty).

Remember - you should always look at your website and create content/descriptions that your customers (and potential customers) will find the most useful and relevant. Write for people, not for search engines. Plus, you've got different audiences on the other sales platforms, so unique descriptions might help with conversions, based on the audience you're trying to reach. BUT, if you're not able to, you should be ok with using the same description across the board.

You've still got several options.  First and foremost, use Open Site Explorer to check out the links that your client's competitors have. You'll get lots of ideas, assuming that there are local competitors in the area. If not, check competitors in other cities, see what they're doing and do something similar locally.

Next - add some useful content to your client's site. Become an educator about that niche and post regular, unique content. Use that client's expertise to your advantage and share it with the local community. Build social connections to share that content.

Seek out local bloggers and build relationships with them. Once you're introduced and they know who you are, share some of that expertise with them - you could either get a guest post on their blog, have them guest post on yours, or have them write about your client's business.

Ask customers what they want to see on the site - not really crowd-sourcing, but just finding out what customers in that niche would find useful. Then do it.

And don't forget about citations - depending on the niche, local citations can sometimes be just as powerful as links (or even more powerful) when it comes to local ranking.

You need the H1 to be visible for it to "count" - sure, you've got text here, but it's being hidden by the CSS, which is replacing that text with your image file.

You'd be much better off with a visible H1 headline containing text AND with your logo image being embedded with a standard image embed tag that ALSO has alt text for that image.

When you say "without blogs" are you saying you don't want to use other blogs as a resource for possible links, or you don't want to create a blog for your own website?

There's a big reason that so many SEOs will talk about blogs when they're discussing linkbuilding. If you can build up a relationship with a local blogger, it's fairly easy to get them to write a post about your business/product (depending on what industry you're in, obviously).

If you don't want to have a blog, you'll need to carefully examine the content on your website. Using a blog lets you write extremely specialized content, so it's easier to share that content and get links. It's all about being useful and unique. If you're not going to have a blog, you'll need to make the content on your website even more awesome, because if it's just like all the "other guys" that do what you do, there's really no reason to link to you over the other guys.

But, that being said - check out your competitors using OSE and see what they're doing. That's going to be your best gauge of what you should go after. Check out Garrett Finch's Link Prospector, it's pretty awesome at helping you come up with a good starting list of targets.

Your best resource is to use Open Site Explorer to research the backlink profiles of your competitors. Grab the URL of someone in your area that does what you do, put it into OSE, and download the list of URLs it spits out. THIS is your "list" of sites that you need to use to get links from.

Like I said, a link from about.com or wikihow.com aren't going to count for much, because anyone can get a link from those sites. Building links doesn't mean just going out and filling out forms to list your site on directories or going to public article sites and putting in articles that link to you. Because of that, you'll be hard-pressed to find a list of sites like those that you could use, because there aren't really any SEOs out there who would recommend that tactic.

Check out what your competitors are doing - that's your best source of relevant links for your particular business.