Keywords (more accurately referred to these days as “topics” (or for the pure geeks “entities”), need to be based on a hierarchy of importance for your business.

They need to be based on what words people looking for your offerings use when searching for them, not words you necessarily use to describe your offerings. Pick two, or at most three primary phrases for each page on the site, as appropriate. You integrate those into page Title, H1 headline tag and in content.

You can then include alternate phrase variations (within reason, not being obnoxious about it) into your content, to support the main phrases. As for locations, some people try to create unique “location” pages for every product/service. The problem with that is it’s rarely sustainable.

That’s because you can only say so much in unique ways over and over again, before it just looks and reads obnoxiously repetitive. Instead, it is proper for sustainable needs, to have one location page for each location you have, with a parent “locations” page above those.

And depending on how many locations you have, including a “locations” block in page footers. If you have one, two or at most a few locations, you can list each location’s address in page footers.

Otherwise, as long as you link to your main locations page from all your other pages, and as long as you have strong content about the locations you serve, Google will figure it out as to what products/services you offer across locations.