There's a great article by Miriam Ellis on creating and optimizing landing pages for local search if you have several locations.
For each location you must have:
1. A unique, non-shared local area code phone number 2. A unique, non-shared physical street address
But that doesn't work for everyone:
Yet, I’ve encountered many websites on which five or ten or twenty near-identical pages have been created in an attempt to target customers beyond city borders...To me, the creation of city landing pages in this brick-and-mortar situation seems like nothing more than an awkward attempt to grab at rankings. And, as there can be definite negative effects from creating duplicate or near-duplicate content...
There are a few great additional discussions on the related topic: