you want to ensure that what ever keywords you use are contained within your website as much as possible (don`t over do it) aim for about 3% for each keyword.
Words at the top of the page hold a higher value than than words at the bottom.
words in H1 H2, H3, bold, anchor or title tags hold a higher value
I use cleaning, carpet, upholstery, cleaner, steam, company, service, companies, services, all my local towns and I`m just about to add the postcodes for the local towns.
