Google rates sites and therefore places them in search according to a number of factors. Such as relevance of text, number of links to a site and so on. Google places greater emphasis on say "Window Cleaner Woking" that is a direct link to a home page. I haven't done a website yet. I actually think that in this industry it is probably a nice to have, but if I did I would be plastering "WINDOW CLEANER NEWBURY" that is clickable to my home page. This is highly relevant text. Not sure if that explains it.