Here’s counter-intuitive one, but it’s important to put yourself in the shoes of your target visitor. I live in Orange County, California, but if I was in charge of a territory that was primarily centered around Los Angeles, I would want to change my location to Los Angeles. It makes me more approachable in my target market because I’m considered “local,” and it also means I get found in more relevant search results because many are using the location feature to filter results.