For SEO, priority is given to good customer experience on mobile devices. Consumers will use mobile devices to find desired goods or services and will generally begin these searches with a category or brand search.
Brand search: “Joe’s Pizza in Denver”
Category search: “Pizza in Denver”
(note: on a mobile device the “in Denver” often does not need to be explicit)
In the case of a category search, the user has intent to purchase something in a category but has not decided or does not care about the brand. In these searches, the user’s intent is generally heavily skewed toward proximity and location. So search engines generally deliver the closest locations and it is therefore important that location information is crawlable, is displayed on each page, and is in meta-data and keywords.