When you over-optimize your site, you run the risk of falling out of Google’s good graces. Why? Because Google would much rather see a site that is under-optimized than over for one reason:
If you can take the time to personalize your prospects experience, you can’t help but improve your conversion ratio. This improvement
If you have a contractor website that has exactly the same content page after page with the only distinguishing difference being a city or zip code you are in trouble.