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Hi, John.

How long has it been since you started optimizing your website?

Adding unique, informative content to your website, combined with link building should be enough to compete in local markets. Try to see your competitor's metrics by analyzing their URLs with OpenSiteExplorer.

Adding your company's phone number to meta description will display it in search results. You can also add your location to the Google Places platform.

Best of luck, and let us know how it goes!

Header tags can use all the separators you mentioned. The reason pipe is adopted in meta tags is because it gives clear visual separation in the organic search results section.