Great question — answering as the UphillTech team:
If you put the local keyword everywhere, Google will most probably consider this as keyword stuffing. Don't take this risk! The only important question is: is your keyword important for users? If the answer is yes for a specific spot (content, <title> , alt attribute, etc.), put it, otherwise, don't.
Full answer by Zistoloen: https://webmasters.stackexchange.com/a/98115 (CC BY-SA 3.0).
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