We normally do keyword research and will start with Google ad data for traffic (now able to target to the city we're targeting) then push all our main terms and their geo modified versions through Moz keyword tool to find SEO ranking difficulty to determine which terms to target. Here is an example:
Keyword
Avg. monthly searches
Competition
Moz
personal injury lawyer
18100 .88 58
Personal Injury Lawyer in Portland
170 .92 43

With this client's link profile, we should be able to rank for personal injury lawyer and has so much more average search volume than the geo modified version. Everything I read says we need the geo-modifier in the title, url, etc. Would you still say we should only target the portland version? They take cases in both Oregon and Washington states.