A potential customer has an old website that has his keywords (bed and breakfast townx) in the title and description but NOT in the H1 and townx is NOT mentioned at all in the home page content. His address is, however, in the footer.
If, as part of a redesign, I change the H1 from:
"Welcome to Name" to "Welcome to Name - a Quality Bed and Breakfast Close to TownX"
and then change the first paragraph to state that they are located close to townX, CountyY
Will this help their SEO or COULD THE SITE GET PENALISED for adding keywords into an existing page? (They are currently towards the bottom of page 2.)?