As I stated on another question, each page should be search engine optimized for one (and only one) keyword phrase. When this happens, Google and other search engines know exactly how to index and categorize every webpage on your website. In essence, you’re helping them do their job better, so they can serve up the most appropriate webpage for every unique search query that occurs on their engine.

When you use the exact same title and, say, <h1> tag, on two different pages, now Google has to determine which one of the two pages is actually a closer match for the search query. Only one will show up to a searcher, so you’re doing yourself a disservice by creating two. Your time is better spent on creating two unique webpages that each have a specific keyword phrase.

If you had a page targeting “Washington local marketing” and another page targeting “Washington local search engine marketing”, you would want to the latter to be a sub-section of the prior. In this way, you can include a breadcrumb trail and/or anchor text leading back to the first page. Each webpage then has a specific keyword phrase, and a unique body of content unto itself.