Live @ SMX West: Being National, Going Local

March 5, 2013 by Chris Sherman


Many businesses are fortunate to have widely recognized brands operating across countries or even the world, yet conduct much of their business locally. Retailers, real-estate agencies, home-service providers, B2B organizations… online marketing is essential for all of these types of businesses, but there can be a downside to being nationally recognized when you’re trying to tune your marketing efforts at the local level. Without a clear plan that maps out territory, ownership, and credit you may find yourself competing with your own team, perhaps to the detriment of all.

At SMX West, our panelists explore how nationally recognized brands focus and manage their online marketing campaigns in Being National, Going Local. You’ll hear from Home Depot’s Senior Manager of Search Engine Optimization, Scott Nickels, about how he manages the overall strategy and direction for one of the world’s largest home improvement chains.

Shane Vaughan, CMO, Balihoo will dive deep into the seeming paradox of “scaling” SEO & PPC for local for large organizations. Manish Patel, CEO of Where 2 Get It, will offer time-tested tactics for how national brands can develop local web properties to meet local SEO best practices. And Jon Schepke, Founder & CEO, SIM Partners, will offer case studies of how large companies have successfully improved local search visibility and measurably increased revenue for physical locations.

Moderated by Search Engine Land Contributing Editor Greg Sterling, one of the foremost authorities in the local search arena, Being National, Going Local is a must-attend session for anyone wanting to increase the effectiveness of their local campaigns. It’s one of 50+ sessions devoted to all aspects of online marketing. Check out the agenda for SMX West and register now!

Looking forward to seeing you in San Jose!