A place for slower thoughts
Occasional notes on planning search activity across different markets.
Words by Thomas Gordon
One service covers three neighbouring towns. A proposal recommends producing thirty location pages. The extra twenty-seven places are variations in the keyword file, not additional places the business has suddenly learned to serve.
Regional search planning needs a check of the words customers actually use, even when every market speaks English.
A regional campaign should connect the invitation to the hours and response arrangements of the team that will receive it.
Regional results can differ because of service mix, market conditions and observation time. Explain those differences before ranking the teams.
