We typically run organic campaigns for businesses that primarily do business online, compete for a national audience, or don't have a physical location. Campaigns aimed at increasing a business' local footprint are reserved for businesses targeting a specific group of people, usually centered around a geolocation.
For the online magazine, we opted to focus on keywords that were local in nature because they were much easier to rank for and would allow us to build authority for the online magazine quicker. This strategy is not ideal for all types of organic SEO campaigns as the related local keywords may be as difficult or more difficult than organic keywords.
The online magazine wanted us to start the campaign focusing on the organic keywords and we did begin building authority for these keywords but most of our efforts were focused on the local keywords.
Within 2 months we had 11 out of 17 local keywords on the first page with 5 keywords in the top spot. Just 2 months later, we had 13 keywords on the first page, 7 in the top spot and we started to see the first movement for our organic keywords.
Fast forward to a few months later and the online magazine is on the first page for several organic keywords. This is a feat considering the difficulty of the keywords.