I read Dazzlin's coverage of Pubcon at SERoundtable and was inspired by her coverage of what Jake Baille said.
I've pm'd a little with this guy. He is evidentally very well known in the industry--Randfish has called him one of the masters.
Two years ago he got into Local- developing and enhancing a version of a local engine.
Boy did his words ring true. I've been doing this stuff for a few years and learned by paying attention in forums like this and experimenting.
Jake spoke very well to things I've learned and applied. What I got out of DD's summary was a far simpler and better descriptionto develop your own sites or how to optimize and manage ppc for clients. I wanted to reitenate some of that here.
Geo keyword expansion:
City and state names and zip codes. Also use initials and local familiar terms for the city(s).
He described non obvious terms: neighborhoods, area codes, counties, airport codes and metro areas. Town names have worked very well for me also (the famous DD method). Also add directional descriptions-like Northern Virginia or Western New York. They work well. He mentioned airport codes- LAX. Also use the locals' name for a neighborhood - The loop rather than downtown Chicago.
Product Service phrases
Jake suggested terms like: product names, brand names, sku's, slang/industry terms, government terms, regional names for products (pop versus soda)
I've used about a dozen variations for my service. They all add up.
Use Ads. It really works. (I can vouch for that) Make sure that if you have a geo term in the ad-have that geo term in the landing page.
lots of advertising opportunities; G, MSN, Y, Ask, IYP, and a variety of the local engines (truelocal (Jake's) local.com) Newspaper sources, vertical industry sites, local industry groups, local business development groups, hobbyists, geo vertical directories, etc.
I'm big on PPC. I don't like IYP - since I've found that I can outrank most IYP terms for most towns. I've marketed in vertical industry groups and that works well. I've done very well with craigslist.
I loved his descriptions. They are very powerful. Be creative. One example he used was to target phrases that generate lots of traffic for your particular service/product; DUI lawyers will often target phrases like (state name) DMV. Bingo that is a great one.
We've done similar stuff and it works.
Check out Dazzlin's review over at SERoundtable. http://www.seroundtable.com/archives/006710.html It is far more thorough and covers the topics from other speakers.