A locally focused campaign will still include all of the same kinds of white hat search engine optimization techniques such as optimized content and inbound link building, but will focus on outlets and keywords that are attuned to the surrounding area or business catchment zone. The aim of local SEO is to increase online visibility and brand awareness not on the web as a whole, but in the localities served by the business. This niche approach will deliver a much better ROI and be more beneficial to a company that is only able to service leads within a certain radius of their physical location.