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The key to success with local search engine optimization is to start small and stay focused on your customers. But by building slowly on your success, you can accomplish big things!

In this presentation at David Mihm's Local University at SMX Advanced 2012 in Seattle, Jonathon Colman, the in-house SEO at REI, walks us through how he and his colleagues made the case to pursue local SEO and how REI later bought into a wide-ranging cross-channel customer strategy that had big wins for local search visibility.

Watch out for a special guest appearance by Data the android from TV's "Star Trek: The Next Generation"!