This document discusses Knewton's case study on using local SEO to drive more online course sales. It describes how they launched thousands of landing pages targeting specific cities and locations to rank for local searches containing terms like "GMAT prep course in gainesville fl". This allowed them to receive thousands of new organic visitors per month. Initially, last-click analytics showed these local visitors weren't converting, but further analysis found 20% of all GMAT customers had visited a local page at some point in their journey. Local SEO was successfully driving new customers to their online courses. The key lessons are to research local search queries, build targeted landing pages, leverage existing link equity, and use multi-attribution tracking.