Broad Keyword SERP

Hey guys,

I'm putting together a program for a potential client to land a big SEO gig. They offer a very broad product that does very well nationally. For example lets say they sell their own type of lipstick. Would I try to rank nationally for related keywords? Or should I try to rank for related keywords locally? They have offices in NYC and LA but they want to rank in SF and Seattle too (no brick and mortar in those locations though).

Since the local keywords don't rank very high "lipstick LA" "Los Angeles lipstick".. The keyword volume is very low. So again, should I just try and rank nationally rather than just by city?

Any advice? Thanks!

My suggestions

Try to rank them locally first then move on to the wider rankings gradually. Since the time you'd try to rank nationally the website or brand would have some authority gained from local rankings

Veboo