A friend of mine just started a home security company as an ADT dealer. He wants me to do some lead generation for him. I am looking at keywords like ADT + city and home security + city. I plan on using regular backlinking, web 2.0, social bookmarking etc. I am noticing that there are few nationals companies with large sites with pages for almost every city in the country. It looks like it will be easy to rank, since most of the pages ranking in some of these cities have no backlinks and are sub pages. But I am concerned that I don't see any small sites - sites like angieslist.com, securitychoice.com, yourlocalsecurity.com dominate. Anyone else have experience ranking for local ADT sites or home security sites, will regular onpage and regular backlinking work?