Search and AI Visibility
Technical and on-page SEO, AEO/GEO, topical mapping, local and programmatic search, and AI search share-of-voice analysis.
Explore Search ServicesMeet the Founder
Dawson
Barber.
Founder & Digital Marketing Lead
I came to marketing through sales.
That still shapes how I work.
Search, content, conversion and follow-up should connect to the same thing: more of the right customers.
Total Local Online MarketingBritish Columbia · Working Across Markets
2009Founded Total Local Online Marketing
18 yearsIn sales before digital marketing
One systemFrom being found to winning customers
The Perspective Behind the Work
The click is
the beginning.
“Businesses ask for more traffic. What they actually want is more of the right customers, more often.”
I’ve run Total Local Online Marketing since 2009. Before that, I spent eighteen years in sales, marketing and sales leadership. I know what happens after a lead lands—and how easily good marketing can come undone when the next step is missing.
That experience gives my work a particular starting point. I want to understand what the business sells, who buys it, what makes the decision difficult and what happens between an enquiry and a customer.
Then I look at the marketing around it: search visibility, content, the website, email, follow-up and measurement. Each has a job. The value comes from choosing the right work and getting those parts to support one another.
Today, that includes AI search and answer engines as well as traditional search. The platforms keep changing. The responsibility stays the same: understand the customer, make the business easier to find and trust, and give people a useful next step.
Dawson BarberFounder, Total Local Online Marketing
Where I Spend My Time
Strategy that reaches
the work itself.
I connect the commercial questions with the research, architecture, writing, technical work and reporting needed to act on them.
Content With a Clear Purpose
Content strategy, hub-and-spoke architecture, copywriting and refreshes that address buyer questions and connect related ideas.
Explore Content MarketingConversion and Follow-Up
Websites, email journeys and automation that carry the conversation forward, with measurement to see what is—and isn’t—moving.
Explore the FrameworksExperience That Informs the Approach
Marketing, with a
sales background.
From leading sales teams and major bids to building connected digital marketing programs.
Total Local Online Marketing
Founder & Digital Marketing LeadLeading strategy, search, content and digital marketing delivery for small businesses in British Columbia and international clients.
Drake International
Vice President, Sales Force EffectivenessLed the global sales force effectiveness practice. Also held national sales, marketing and solutions roles and served on Drake Australia’s Executive Committee.
Miller Heiman
Certified Consulting PartnerGenerated, managed and closed opportunities for sales training solutions.
Paladin Security Group
Vice President, Sales and MarketingLed marketing and the sales team, from prospecting and lead generation to proposals and new business.
Selected Work
Systems built
to carry the work.
A few examples of the research, architecture and production behind the strategy.
50 UK Cities
A location-page program for a cybersecurity firm’s Cyber Essentials service, prepared for bulk import into WordPress.
26 Connected Pages
A hub-and-spoke PCI DSS content cluster, supported by content refreshes, GEO audits and analytics reporting.
Frameworks Into Practice
Proprietary approaches to search, email and semantic content, supported by a reusable design system and structured AI-assisted workflows.
AI + Human Intelligence
I use AI to support research and production. It works best when the audience, evidence, constraints and next step are clear—and someone remains responsible for the judgment.
From the Blog
Articles by Dawson.
Practical thinking on search, content, conversion and the connections between them.
Video Marketing
6 Reasons Every Small Business Needs Video Advertising
A look at video’s role in attention, communication and conversion, with practical ideas for small businesses.
Read the ArticleA Connected View
What happens
after the click?
That question runs through my work: how each channel helps the right person move from finding a business to understanding it, trusting it and taking the next step.
Browse TLOM Insights →Start With the Business
What are you trying
to move forward?
Bring the goal, the marketing you have in place and the part that feels stuck. We can start there.
Talk Through Your Marketing