About the Company
Diamond Arrow is a local digital marketing and SEO agency based in Gilbert, Arizona, co-founded by Kelly Bigelow. The agency works primarily with small to medium-sized businesses, helping them build and improve their online presence — web design, SEO, and digital marketing — with a particular focus on local search.
Kelly came to the industry via Yelp, where she developed a deep understanding of how local search works. She launched Diamond Arrow on her own in 2017 and has been building it since. The agency now operates with a team, each member using different tools within SEOptimer for different purposes — from sales presentations to backlink research to keyword tracking.
How They Use SEOptimer
SEOptimer is embedded into Diamond Arrow's sales process from the very first conversation. Kelly runs a report for every inbound lead as part of a personalised video she creates for them — combining the audit data with Google search results and examples of existing clients seeing success. The report gives prospects a clear, visual snapshot of where their website stands, broken down into scores they can understand without needing to be SEO experts.
"It is in all of my sales presentations. I use it every single time."
What Kelly values about the reports is that they do not just identify problems — they educate. Prospects who read through the report on their own come back to conversations with a better grasp of what needs to change and why. The scoring system, which breaks performance into clear categories, helps business owners understand how each element contributes to their overall online presence — and what happens when one piece of the puzzle is missing.
"It's a good layman's terms breakdown for business owners. It gives them every little thing they should be looking at and paying attention to — the needles that should be moving or not moving."
Beyond the initial sales conversation, the reports serve as an ongoing tracking tool. Diamond Arrow revisits the scores with clients over time, showing them how their numbers have changed as SEO work progresses. It turns an audit into a progress report — and a progress report into a retention tool.
Diamond Arrow is in the process of launching a new website, and Kelly has made a deliberate decision about which tool to use for the embedded lead generation audit. She had previously used Bright Local for this purpose. She is switching to SEOptimer's white-label embed.
"I like SEOptimer's reports way better."
The local SEO breakdown, the social signals, the link analysis — the depth and the presentation of the data is what won her over. Prospects who come to the new site and run their own audit will be receiving a SEOptimer-powered report, branded as Diamond Arrow's own.
The Team
Kelly is the primary user on the sales and presentation side, but SEOptimer runs across the wider team. Her SEO manager uses it regularly for backlink research and keyword work. Different team members use different tools within the platform depending on what they need — making it a shared resource rather than a solo instrument.
"I always forget how much it can actually do inside there. My team members are using other tools inside there that I'm not even using enough myself."
Why SEOptimer
Kelly uses Ahrefs, Local Viking, and a range of other tools across the agency. But when she talks about SEOptimer, one thing comes up consistently alongside the functionality: the price.
"It is an inexpensive, great tool. That's probably what I love about it the most. It's not looming over my head getting more and more expensive. The price has stayed reasonable — and even to do the white label was under a hundred dollars. For what you get, it offers tools worth way more than what they even charge for it."
For a small agency managing costs carefully while trying to grow, that combination — professional-grade output at an accessible price point — is not a minor consideration. It is part of why Diamond Arrow has stayed with the tool and is now building their new website infrastructure around it.
