30About

Built by SEO people, for local businesses

Local SEO is usually one of two things: oversimplified into a checklist, or overcomplicated into agency jargon. We built the Core 30 to be neither — a straightforward, repeatable system that aligns your website and your Google Business Profile, so Google, and now AI search, gets one clear picture of your business instead of two competing ones.

01How We Got Here

The system came from the work

It started as the thing that kept working

Now run across hundreds of campaigns in the US and Canada.

The Core 30 didn't start as a framework. It started as the thing that kept working across client campaigns, in market after market, until it was obvious enough to write down.

We've since run it across hundreds of campaigns in the US and Canada, in markets of every size.

02Leadership

Who you'll work with

Leadership

Peter Wallach and Caleb Ulku, co-founders of Core 30 Digital — Peter Wallach (President) and Caleb Ulku (CEO)

Caleb Ulku — CEO

A chemical engineer with an MBA, Caleb left a supervisor role at ExxonMobil to become an entrepreneur who helps small business owners compete online. Over the past 10 years he's built a reputation as one of the most respected digital marketers and agency owners in the space, and as the creator of the Core 30 methodology — refined across hundreds of local SEO campaigns and taught to more than 3,000 students. At Core 30 Digital, he's responsible for the strategic vision and for developing new technologies and methodologies to continuously enhance our ability to deliver the best results in the industry for our clients.

Peter Wallach — President

Peter spent years as an IT consultant for businesses across New York City, then became a successful real estate investor. After earning his MBA, he launched an electronics business — and discovered he loved digital marketing more than selling gadgets. He's been a full-time digital marketer ever since, building a seven-figure agency. At Core 30 Digital, Peter is head of business development and leads our webinar projects.

Eileen Costello — VP

Eileen spent years as a successful project manager for a software company before finding her passion as a highly driven SEO project manager and practitioner. She's an expert in the Core 30 methodology and implements it for clients across 26 states and three countries. Eileen leads client delivery and fulfillment, manages our SEO team, and serves as the key strategic advisor to our clients.