Established in 2007, Grubhub had a list of restaurants for everything that NewYorkers searched for (pizza delivery, vegan delivery, food delivery, etc.)
Then they went to the local press and told they were launching in New York and wanted to give their readers $10 off their first order. All they had to do is have a link to their New York pages.
Soon they began to rank #1 and still reap the benefits.