Local SEO - The Expert’s Guide

Sterling Sky Inc.
  • 5.0 (2)
  • MARKETING
  • UPDATED MONTHLY

The podcast where local SEO meets expert insight! Join host Joy Hawkins, CEO and owner of Sterling Sky, renowned local SEO specialist and a member of the Google Product Experts Program, as she dives deep with guests into the world of local search engine optimization, digital marketing, and SEO. In each episode, Joy will interview experts and share her wealth of knowledge, backed by rigorous testing and research conducted at Sterling Sky. Whether you’re a seasoned marketer or just starting out, this podcast offers invaluable tips, strategies, and the latest industry updates to help you navigate the ever-changing landscape of local SEO. Tune in and get ready to elevate your local SEO game!

  1. MAR 25

    Is SEO Screwed? Lily Ray on Google’s CRACKDOWN For 2026

    Google's increasingly aggressive crackdowns and harsher core updates are significantly impacting Local SEO and AI search professionals. Medium to Small Businesses are experiencing major traffic losses due to these changes, often without understanding the cause. This situation necessitates a strategic adaptation to the new landscape, focusing on content adjustments and off-site brand mentions to mitigate the effects of Google algorithm shifts and stay ahead of AI updates in search.   Lily Ray @amsive joins us to break down why small to medium businesses are being hit the hardest by Google and provides a strategic roadmap for content adjustments, brand mentions, and surviving the shift to AI-driven search. #localseo #seo #localsearch 🕒 Timestamps: 00:00 Introduction: The SEO Landscape in 2026 01:03 Who is Lily Ray? 02:02 Is AI Content Inherently Dangerous? 04:03 The Risks of "Scaling" Content & City Pages 06:15 Service Area Pages vs. Physical Locations 09:23 Why YMYL Topics Face Higher Scrutiny 10:41 How AI Overviews are Killing Organic Traffic 12:48 Action Items: Diversification & Digital PR 15:47 The New Role of SEOs: LLM Discoverability 17:41 Why Reddit & Forums are Dominating Search 18:55 Small Business Strategy: Video & Authenticity 21:14 Analyzing the Most Recent Core Updates 24:10 Google’s Preference for .gov & Authority Sites 27:28 How to Diagnose & Recover from a Hit 31:16 The Truth About Backlinks & Disavow Tools 34:14 Content Classifiers & Site-Wide Demotions 37:00 Local Pack vs. Organic: Why GBP Stays Safe 39:05 The Crackdown on Self-Serving Listicles 44:17 E-E-A-T: Common Misconceptions Debunked 48:12 The War on AI-Generated Fake Reviews 51:51 Rapid-Fire Questions & Future Myths 🔗 Resources: Lily Ray’s Newsletter: https://www.amsive.com/insights/ Joy Hawkins' Newsletter: https://www.sterlingsky.ca/newsletter/ Google Search Console Guide: https://support.google.com/webmasters/answer/9128669 __________________________________________ Grow Your Business With Local SEO At Sterling Sky, we're passionate about helping businesses like yours achieve their local SEO goals. We know that the digital landscape can be confusing and ever-changing, so we've made it our mission to provide you with the expert guidance and support your need to succeed. We've helped countless businesses achieve their local SEO goals, and we're confident that we can help you do the same. READY TO TAKE YOUR LOCAL SEO TO THE NEXT LEVEL? Websites: https://www.sterlingsky.ca/ https://localu.org/ https://localsearchforum.com/ Blogs: https://www.sterlingsky.ca/blog/ https://localu.org/blog/ Ep 26104

    58 min

  2. FEB 11

    Google Business Profile Violations Google ACTUALLY Punishes

    Google Business Profile suspensions, disappearing reviews, and sudden listing removals are happening more often than ever, and most business owners have no idea why. In this webinar, we sit down with a seasoned Google Business Profile product expert, Ben Fisher, Co-Founder at @SteadyDemand who works inside the mess every day, dealing with real suspensions, failed verifications, spam networks, and review wipeouts. Links: Steady Demand https://www.steadydemand.com/ Tool http://peec.ai/ Sterling Sky Podcast https://www.sterlingsky.ca/local-seo-the-experts-guide-podcast/ Localu Global Virtual Conference VOD https://localu.org/localu-global-access-on-demand-recorded-january-28-2026/ Local Search Reddit https://www.reddit.com/r/localsearch/ Video: 7 Local SEO Mistakes Costing Your Business THOUSANDS (Fix These NOW!) https://www.youtube.com/watch?v=54_JsfQuLx8 #localseo #googlebusinessprofile #digitalmarketing EP 26008

    1h 57m

  3. JAN 7

    Ranking in Google’s AI Results in 2026 with Mike King

    In this exclusive session, we’re joined by Mike King, one of the sharpest minds in search, to unpack the wildest shifts happening in Google’s AI-powered results right now. You’ll get a behind-the-scenes look at real tactics Mike is using for clients today to gain visibility across AI platforms like Google and ChatGPT and how you can apply them immediately. LIVE TOOL DEMO: Mike will walk through a powerful fan-out query tool that uncovers how Google is interpreting and ranking entire topics. We’ll even use real audience examples in the demo so you can see it in action. What you’ll learn: ✅ The “fan-out query” method explained in plain English ✅ How to pull Google’s full query list for your niche ✅ Tactics to help small businesses stand out in an AI-dominated search landscape ✅ Why certain blackhat strategies still work (and Mike’s take on them) Whether you’re a business owner, SEO strategist, or just trying to stay ahead of AI’s impact on search, this webinar will leave you with actionable insights you won’t find anywhere else. Save your seat now and come ready with a topic for the live tool demo! Register👉 https://localu.org/how-rank-2026-mike-king-webinar/ Links: Mike King's Tool - https://ipullrank.com/tools/qforia https://ipullrank.com/case-studies Mike King's Conference April 27-30, 2026 - https://seoweek.org/ LocalU Global - Attend from Anywhere🌎 - https://localu.org/etn/localu-global-january-28-2026/ Next Months Webinar: https://localu.org/gbp-violations-punishment-ben-fisher/

    1h 2m

  4. 12/17/2025

    Surviving Local SEO in 2026: 3 Major Threats You Must Prepare For

    Local SEO is changing fast! For more 👉🏻 https://www.sterlingsky.ca/the-state-of-local-seo-in-2026/ Learn about the 3 major threats facing businesses in 2026: disappearing organic visibility, AI's impact on search, and aggressive review attacks. Experts Joy Hawkins @SterlingSkyInc Luc Durand @rankingacademy & Darren Shaw @WhitesparkCa reveal how to prepare, understand mobile search shifts, deal with fake reviews, and apply effective strategies to stay competitive. Don't fall behind – watch LIVE to secure your local rankings! Date : December 17, 2025 Time : 11:00 am - 1:00 pm ET Register for updates: https://localu.org/etn/surviving-local-seo-in-2026/ Chapters: 0:00 Welcome to 2026 Local SEO Threats & Expert Introductions 2:00 Understanding Declining Google Business Profile Calls 4:30 The Impact of AI-Powered Local Packs on Visibility 8:00 Google's Monetization Strategy & SERP Changes 13:00 The Rise of Local Pack Ads and Local Services Ads (LSAs) 16:00 Maximizing Value from Local Services Ads: Agency Perspective 20:00 Diversifying Lead Generation Beyond Organic SEO 23:00 Analyzing Traffic from AI Platforms like ChatGPT & Gemini 29:00 Why Video Marketing is Essential for Local Businesses 36:00 Debunking Local SEO Myths: Geotagging & AI-Generated Video 40:00 Whitespark Local Ranking Grid: Advanced Tracking & LLM Visibility 45:00 Effective Strategies for Google Review Generation 50:00 Open Hours as a Local Ranking Factor & Service Area Business (SAB) Challenges 58:00 Navigating Co-working Spaces & Subleasing for Business Addresses 1:02:00 Optimizing Service Area Pages & Core Business Citations 1:07:00 Combating Review Extortion & Understanding Google's Review Jail 1:19:00 Top Local SEO Strategies for 2026 Success 1:25:00 Identifying & Avoiding Wasted Local SEO Tactics 1:32:00 Ranking Strategies for Gemini AI & Perplexity: What Matters Now 1:36:00 Essential Call Tracking for Local SEO & The Role of TikTok Ads 1:40:00 Developing Niche Video Content Ideas for Local Businesses 1:42:00 Local Grid Tracking: "Near Me" vs. "Keyword + City" Queries 1:44:00 Best Practices for Responding to Negative Google Reviews 1:48:00 Final Key Takeaways to Future-Proof Your Local Business #LocalSEO #GoogleBusinessProfile #ReviewManagement

    2h 1m

  5. 11/13/2025

    The Future of SEO: What Google Won’t Tell You (But We Will)

    Dive deep into the evolving world of SEO with expert insights! Learn why traditional SEO tactics are dead, how Forbes' strategy crumbled, and the new 2026 playbook for success. Discover the power of brand building, founder marketing, and Reddit as an SEO cheat code. We'll also explore AI's true role in content and what Google won't tell you. Don't miss out on strategies to protect your traffic and thrive in 2026 and beyond. Subscribe for cutting-edge Local SEO insights! Date : November 13, 2025 Time : 1:00 pm - 2:30 pm ET Register for updates: https://localu.org/etn/the-future-of-seo-what-google-wont-tell-you-but-we-will/ Chapters: 00:00 - Intro: The Future of SEO & Content 00:40 - Why Viral Content Isn't Always Effective 01:40 - Forbes' SEO Strategy Collapse Explained 04:05 - Understanding Google's Helpful Content Update 06:45 - The Old SEO Playbook: What's Dead in 2025 09:30 - The New SEO Strategy: Build Brand First 12:00 - SEO for Small Businesses: When to Invest 14:20 - Choosing Organic Channels: Fit Over Hype 17:30 - Reddit: The SEO "Cheat Code" & Its Risks 23:45 - How Reddit Manipulates Google & AI 28:00 - Founder Marketing & Business Exits 30:45 - Small Business Marketing: Ads vs. SEO 33:00 - Personal Brand: Surviving the AI Content Wave 35:30 - Hyper-Targeted Bottom-Funnel Content 38:00 - Future of Marketing: Private Communities (Discord, WhatsApp) 43:00 - Ranking in the AI Era: LLMs & SEO 45:30 - New AI Ranking Signals: Reviews, Awards, PR 47:00 - SEO Timeline for Small Businesses: Realistic Expectations 49:10 - Competitor Comparison Content Strategy 52:30 - Website Health Tools & Keyword Research for Topics 55:20 - AI in Content Creation: Repurposing vs. Originality 01:00:30 - The #1 Skill for New Marketers: Copywriting 01:02:00 - Recommended Copywriting Books 01:03:00 - Final Thoughts & Connect with Lars #SEOFuture #GoogleAI #LocalSEO

    1h 34m

  6. 10/28/2025

    How Local Businesses Can Rank on Google With YouTube

    October 28, 2025 at 12:00 PM ET Webinar: How Local Businesses Can Rank on Google With YouTube with Jeremy Vest Discover how local businesses can leverage YouTube to rank higher on Google and generate leads! Join YouTube expert Jeremy Vest as he breaks down strategies for content creation, SEO, effective thumbnails, and paid advertising to grow your business. Learn how to niche down your content, understand viewer intent, and optimize for both YouTube and Google search. Get your free YouTube channel audit at creatorunlock.com now! 00:00 Introduction: YouTube for Local Business Growth 00:14 Meet Jeremy Vest: YouTube Expert & Strategist 00:30 Jeremy's Journey & Host's YouTube Channel Success 01:27 Live Audience Q&A & Channel Audits 02:05 Local Business YouTube Strategy for Google Rankings 02:46 Local Search Intent: Answering Consumer Questions on YouTube 04:32 YouTube's Role in Business Valuation & Acquisitions 06:05 Expanding Video Marketing Beyond YouTube 06:43 Targeting Local Audiences on YouTube: Dentist Example 07:27 Hyper-Targeted YouTube Ads for Local Lead Generation 09:46 Organic Channel Health vs. Paid YouTube Ads Performance 11:05 Live Channel Audit: Personal Injury Lawyer 13:05 Get Your Free YouTube Audit at CreatorUnlock.com 13:43 Building Trust & Branding on Your YouTube Channel 15:17 The Power of Authenticity: Why Human Connection Matters 18:15 Keyword Research: Finding Local Video Topics on YouTube 20:12 Competitor Analysis: Blueprint for Top-Performing Videos 22:37 Live Channel Audit: Foundation Solutions Group 23:46 Understanding the YouTube Algorithm: Click, Watch, Like 24:31 Optimize Your YouTube Banner & Channel Messaging 25:54 Creating Clickable Thumbnails: Design vs. Intent 28:50 Roger Wakefield: A Masterclass in Plumbing YouTube Thumbnails 32:09 Crafting Keyword-Rich YouTube Video Titles 33:18 Live Channel Audit: Dentist (Shorts vs. Long-Form) 33:54 Shorts & Long-Form Videos: Practice Your Reps 36:28 Global Reach: Burned-in Captions & Language Dubbing 38:28 Viewer-First Scripting for Engaging Videos 40:18 Live Channel Audit: Bay Management Group 41:16 Thumbnail Analysis for Property Management Videos 42:16 The Downside of Niche Fragmentation on YouTube 44:52 Live Channel Audit: Bitcoin Conference Videos 45:50 Distinguishing Organic Views from YouTube Ad Views 46:52 Recommended Software for YouTube Thumbnail Creation 47:22 Insights on YouTube SEO Tools like VidIQ 48:44 The Future of AI in YouTube Content Creation 51:51 Why Authenticity Beats AI Slop on YouTube 52:41 Improving Conference Video Titles & Thumbnails 57:21 Essential & Affordable Video Equipment for Small Businesses 59:26 Faces in Thumbnails: Direct Gaze vs. Emotional Cues 01:01:26 Live Channel Audit: Auto Dealer (Wendell Ford) 01:02:50 Identifying Paid vs. Organic Views in Auto Dealership Videos 01:04:04 Using Children in YouTube Videos: Hero Message Guideline 01:06:11 The "Chevy Dude": A Car Salesman's YouTube Success Story 01:08:25 Strategic Use of Capitalization in YouTube Titles 01:09:57 Live Channel Audit: Wedding Team Marketing 01:11:53 Discovering Top Marketing Strategies for Video Content 01:13:08 Jeremy's 12 Rules for Crafting Effective YouTube Titles 01:14:02 Shorts Thumbnails: Less Critical for Discovery 01:14:51 SEO-Driven YouTube Playlists for Content Organization 01:17:14 Balancing Local Service Ads (LSA) & YouTube Ad Spend 01:20:34 Shorts vs. Long-Form for Local Business: Intent & Niche 01:23:11 Live Channel Audit: Addiction Treatment Center 01:24:16 Tailoring Addiction Content: Focus on Families & Specific Issues 01:26:04 Analyzing Performance Drop in Addiction Channel Thumbnails 01:27:04 The Power of Niching Down in Sensitive Topics 01:28:50 Purpose, Profit, Passion: Finding Your Niche Sweet Spot 01:30:36 Live Channel Audit: Fencing Company 01:30:48 Strategic Use of Hashtags for YouTube Topics 01:31:54 Impact of Description Updates on Google & YouTube SEO 01:33:46 Understanding YouTube Topics & Channel Correlation 01:35:51 Analyzing Channels with High Video Count, Low Subscribers 01:36:36 Viral Shorts Strategies for Service Businesses (ASMR Content) 01:38:09 Commercial vs. Purposeful Content for Fencing Channels 01:39:29 Keyword Research for "Fencing" (Installation, Repair, Design) 01:40:49 Deconstructing a Viral Fence Installation Time-Lapse 01:43:03 Dealing with YouTube Trolls: Strategies & Boundaries 01:44:49 Austin Armstrong's Genius Troll-Proofing Technique 01:46:09 Live Channel Audit: Fitness Studio (Pure Motivation) 01:47:18 Extreme Niching in the Fitness YouTube Space 01:51:29 Live Channel Audit: Marketing for Painting Contractors 01:51:54 Optimizing Titles for Painting Contractor Marketing 01:53:05 AI-Powered Title Generation for Painting Businesses 01:53:54 Managing Negative Comments: Blocking & Blacklist Keywords 01:56:52 The "Hack" Keyword: Effective for Clicks, Despite the Cringe 01:57:47 Jeremy's CreatorUnlock Tool: Founder Sale & Coaching #LocalSEO #YouTubeMarketing #SmallBusinessTips

    1h 60m

  7. 09/17/2025

    SEO Insider Tips from a Multi-Million Dollar Agency Founder

    September 17, 2025 at 12:00 PM ET Webinar: Mastering ROI in SEO: Insider Tips from a Multi-Million Dollar Agency Founder Join us for an exclusive interview with Jason Hennessey, the mastermind behind a leading SEO agency specializing in law firms. With a business that generates 8-figures annually and has been featured on the Inc. 5000 list for six years in a row, Jason knows what it takes to deliver SEO results that drive revenue. In this webinar, he’ll share actionable strategies, success stories, and the secrets to scaling your SEO efforts to ensure a measurable ROI. Whether you're a small business or a law firm, Jason’s insights will empower you to make smarter, more effective SEO decisions. Chapter: 00:00 | Intro: Local SEO for Business Growth in 2025 01:52 | Managing Client Expectations for Local SEO Results 06:19 | Using Yext for Local Citations and NAP Consistency 10:26 | Realistic SEO Budgets for Law Firms and Local Businesses 17:24 | The Best Link Building Strategy for Local SEO 27:03 | Why New Google Reviews are More Important Than Total Reviews 52:14 | Do You Need a Blog for Local SEO? 58:21 | Quick SEO Hacks to Boost Google Maps Rankings 59:05 | An Untapped SEO Strategy: Targeting Zero-Search Volume Keywords Ep 25113

    1h 2m

  8. 08/26/2025

    Mastering On-Page SEO: Kyle Roof Shares The Secrets You’re Missing

    Master On-Page SEO: Kyle Roof Shares The Secrets You’re Missing Date & Time: August 26, 2025 - 9:00 AM ET Duration: 1 Hour Speaker: Kyle Roof & Joy Hawkins In this exclusive webinar, we sit down with SEO expert Kyle Roof to dive deep into the fundamentals of on-page SEO and the critical things that most people overlook. From mastering the silo concept to understanding entity optimization, we'll uncover actionable insights that will supercharge your SEO strategy. Whether you’re a seasoned pro or just getting started, you’ll walk away with valuable, practical tips that can make a huge difference in your search rankings. Don’t miss out on this opportunity to learn from the best! Come With Your On-Page SEO Questions! • Does Siloing Really Work for SEO?: We'll explore whether siloing—the practice of organizing website content into clear, thematic categories—actually boosts SEO performance. • Entity Optimization and Its Impact: Discover how to leverage entities—such as brands, people, or places—in content and metadata to improve search visibility. •And Much More! CHAPTERS: 0:00 - Introduction to On-Page SEO with Kyle Roof 4:04 - What is a Silo in SEO? 8:39 - Flat vs. Folder URL Structure 10:01 - How to Find New Content Ideas 12:11 - What is Entity Optimization? 15:23 - Can You Over-Optimize with Keywords? 17:16 - Live Website Audit: Patriot Plumber 20:25 - How AI is Changing Keyword Research 23:30 - Expanding into a New Niche: What to Do 25:20 - When to Create a New Website for a New Service 27:24 - Do Keyword-Rich Domains Still Work? 35:35 - Do EEAT Signals Actually Improve Rankings? 37:14 - Ranking in LLM Search (like ChatGPT) 39:09 - Is Guest Posting Still a Viable Strategy? 41:13 - How Deep Should URL Folder Structure Be? 42:31 - Do AI Content Writers Include the Right Keywords? 44:42 - The Weight of Smoke: A Lesson in Measurement 46:22 - SEO Strategy for Multi-Location Businesses 48:06 - Using Location Keywords for Local SEO 49:09 - Does Word Count Affect SEO Rankings? 51:22 - What is Vector Embedding and Does It Matter for SEO? 53:21 - Surprising SEO Test Results 54:58 - The Impact of Link Exchanges on SEO 55:58 - How to Increase Your Website's Crawl Budget 56:31 - Does Embedding a Google Business Profile Help Rankings? 57:42 - Using a Second Website for a High-Value Service 58:42 - Automatically Updating Review Schema 59:27 - Are Rank and Rent Websites a Waste of Time in 2025? 1:00:48 - Where to Find Kyle Roof Ep 25123

    1h 2m
See All (13)

Ratings & Reviews

5
out of 5
2 Ratings

About

The podcast where local SEO meets expert insight! Join host Joy Hawkins, CEO and owner of Sterling Sky, renowned local SEO specialist and a member of the Google Product Experts Program, as she dives deep with guests into the world of local search engine optimization, digital marketing, and SEO. In each episode, Joy will interview experts and share her wealth of knowledge, backed by rigorous testing and research conducted at Sterling Sky. Whether you’re a seasoned marketer or just starting out, this podcast offers invaluable tips, strategies, and the latest industry updates to help you navigate the ever-changing landscape of local SEO. Tune in and get ready to elevate your local SEO game!

Information

  • Creator
    Sterling Sky Inc.
  • Years Active
    2024 - 2026
  • Episodes
    13
  • Rating
    Explicit
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    Local SEO - The Expert’s Guide

You Might Also Like