This week on The Whitespark Local Update, Darren Shaw and Claire Carlile break down the latest local SEO news, including: 📝 Study: How Review Profiles Impact Brand AI Visibility (Trustpilot and Seer Interactive) 📝 This is the AI prompt you need to track and aren't (Wil Reynolds) 📝 The Click Is Now Optional. Here’s What Isn’t. (Amanda Natividad) 📝 Colorado Banning Lead Gen Companies from Selling Legal Leads to Law Firms (Jason Hennessey) 📝 Apple introduces Siri AI (Apple Newsroom) 📝 Interna...
Jun 23, 2026•24 min•Ep. 36
Local SEO keeps changing with the speed of light, but Claire Carlile and Darren Shaw are here to help you keep up. This week, they cover: 📝 AI Search, Speak Your Customer's Language or Be Left Out of the Conversation (Michelle Ali) 📝 Connect Google Business Profile to Google Analytics (Google) 📝 How to Rank in Surrounding Cities or Towns (Miriam Ellis) 📝 Google’s Review Reply Rejection Filter (Michel van Luijtelaar) 📝 Chunking Your Content for AI? 1956 Called. They Want Their Method Back (D...
Jun 17, 2026•22 min•Ep. 35
Local search was busy last week. Claire Carlile and Darren Shaw break down what happened, why it matters, and what you should do about it. This week, they cover: 📝 Why B2B Is MORE Emotional Than B2C (Amanda Natividad and Talia Wolf) 📝 Why Do We Need Zero Click Marketing? (Rand Fishkin) 📝 AI Mode + AI Overviews directly in Search Console (Chris Long) 📝 Google Business Profile Video Verification Tutorial (Brad Wetherall) 📝 How Schema Markup Influences Search and AI (Jake Hundley) 📝 The First...
Jun 09, 2026•16 min•Ep. 34
We are back with another episode of the Whitespark Local Update, where our host Darren Shaw and special guest Celeste Gonzalez discuss: 📝 Google Already Knows Everything About You — And Their New AI Features Make It Worse (Near Media) 📝 Your Feed Is the Product of a Stealth Marketing Campaign (Lane Brown) 📝 Google Maps just got an AI facelift (Claudia Tomina) 📝 The new playbook for localized AI search optimization (Darren Shaw) 📝 Google Ask Maps: How to optimize for visibility (Rich Sanger)...
Jun 02, 2026•23 min•Ep. 33
Big local search news dropped last week, and Claire Carlile and Darren Shaw are here to break down what changed and why it matters. This week, they cover: 📝 Google Launches AI-Powered Search Box (Near Media Newsletter) 📝 2026 Google I/O Keynote Bingo (Britney Muller) 📝 Google intelligence and what it means for local SEO (Claudia Tomina) 📝 The ROI of Reputation Connecting Reviews to Revenue, Rankings, and Retention (Brad Wetherall, GatherUp) 📝 Photo View Counts on Google Business Profiles ar...
May 26, 2026•19 min•Ep. 32
Local search keeps changing, and Claire Carlile and Darren Shaw are here to make sense of it. This week, they cover: 📝 How Google’s Personal Intelligence is Quietly Revolutionizing Your Search Results with Garrett Sussman (Near Media) 📝 AI Citation Ranking Factor Analysis (Cyrus Shepard) 📝 RIP AI Overview Tracking (Dana DiTomaso) 📝 Google is now pulling Reddit threads directly into Google Business Profiles (Darren Shaw) 📝 Google is now pulling social media posts directly into Google Busines...
May 19, 2026•23 min•Ep. 31
Claire Carlile and Darren Shaw are back with a new episode of the Whitespark Local Update. Here’s what they cover in this one: 📝 17 Content Types to Survive Google’s Zero-Click Future (Cyrus Shepard) 📝 5 Data-Backed Features of Websites Winning Google in 2026 (Cyrus Shepard) 📝 Most pages are too long for AI agents to read (Myriam Jessier) 📝 Your GBP Photo Gallery just got Smarter (Google Small Business Bulletin) 📝 Google Ask Maps Deep Dive: Ask Maps Is The Future of Local SEO Panel Discussi...
May 12, 2026•21 min•Ep. 30
On this episode of the Whitespark Local Update, Claire Carlile and Darren Shaw bring you a fresh roundup of last week’s most important local SEO updates. They cover: 📝 Google Ask Maps is moving from listings to recommendations (Rich Sanger) 📝 ‘Restaurants’ and ‘coffee and dessert’ now have local service ads (Eric Levine) 📝 Schema Markup for Internal Knowledge Graphs to Support Topic Entity Strategy in AI Search (Aimee Jurenka) 📝 Google Maps Blocked 292 Million Reviews & Removed 13 Millio...
Apr 28, 2026•22 min•Ep. 29
We are back with another episode of the Whitespark Local Update, where our host Darren Shaw and special guest Claudia Tomina discuss: 📝 Google Business Profile Updates Identity Change Policy Language 📝 Why Are My Google Reviews Disappearing? What Businesses Need to Know About Google's New Review Policies and Algorithm Updates (Claudia Tomina) 📝 How a Topic Entity Update Increased AI Visibility 10.8% (Aimee Jurenka) 📝 Top Takeaways from the New Google Business Profile Playbooks (Miriam Ellis)...
Apr 21, 2026•23 min•Ep. 28
Claire Carlile and Darren Shaw are back with another episode of the Whitespark Local Update. In this one, they talk about: 📝 Google Just Elevated Text Messaging to a Primary Conversion Action (Aaron Weiche) 🔥 Leadferno: https://leadferno.com/ 📝 Your guide to local search in the age of AI (Amanda Jordan, Wix Studio) 📝 A sk Maps inside the Google Maps app just got a lot more personal (Claudia Tomina) 📝 H ow To Contact Support When Your GBP Edit Is Rejected (Stefan Somborac on the Local Search...
Apr 14, 2026•19 min•Ep. 27
Claire Carlile and Darren Shaw are back with a new episode of the Whitespark Local Update. Here’s what they cover in this one: 📝 The Truth About Multi-Location Franchise SEO (And Why AI Isn’t What You Think) (NearMedia and Steve Wiideman) 📝 Brands, Imagery, Reviews & Intent Pages: What Actually Drives Multi-Location SEO Now (Part 2) (NearMedia and Steve Wiideman) 📝 If your local rankings are off, your map pin may be the reason (Claudia Tomina) 📝 AI Is Not Search. Here's What It Actually ...
Apr 07, 2026•19 min•Ep. 26
Claire Carlile and Darren Shaw are back with another episode of the Whitespark Local Update. Here’s what they’re talking about today: 📝 Ask Maps in Google Maps – When Local Search Meets Gemini AI (Glenn Gabe) 📝 How we’re reimagining Maps with Gemini (Google’s Official Announcement) 📝 Google Reviews for Businesses: What the New Guidelines Mean for Your Local Reputation (Krystal Taing) 📝 Why Tripadvisor still matters for local SEO in 2026 (Laura I. Abreu) 📝 Star Ratings Are for Humans: AI Rea...
Mar 24, 2026•17 min•Ep. 25
Claire Carlile and Darren Shaw are back with your weekly dose of local SEO goodness. Here’s what they’re talking about today: 📝 T he AI Playbook for Restaurants: What to Do Right Now (David “Rev” Ciancio) 📝 How should agencies build a business around Google Local Service Ads (LSAs)? (NearMedia) 📝 New Branded Queries Filter in Google Search Console 📝 I Built a 60,000-Page AI Website for $10: GPTBot Crawled It 30,000+ Times in 12 Hours (Metehan Yesilyurt) 📝 New Attribute in Google Business Pr...
Mar 17, 2026•18 min•Ep. 24
In this episode of the Whitespark Local Update, Claire Carlile and Darren Shaw discuss: 📝 New Research: Search Happens Everywhere; an Analysis of 41 Websites with Significant Search Activity (Rand Fishkin) 📝 AI Doesn’t Reduce Work—It Intensifies It (Aruna Ranganathan and Xingqi Maggie Ye) 📝 The AI Prompt That Shows Why Your Contact Page Stinks (Andy Crestodina) 📝 The perfect local business contact page built for Google and conversions (Darren Shaw) 📝 Google Review Discrepancies: AI Response...
Mar 10, 2026•23 min•Ep. 23
Claire Carlile and Darren Shaw are back again with another episode of the Whitespark Local Update Podcast. This time, they cover: 📝 Google’s Minimum Viable Content Refresh (Steve Toth) 📝 Google is Nudging Reviewers to Edit Their Past Reviews (Claudia Tomina) 📝 Reviews + The Real World: Learnings From Famed Restaurant Reviewer, Marilyn Hagerty (Miriam Ellis) 📝 Updated Privacy Guidelines for Suspension & Reinstatement Requests (Vinay Toshniwal) 📝 What Extraction Method Is Google Using to ...
Mar 03, 2026•20 min•Ep. 22
The local search world never slows down, and Claire Carlile and Darren Shaw are back to break down the biggest developments from the past week: 📝 How To Mine Google Search Console For Conversation Data (Regex Included) (Chris Long) 📝 Have AI Get Prices – Google Business Profiles – AI Talking to AI (Ben Fisher) 📝 Updated Google Business Profile Policies (Hiroko Imai) 📝 How to Create AI Personas: 5 Prompts for Smart Marketing Alignment (Andy Crestodina) 📝 Stop Chasing the Local 3-Pack, Start ...
Feb 24, 2026•21 min•Ep. 21
Claire Carlile and Darren Shaw are back to recap the most important local SEO developments from the past two weeks. In this episode, they cover: 📝 Google Reviews Bug on Chrome (Vinay Toshniwal) 📝 New “Insights” section in GBP (Dipa Gandhi) 📝 AI Isn’t Replacing Local Search (Crystal Carter on the NearMemo podcast) 📝 How to improve LSA visibility (Eric Levine on the NearMemo podcast) 📝 What if User Satisfaction is the most important factor in SEO? (Marie Haynes) 📝 Moving from a Google-shaped...
Feb 17, 2026•18 min•Ep. 20
Claire Carlile and Darren Shaw are back with a fresh roundup of the most important local SEO updates from last week. In this episode, they cover: 📝 Ranking in Google's AI Results in 2026 with Mike King (SterlingSky) 📝 The local SEO gatekeeper: How Google defines your entity (Claudia Tomina) 📝 Franchise Website Migration & Improved Local SEO For BTDT (Kick Point) 📝 We've Analysed 236 SEO, Content, Social, and Digital PR case studies (Rise at Seven) 📝 Whitespark’s Ultimate Guide to Local ...
Feb 03, 2026•17 min•Ep. 19
It was a busy week in local SEO, so Claire and Darren are breaking down the updates you actually need to know. In this episode, they talk about: 📝 Query Fan-Out in Practice: Turning One Search into an Omnimedia Content Plan (Francine Monahan) 📝 Tough Reinstatement Season Reminder (Vinay Toshniwal) 📝 Common Crawl is Interesting (Cyrus S.) 📝 G oogle’s announcement on the ‘Universal Commerce Protocol (UCP)’ 📝 What UCP Means for Ecommerce SEO: Preparing for Agentic Commerce (Aleyda Solis) 📝 Me...
Jan 27, 2026•19 min•Ep. 18
Your favorite local SEO podcast is finally back after the holidays and packed with local SEO goodness 🔥 In this episode, Claire and Darren discuss: 📝 Social profiles showing up in Search Console (Steve Toth) 📝 Google is pulling in “Today” justifications into the Local Pack from Instagram posts (Valentina Vasileva) 📝 1-Minute-a-Day Strategy for Getting More Yelp Reviews (Phil Rozek) 📝 Top digital marketing trends and predictions for 2026 (Phil Wilson) 📝 Why many firms should stop competing ...
Jan 20, 2026•17 min•Ep. 17
We’re wrapping up the year with a special episode of the Whitespark Local Update! Darren is joined by the one and only Mike Blumenthal from Near Media. In this episode, they discuss: 📝 Google Removing Q&A Feature In Google Maps For AI-Powered Ask Button (Barry Schwartz) 📝 A Guide to Web Guide: Our Hybrid Search Future (Dr. Peter J. Meyers) 📝 AI-generated VS Human-written SEO Content (Andrew van Rossenberg) 📝 People Prefer AI-written Content (Kevin Indig) 📝 The Global Wave of Deleted Goo...
Dec 23, 2025•32 min•Ep. 16
We are back with another episode of the Whitespark Local Update, where our host Claire Carlile and special guest Elizabeth Rule discuss: 📝 New weekly and monthly views in Search Console (Google) 📝 New AI-powered configuration in Search Console (Google) 📝 Google introduces social channels in Search Console 📝 Stop asking ChatGPT how it works (Britney Muller) 📝 Google review blocks are on the rise (Claudia Tomina) 📝 Google revamped the verification issue options in GBP Support forms (Claudia ...
Dec 17, 2025•19 min•Ep. 15
A lot happened in SEO last week, and we’re breaking down the updates you actually need to know. In this episode, we talk about: 📝 How geotagging photos affects Google Business Profile rank: Study (Search Engine Land, Jake Hundley) 📝 Anonymous Google Reviews Are Here: What Your Business Should Do Now (Whitespark, Allie Margeson) 📝 8-Step Business Name Change Checklist (SterlingSky, Elizabeth Rule) 📝 Google’s prompting guide 101 📝 Actionable AI For Marketers (Britney Muller) 📝 Secret AI Comm...
Dec 09, 2025•16 min•Ep. 14
Another busy week in SEO! Here’s the roundup of the biggest updates, weirdest bugs, and most interesting findings this week: 📝 The proximity paradox: Beating local SEO’s distance bias (Miriam Ellis) 📝 Ben Franklin Effect applied to asking for reviews (Sam Knight) 📝 RIP Service Area Ranking Factor (Claudia Tomina) 📝 Google Local Pack Links To Places Tab With Pagination Bug (Barry Schwartz) 📝 Google Business Profiles adds scheduling and multi-location publishing to Google Posts (Barry Schwart...
Dec 02, 2025•19 min•Ep. 13
Your favourite local SEO podcast is back, and we’ve got two weeks’ worth of SEO and marketing goodness to catch up on. In this episode, we discuss: 📝 Google Business Profile Support Tips Video (Lisa Landsman) https://www.youtube.com/watch?v=vAzpb1ZKwZM 📝 Google announces anonymous Google reviews 📝 Raise the Bar: Optimizing your Google Business Profile 📝 New "Let Google Call" Button (Greg Sterling) 📝 SEO Imposter Syndrome In An AI Era: You’re [Not] On Your Own Kid (Elizabeth Linder) 📝 Mine ...
Nov 25, 2025•20 min•Ep. 12
This week’s episode is shorter and packed with value. Darren highlights some key insights from Whitespark’s 2026 Local Search Ranking Factors report, and Claire tells you about some fantastic SEO and digital marketing content you don’t want to miss. ⭐ Whitespark's Official 2026 Local Search Ranking Factors ⭐ Whitespark's Official 2026 Local Search Ranking Factors Video Here are the rest of the sources mentioned in this episode: 📝 Agentic capabilities in AI Mode (Rose Yao) 📝 The Ultimate Digita...
Nov 11, 2025•12 min•Ep. 11
In this episode of The Whitespark Local Update, Claire Carlile chats with the brilliant Dana DiTomaso about how AI and LLMs are transforming search and what that means for local businesses. They share practical insights on staying visible, adapting to new platforms, and connecting with today’s consumers. Follow Dana DiTomaso ❤️ LinkedIn | YouTube Resources mentioned in this episode: 📝 How to Track and Report on Traffic from AI Tools in GA4 (Dana DiTomaso) https://www.youtube.com/watch?v=UlL5ZV8...
Nov 04, 2025•22 min•Ep. 10
Оur first-ever in-person Local Update, recorded live at BrightonSEO 🎉 We asked four speakers to share one key takeaway from their talks, and here's what happened. Here are the talks our guests shared their takeaways from: 🎤 Local SEO in the Age of AI Search: Don’t Get Left Behind (Michel van Luijtelaar) 🎤 How to Turn Your Locations' Presence into Performance (Sara Vordermeier) 🎤 Mindset for SEO: Future Career Progression (Greg Gifford) 🎤 Trust & Traffic: How Community Fuels Organic Grow...
Oct 28, 2025•11 min•Ep. 9
Another week, another Local Update. But before we dive into today’s show notes, a quick announcement: next week’s episode will be recorded in person at BrightonSEO! Claire and Darren have a busy few weeks ahead. Here are the upcoming events they’ll be speaking at and answering your local search questions: ⭐ Claire Carlile Women in Tech SEO – All Things Local SEO AMA 📅 October 29th | ⏰ 11 AM EST | 💬 WTS Slack Sterling Sky Reddit AMA 🔗 r/localsearch — coming soon! ⭐ Darren Shaw Sterling Sky Red...
Oct 21, 2025•18 min•Ep. 8
On this week’s episode of The Whitespark Local Update, Darren and Claire dive into what’s new, what’s weird, and what actually matters in local SEO. Here’s what we cover: 📝 Why Local SEO is thriving in the AI-first search era (Rob Tindula on SEL) 📝 Ranking in Local SEO: The One Signal Google Trusts Most (Claudia Tomina) 📝 Citation consistency for LLMs (Matthew Forzan, and thanks to David Iwanow for the heads up) 📝 NEW Bing Places for Business 📝 What Google’s num=100 Change Means for SEO Dat...
Oct 14, 2025•19 min•Ep. 7
