Show cover of Adventures in Local Marketing

Adventures in Local Marketing

'Adventures in Local Marketing' is *the* podcast for local marketers, hosted by industry expert and popular speaker, Claire Carlile. Claire chats to a smorgasbord of marketers from various different backgrounds, who each bring their unique insight into facets of the local marketing landscape and take part in regular segments like 'Room 404' and 'Define and Elevate'. In each episode, Claire serves up a quick one-stop overview of her guest's chosen topic area: they'll dispel myths, offer tips and tactics that you’ll be able to dash off and implement right away, and provide insights that will start your brain cogs whirring. No fluff. No unjustified hype. No gimmicks or flash-in-the-pan tactics. Just great conversations with the brightest minds in local marketing. A BrightLocal Podcast.


Julian Hooks On Staying People-first in an SEO-obsessed World
In this episode, Claire speaks to Julian Hooks, principal SEO consultant at Advertising Commissions and Senior Manager of SEO at Asurion, about the importance of customer-centricity in an industry obsessed with chasing the latest SEO trend or ranking factors study.Listen to learn:Julian's five-point guide to a customer-led strategyHow to use customer insights and pain points to understand and serve customers betterHow to maintain customer focus as a business scales, and why communication is at the heart of itWhich brands and businesses are getting customer-centricity right, and why it works for themHow to use data and analytics to identify trends and address issues at a granular levelResourcesJulian on LinkedIn: Commissions LLC: Julian speak at BrightonSEO San Diego: started with Search: a developer's guide, from Google: Fishkin on LinkedIn: Fishkin's company, Sparktoro: DeLeon on LinkedIn: DeLeon's company, North Star Inbound: SEO, by Eli Schwartz:
47:23 18/04/2024
David Mihm on the State of Multi-location GBP Management
In this episode, Claire speaks to Near Media's David Mihm on the obstacles and opportunities that lie in wait when dealing with Google Business Profiles for multi-location businesses.Listen to learn:Why bulk verification can be such a struggle for enterprise businessesThe best approach to managing local SEO between HQ and branch levelsA two-level training framework for local SEO and enterprise businessesThe value of third-party vendors in highlighting the importance of local SEOWhat's next for schema and GBP PostsWhen we should be expecting Google to launch SGE, and what it might look likeResources:BrightLocal's Brand Beacon Report: Media: Media's Research and Analysis: Near Memo Podcast: Google's DMA Compliance DOA for Local Searches in Europe?:’t Put All Your Eggs In Google’s Basket – Beyond the Google Monopoly: Near Media on LinkedIn: Near Media on X: David on LinkedIn:
47:25 28/03/2024
Steve Wiideman on Navigating Big Brand Local SEO
In response to the findings of BrightLocal's Brand Beacon Report 2024, this episode sees us speak to enterprise expert Steve Wiideman about all things multi-location SEO.In this wide-ranging and tactical nugget-filled conversation, Steve covers the challenges and opportunities available to multi-location SEOs today, and shares his proven processes for working with brands.Listen  to learn:Steve's expert take on the findings of the Brand Beacon Report 2024Why social media isn't the quick fix for multi-location brands that some think it isHow agencies can develop a one-pager that sets out everything the HQ of a brand needs to know about local SEOWhy some brands struggle to get on board with local SEOPreventing roadblocks and getting buy-in when working with enterprise brandsThe multitude of ways brands can use AI, and what to avoid when generating content with AIThe data-backed secrets of success for a brand location pageAdvice for SEOs uncertain about the future of search in a world with AIAs you can see from the list above, it's a long one, but absolutely worth getting stuck into if you're working with big brands or looking to do so.Resources:BrightLocal's Brand Beacon Report 2024: Consulting Group: Data-Driven Strategy for Optimizing Location Pages to Rank in Google: Search Engine Marketing Tutorials and Checklists: on X: on LinkedIn: on TikTok: on Instagram:
49:45 21/02/2024
Stefan Somborac on The Life and Times of a Google Product Expert
In this episode, we speak to Google Business Profile *Platinum* Expert, Marketing Metrology's Stefan Somborac, about what it's like to volunteer to help, and most importantly learn from, local businesses posting in the Google Business Profile Help Community (what a mouthful!)Listen to learn:Why the new EU reinstatement process forms part of a "perfect storm" for GBP managers worldwideWhat access Product Experts get to Google projects and staff, and how this can help with their workHow being a Product Expert and helping out business owners is like "a rewarding puzzle"The best way to get your issue solved efficiently in the GBP Help Community (and things to avoid!)And much more!Resources:Google Business Profile Help Community: to the help community: Business Profile Guidelines: Search Clinic with Stefan Somborac: Masterclass: GBP Suspension and Reinstatement: on Twitter/X:
41:01 21/11/2023
Crystal Carter on Powerful Applications of Schema Markup
Schema might not be a ranking factor, but that doesn't mean you can leave it in the 'to do' pile. In this episode, structured markup master Crystal Carter lifts the lid on all things schema:Why it's not as scary as you think it isWhy it's business-critical for some industriesWhat to do (and not do) if you receive a schema warningHow to use a CMS to get schema sorted quickly and easilyHow to validate your schema and which tools to useTake a listen to hear two seasoned podcasters (and good friends) diving into a key, but sometimes forgotten, area of local business marketing, and witness the most passionate episode of 'Room 404' yet!RESOURCESWhat is structured data validation?: Strategic Value of Structured Data Implementation on SME Websites: SEO Webinars: SEO Schema: Types and Templates for Easy Structured Data Markup: Structured Data Markup to Your Site's Pages:'s website: Crystal on Twitter/X: Crystal on LinkedIn:
45:36 17/10/2023
Mike Blumenthal on What Google's Past Can Teach Us About Its Future
In this episode, Near Media's Mike Blumenthal highlights the Google trends we should all be paying close attention to, discusses the evolution and importance of images in Google Business Profile, and introduces upcoming Near Media consumer research that could change how we look at searcher behavior.Listen to learn:What the future of Google Business Profile might look likeWhere to go to improve your Google and Google Business Profile knowledgeThe part ads and monetization play in the future of Google Business ProfilePLUS a surprising fact about what consumers do and don't care about in reviewsRESOURCESFollow Mike on Twitter:'s profile on the Google Business Profile Community Help Forum: has an open email policy: mike@blumenthals.comMike's older local search blog, which he keeps alive as an archive: Near Memo - Near Media's Podcast: Sky blog: blog: blog: Media: to Upload and Manage Google Business Profile Photos: a removed Google Business Profile photo or video with this form:
38:53 05/09/2023
Noah Learner on Telling Client Stories with Data
In this episode, Sterling Sky's Director of Innovation, Noah Learner, teaches us how to extract meaning when looking at cold, hard data, puts overpromising podcasts (who, us?!) in Room 404, and lays out his 5-point framework for local SEO testing and reporting success.Listen to learn:Where Google truly pulls its GBP performance data fromThe truth about impressions in Google Search ConsoleWhy good reporting needs a combo of soft skills and data analysisHow to react when datasets changeHow to get the most out of Looker Studio and much more!RESOURCESFollow Noah Learner on Twitter: Noah Learner on Bluesky: thekrakenNoah Noah Learner on Clubhouse: thekrakenClaire Carlile's BrightLocal Academy course on keyword research: Tools Explorer Data as the Backbone to Driving ROI: Noah Learner (Two Octobers): 
45:48 08/08/2023
Krystal Taing on Making Multi-location SEO Feel Local
In this episode, Uberall's Krystal Taing shares her obsession with multi-location SEO, slings her pet peeves into Room 404, and delivers a rousing 5-point plan for scaling enterprise local SEO success.Listen to learn:How to overcome the challenge of building a local voice for each location while keeping the necessary things centralized at corporate.Why bulk uploading is key to scalability, even at as few as two locations.How to avoid cookie-cutter, one-size-fits-all local SEO by testing across locationsAnd much more!ResourcesFollow Krystal on Twitter: @krystal_taingAndrew Shotland and the Local SEO Guide team:'s GBP Help Community Profile:
30:06 19/07/2023
Andi Jarvis Wants to Poke Bad Strategists in the Eye
In this episode, we drill deep into the brain of Andi Jarvis, a self-confessed strategy nerd.  Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in Belfast and Liverpool in the UK.  Eximo Marketing primarily works with established manufacturers who want to grow their business via direct-to-consumer. Listen to learn:The difference between strategy and tacticsThe biggest mistakes often found in a marketing strategyHow to build a marketing strategy that aligns with your local business strategy Follow Andi on Twitter: Andi on LinkedIn: Marketing: Strategy Sessions Podcast: Resources: Good Strategy Bad Strategy: The Difference and Why it Matters: Ritson: on the Claire Carlile on the
39:22 13/06/2023
Adventures in Local Marketing New Season Trailer
Welcome to Adventures in Local Marketing, the podcast for local marketers. In this trailer, we introduce our brand-new host, Claire Carlile. Claire explains what you can expect in the upcoming episodes, and why you should choose to take your next adventure with us.
01:15 19/05/2023
Dani Owens on How to Build Local Links
Local SEOs have a love-hate relationship with link building. We love links, but building them is time-consuming, manual, repetitive and ultimately has a relatively low success rate compared to other SEO tactics.Fortunately, Dani Owens is here to help. Dani has a wealth of experience building local links for a wide variety of clients and niches. In this episode, she reveals:The differences between link building for local SEO versus traditional SEOHer simple three step process to ensure campaign successThe biggest local link building no-nosLow-effort link building tactics that any business can implementCreative link building tactics that your competitors won’t be able to replicateAbout Dani Owens:Dani is a local SEO consultant and founder of Pigzilla, a private local SEO training community. Before starting Pigzilla, Dani worked at a digital agency for five years where she gained a lot of enterprise SEO experience for brands such as STIHL, Club Car, and Ariens & Gravely. Dani is currently building a local building service,, which is launching soon.Resources:Join the waitlist for Dani’s local link building service at LocalPR.comEnrol on Dani’s free BrightLocal Academy course: How to Create Relevant and Engaging Local SEO ReportsWatch our Local Search Clinic with Gyi Tsakalakis for more great local linking building tips
25:00 31/05/2022
Blake Denman on How to Grow Your Agency (While Avoiding Screwups)
Growing an agency is hard. There are so many things to get right and so many things that can go wrong. Growth isn’t as simple as getting new clients on the books–and that’s not exactly simple anyway. You also need to focus on client retention, hiring and training staff, managing team workloads, creating efficient processes, and building and nurturing a winning culture–all while keeping a watchful eye on profitability.On this episode, we chatted to Blake Denman about his first-hand experience of growing his agency, RicketyRoo. He’ll guide us through his successes and missteps as he’s scaled RicketyRoo to a team of ten.You’ll learn:Why choosing a niche is key to growthWhy agency owners need to ruthlessly prioritize their timeHow Blake uses partners and relationships to drive leadsWhy digital marketing conferences were terrible for lead generationWhen to hire and how to get it rightResources:This isn’t the first time we’ve tapped into Blake’s expertise on agency growth. A couple of years ago we hosted a webinar with Blake and Nifty Marketing’s Mike Ramsey about how they scaled up their agencies.If your plans to scale up your agency involve landing bigger clients, then make sure you listen to our episode with Jordan Choo.If you want more great agency content, check out our Advance Your Agency guides which cover a range of topics such as client education and pricing services.About Blake:Blake Denman is President and Founder of Rickety Roo, a local SEO agency which he founded in 2009. Blake has more than 14 years of local SEO and paid search marketing experience. 
38:15 12/04/2022
Phill Agnew on the 7 Consumer Psychology Principles Every Marketer Should Know
We like to think of ourselves as rational people–our decisions are based on logic and facts. But the truth is that we’re all guided by biases that influence the way we think and act.Being aware of these biases can be extremely powerful in the hands of a marketer. After all, the very practice of marketing is to influence people’s behaviours–whether that’s encouraging someone to buy a product or simply to open an email.In this episode, Phill Agnew, host of marketing science podcast, Nudge, explains the seven consumer psychology principles that will make your marketing more effective.You’ll learn:How a simple tactic made people 82% more likely to complete a loyalty cardHow Steve Jobs used anchoring to send the crowd into a frenzy at the iPad launch eventHow KFC sold more fries by limiting the number that customers could buyHow negative social proof caused more people to fossilized ancient wood at a national parkHow a 73-year-old marketing campaign changed the way we buy engagement rings, forever!This episode is packed with plenty of practical examples that prove the power of consumer psychology. In fact, we’d be very surprised if you don’t come away with at least one new tactic that you’ll want to implement right away.Resources:Listen and subscribe to NudgeEnroll in the Science of Marketing courseGrab a copy of Robert Cialdini’s Influence
56:23 07/12/2021
Amanda Jordan on How to Overcome Multi-location SEO Challenges
Adventures in Local Marketing is back for a second season! Throughout season two, we're going to be branching out to cover a broad range of topics to truly help our listeners become a better local marketer.Amanda Jordan is our first guest of the season, and we have been lucky enough to hear her valuable insights on the local SEO issues of multi-location businesses. This is a topic we haven't had the opportunity to explore in-depth before, so it was great to sit down with Amanda and listen to her advice.Having worked in the industry for over ten years, Amanda has a great deal of first-hand SEO experience with multi-location businesses. As you'll learn, these businesses face unique challenges with local SEO, but a powerful strategy can combat these problems.Listen to learn: How to avoid duplicate content issues with unique local landing pagesWhy citations still play an important roleThe importance of competitor researchThe challenges of managing Google Business Profile at scaleHow to educate stakeholders and get buy-inResources: Check out Amanda’s brand new course in BrightLocal Academy—How to Perform Local SEO Audits for Multi-location Businesses
49:51 08/11/2021
Levi Williams-Clucas on Building Trust Signals Within Google My Business
Is your Google My Business listing sending out strong trust signals?That’s the question Levi Williams-Clucas, SEO Specialist at StrategiQ, aims to answer in this episode of Adventures in Local Marketing.Levi views trust signals as a double-header. There are the trust signals your GMB listing gives out to potential customers – would someone buy from your business?And, there are the trust signals it sends out to Google – does your business seem legitimate and worthy of ranking?Listen to learn:Which Google My Business features send out trust signalsWhat negatively impacts trust within GMBHow to optimize your website to strengthen trust signalsThe top 5 tactics that help you build and maintain trust signalsResources: Read Levi’s in-depth explainer on How to Get the Most Out of Google My Business Q&ACheck out the amazing Women in Tech SEO community
49:33 16/07/2021
Colan Nielsen on Building Your Unique Local SEO Playbook
On this episode, we chatted with Colan Nielsen about how to build an effective, and importantly, unique local SEO playbook.Colan is VP of Local Search at Sterling Sky, and we tapped into his 11+ years of experience to find out the best ways to develop your own playbook.As you’ll learn, a playbook goes way beyond a simple checklist of actions to take. Your playbook should not only define how you go about local SEO, but also what steps you take to communicate with clients and uncover new tactics.Listen to learn:The big benefits of having a playbookThe pitfalls to avoid when using a playbookHow to use your playbook through the first year of working with a clientHow to continue to expand and sharpen your playbookResources:Sterling Sky regularly publishes results of their tests on their blog, so be sure to give it a bookmark to keep up to date on local SEO tactics that do and don’t work.Check out Colan’s book recommendation: Think and Grow Rich by Napoleon Hill   
70:01 28/05/2021
Jordan Choo on How to Land Bigger Clients
Many agencies aspire to move upmarket and work with bigger clients – and for good reason. Bigger clients lead to larger retainers, better budgets, and impressive client logos to show off to prospects.But what exactly does  moving upmarket look like? And is working with big clients all it’s cracked up to be?That’s what I wanted to find out from Jordan Choo, Managing Partner of Kogneta – a digital marketing agency for franchises and multi-location businesses.In this episode, Jordan shares his experiences of moving his agency upmarket and the possibilities and perils that this presents.Listen to learn:The big differences between working with large and small clients The problems multi-location businesses are looking to solveWhat challenges agencies may face going upmarket and how to overcome themHow to successfully pitch bigger clientsWhether moving upmarket is right for every agencyResources:Want to learn more about effective marketing strategies for franchises? Then be sure to listen and subscribe to Jordan’s podcast: The Franchise Marketing Podcast.
47:33 30/04/2021
Niki Mosier on Google-proofing your Page Experience
We’re only a few weeks away from the rollout of Google’s Page Experience update and, while we don’t yet know what impact it will have on rankings, it’s undoubtedly something that needs to be on the radar of every SEO.As this is arguably the biggest change to Google’s algorithm we’ve seen in recent years, we enlisted technical SEO virtuoso, Niki Mosier, to get her expert opinion on everything worth knowing about the update.Listen to learn:What Core Web Vitals are and the role they play in this updateThe benchmarks you need to hit to stay on the right side of the updateWhich tools can help you detect issues on your siteGoogle’s motivation behind the update and what might come nextResourcesWant to check if your site is protected against the Page Experience Update?These tools and resources (as recommended by Niki) will help you identify and resolve any Core Web Vitals issues:How to audit Core Web Vitals with Screaming FrogSitebulbGoogle’s PageSpeed InsightsLighthouse for Google Chromethruuu, an Awesome SERP AnalyzerGoogle Page Experience Audit Checklist and Template by Seosly
44:24 30/03/2021
Claire Carlile on Setting Your Agency up for Success From Day One
What’s one topic that comes up time and time again in local SEO?How to launch and maintain a successful agency.It’s something we get asked about a lot, and so we enlisted the help of Claire Carlile. Claire’s got 12 years of managing her own boutique agency under her belt, so you’ll be sure to take away some game-changing tips.Listen to learn how to:Avoid common mistakes when starting outDetermine if you need a nicheNail your positioningStart getting leads when nobody’s heard of youIf you’re at the start of your journey or further down the path, you’re going to learn a lot from Claire in this episode.Links:Enroll on Claire's course: How to Land Your First Local SEO ClientSee the complete picture of local rankings with Local Search Grid
41:16 16/03/2021
Lily Ray on Navigating SEO in 2021
‘Adventures in Local Marketing’ is back with a bang for 2021! In our first episode of the year, we're joined by yet another expert guest to take stock of SEO in 2020, and to look ahead to 2021. Our guest on this episode is seasoned SEO pro and keynote speaker, Lily Ray. Lily draws from first-hand experience of working with a wide range of clients and her in-depth analysis on 2020’s biggest winners and losers in search, to help us understand where SEO goes from here.Listen to learn:How Covid-19 impacted SEO in 2020 How to incorporate E-A-T into your strategyHow you should be preparing for Google's Page Experience UpdateWhy you need to be cut-throat with content in 2021Resources:Take a deep dive into Lily’s analysis of 1,000+ Winners and Losers of the December 2020 Google Core Algorithm UpdateWatch Lily discuss Google E-A-T Implementation & Authority Signals on Search Engine Journal Live
49:00 28/01/2021
Carrie Hill on Creating Kick-ass Local Content
There’s no doubt content is key to both ranking high in local search and generating more leads, but there’s a lot of mixed messages about the best ways to approach this. And often what ranks and what converts can be very different beasts.Luckily, we’ve enlisted Sterling Sky’s content creating champion Carrie Hill to get answers to questions such as should local businesses be blogging regularly? What kind of content converts? And what do you do if great content isn’t ranking?On this episode, Carrie reveals her secrets to make the words (and leads!) flow.Listen to learn:How to do effective content researchHow to ensure content doesn’t just rank, but also convertsThe mistakes to avoid when creating contentThe methods Carrie uses to make writing much easier
61:59 24/11/2020
Cindy Krum on Building a Mobile-first, Future-proof SEO Strategy
In this episode, we talked to mobile SEO expert Cindy Krum about Google’s latest developments and how this is impacting SEO. Learn why you can’t afford to sleep on mobile-first indexing, the best opportunities to claim more search visibility, and how to future-proof your SEO strategy.Cindy is one of the leading experts in mobile SEO, but her knowledge doesn’t end there. In this episode, we covered:Why marketers can’t afford to sleep on mobile-first indexingHow Passage-based ranking will impact how we create contentThe best opportunities to claim more real estate in SERPs (spoiler: it’s not blue links)How to start future-proofing your SEO strategy todayResources:We covered A LOT of topics on this episode, so here’s some more content to feast on.Want to go deep on Entity Understanding and Mobile-First Crawling? Then Cindy has a five part series that covers pretty much everything. Start with part one.Watch Cindy’s webinar on Mobile-First Indexing and The Story Your Data Isn’t Telling You.Get the full lowdown on Passage-based ranking.Learn how mobile-first indexing impacted local businesses when it first rolled out. 
62:35 29/10/2020
Ben Fisher on Finding Competitive Advantages in Google My Business
On this month’s episode of ‘Adventures in Local Marketing’, we spoke with Ben Fisher of Steady Demand. Ben is one of only two officially-recognized Platinum Product Experts of Google My Business, so this was an amazing opportunity to find out:What the basics you have to get right in Google My Business areThe ongoing activities every marketer should be performingBen’s tips to give you a competitive advantageBen also shared his backstory in SEO, which dates back to 1994 – four years before Google was even founded! With no playbooks to follow at the time, Ben explains how experimentation was key to success back then and how it still rings true today.Finally, we dived into Darren Shaw’s recently revealed Local Search Ranking Factors Survey (of which Ben was a participant), to find out Ben’s reaction to the findings and his biggest takeaways. Resources:Local Search Ranking Factors 2020: What Affects Local Rankings?
57:29 28/09/2020
Dana DiTomaso on Learning to Love Reporting
Do you consider reporting a chore? Do you frantically scramble to pull all your data together at the end of the month?And does your reporting ultimately lead to more questions than answers?If you answered 'yes' to any of the above, then this is the episode of 'Adventures in Local Marketing' for you.Dana DiTomaso believes reporting doesn’t have to be so soul destroying! On this episode, we talked to Dana to learn:Why marketers have a bad relationship with reportingWhat you can do to change that relationshipThe common mistakes marketers make when reportingWhy reporting less is always moreResources: Here’s the Goal Charter post Dana mentions in the episode
48:09 19/08/2020
Jason Brown on Becoming the Spammer’s Public Enemy #1
We’re back with our second episode of ‘Adventures in Local Marketing’ and this time we’re talking spam, spam, and more SPAM, with Jason Brown. Jason is the leading expert on all the shady things that go down in local SEO, so we wanted to find out:What kinds of tricks spammers are pullingHow Jason goes about getting spam eradicatedWhy spam has real-world dangers way beyond manipulating rankingsWhy Jason decided to specialize in spam fightingSo grab your headphones and saddle up as we take a tour of the darker side of local marketing with the ‘Sheriff of Google’.
43:48 21/07/2020
Greg Gifford on His Journey Through Local Marketing
Welcome to the very first episode of 'Adventures in Local Marketing'In our debut episode, we sat down with local SEO expert, Greg Gifford, to chat about, well... everything. Listen along to learn:What local SEO was like when he first started out and how it’s changed over timeHow he became one of the most popular speakers in digital marketingHow to further your career over the next 1-2 yearsHis advice to anyone just starting out in local marketingAbout Greg GiffordGreg Gifford is the Vice President of Search Marketing at SearchLab, a boutique marketing agency specializing in Local SEO and PPC. He’s one of the most in-demand speakers at digital marketing and automotive conferences all over the world, with dynamic movie-themed presentations packed full of actionable tactics and information. He's got over 17 years of online marketing and web design experience, and his expertise in Local SEO has helped hundreds of businesses gain more visibility in local searches.Greg graduated from Southern Methodist University with a BA in Cinema and Communications, and has an obscure movie quote for just about any situation.Follow Greg Gifford on TwitterHere are the resources Greg recommended in today's episode:17 Local SEO Experts You Need to Follow on TwitterTraction: How Any Startup Can Achieve Explosive Customer GrowthLocal Search ForumLocal UPubcon
40:12 22/06/2020
Introducing Adventures in Local Marketing
Welcome to 'Adventures in Local Marketing' – the only podcast that tells the stories from the frontlines of local marketing. In this trailer, host Kristian Bannister, explains why we've launched 'Adventures in Local Marketing' and what to expect from each episode.
01:32 17/06/2020