Local SEO Masterclass: Darren Shaw on Ranking Factors, Reviews, and Google Business Hacks

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Dec 2, 2025

Darren Shaw, founder of Whitespark and local SEO expert, dives into the essential strategies for optimizing Google Business Profiles. He discusses the newly released 2026 Local Search Ranking Factors report, highlighting critical ranking signals and effective review strategies. Darren explains why primary categories are paramount and the impact of review recency. He also tackles common local SEO myths and shares hacks for boosting rankings through driving directions and authentic content. Whether you're a seasoned marketer or a local business, Darren delivers invaluable insights to enhance your online visibility.

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ADVICE

Use A Precise Primary Category

Set your Google Business Profile primary category to the most specific option that matches what you want to rank for.
Consider seasonally switching the primary category for businesses with different seasonal services.

INSIGHT

Proximity Dominates Map Rankings

Proximity to the searcher strongly determines whether you appear on the map in their area.
Expand your effective radius by increasing prominence through reviews, links, and localized content.

ADVICE

Treat Your Website As Google’s Database

Keep your website content comprehensive because Google crawls it when you change your Google Business Profile.
Use service pages and on-site data to feed and validate your profile's information.

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E881: Local SEO in 2026 - this is EVERYTHING you need to know to get top positions in the map pack with a Google Business Profile that CONVERTS.

Darren Shaw - founder of Whitespark and one of the most respected voices in local SEO - joins the show to break down the newly released 2026 Local Search Ranking Factors report. We cover what's actually moving the needle right now for local businesses, including ranking signals, review strategy, and Google Business Profile optimization.

Darren shares proven tactics, high-impact mistakes to avoid, and even some controversial local search "hacks" that still work. We also discuss how AI and LLMs are influencing local search and what businesses must do to stay ahead.

What you'll learn: - The #1 local SEO ranking factor (and why most businesses get it wrong) - Review recency vs review volume - and why recency just became critical - Category strategy: how to choose (and seasonally shift) your Google Business Profile categories - Proximity and map pin placement: why you probably won't rank across the city - Driving directions signal and behavioral engagement in Maps - Biggest local SEO myths still being repeated (even by "experts") - How your website content directly influences Google Business Profile rankings - The role of video, real photos, internal linking, and service area pages - Spam tactics still being used (and why most are risky long-term)

Whether you're an agency owner, local business, or SEO veteran, this episode is packed with insights you can implement immediately.

⭐️ Local Search Ranking Factors: https://whitespark.ca/local-search-ranking-factors/ ⭐️ Whitespark's local SEO software and services: https://whitespark.ca/ ⭐️ The Whitespark Local Update Podcast: https://whitespark.ca/the-whitespark-local-update-podcast/ ⭐️ Darren's YouTube channel: https://www.youtube.com/c/whitesparkca ⭐️ Darren's Instagram: https://www.instagram.com/darrenshawseo/ ⭐️ Darren's LinkedIn: https://www.linkedin.com/in/darrenshawwhitespark/ ⭐️ Darren's Threads: https://www.threads.com/@darrenshawseo ⭐️ Darren's Facebook: https://www.facebook.com/darrenshawseo/ ⭐️ Darren's TikTok: https://www.tiktok.com/@darrenshawseo

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction and Darren Shaw's Background 01:28 The Evolution of Whitespark 03:07 Key Factors in Local SEO Rankings 06:05 Optimizing Google Business Profiles 13:26 Expanding Your Local Search Area 18:59 The Importance of Reviews and Links 32:11 Common Mistakes and Advanced Tips 41:53 Recent Changes in Local SEO 42:59 The Importance of Consistent Reviews 44:16 Avoiding Wasted Efforts in Local SEO 46:19 The Viral Local SEO Hack 49:35 Address Visibility and Service Areas 51:51 Debunking Local SEO Myths 53:56 Common Local SEO Mistakes 56:58 Effective Blogging for Local Businesses 01:03:08 The Future of SEO and AI 01:11:41 Top Local SEO Ranking Factors 01:14:53 Conclusion and Final Thoughts

The Edward Show. Your daily search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#localseo #searchengineoptimization #googlebusinessprofileoptimization #localsearchengineoptimization