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The Whitespark Local Update: Daily Summaries Delivered
by Darren Shaw & Claire Carlile
The Whitespark Local Update is the go-to podcast for Local SEOs and Marketers who want to stay ahead of the curve in local search and the local visibility space. Join industry experts Claire Carlile and Darren Shaw for a lively, insightful roundup of their carefully curated selection of top “must-read” and “must-watch” links, including news, trends, and can't-miss resources.
Latest Episodes
The most recent episodes — sign up to get AI-powered summaries of each one.
- 1 weeks ago16 min
AI Search Data in GSC, Schema for LLMs & GBP Video Verification | E34 The Whitespark Local Update
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 Edition of The Signal: The AI stuff marketers can't ignore (Wil Reynolds and Alisa Scharf)📝 Schema, LLMs and the Low Bar for “Evidence” in GEO (Mark Williams-Cook)
- 2 weeks ago22 min
Social Media is 90% Fake, AI Local SEO Playbook, More AI In Maps | E33 The Whitespark Local Update
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)📝 Google Offer Posts are getting more prominence (Michael B. Snow)
- 3 weeks ago18 min
New Google AI Search Box, Local Sponsorships & Review ROI | E32 The Whitespark Local Update
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 are Back (Muhammad Hussain)📝 Improving AI Visibility for Local Businesses Through Sponsorships (Ellen Sartin)📝 Google’s Guidance on AI Search is Naive and Self-Serving (Mike King)
- 4 weeks ago23 min
Reddit & Socials in GBP, Google Personal Intelligence & AI Search | E31 The Whitespark Local Update
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 Business Profiles (Darren Shaw)📝 Google Suspended This Profile: Their Calls Stopped Overnight (Sterling Sk)📝 It Works Until It Doesn't: AI Content Strategies That Backfire (Lily Ray)
- May 12, 202621 min
Google Ask Maps Deep Dive, AI Mode for Local SEO & New GBP Features | E30 The Whitespark Local Update
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 Discussion (NearMedia)📝 Google Offer & Event Post highlights appear in search results for the Leisure Industry (Michael B. Snow)📝 Whitespark’s Guide to Google’s AI Mode for Local Businesses (Miriam Ellis)
- Apr 28, 202621 min
How To Optimize Google's Local AI, LSAs For Restaurants, Schema! | E29 The Whitespark Local Update
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 Million Fake Profiles (Search Engine Roundtable, Barry Schwartz)📝 The ghost citation problem (Kevin Indig via his newsletter Growth Memo)📝Commodity and Non-Commodity Content (Mark Williams-Cook)📝 Most SEOs Are Preparing for Yesterday's Internet (Ross Simmonds)
- Apr 21, 202622 min
Disappearing Reviews, New Business Name Policy, AI Visibility How-to | E28 The Whitespark Local Update
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)🔥 Reputation Arm
- Apr 14, 202618 min
New! Google Maps Video Editing Tool, Text Message Button & AI Search | E27 The Whitespark Local Update
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)📝 Ask Maps inside the Google Maps app just got a lot more personal (Claudia Tomina)📝 How To Contact Support When Your GBP Edit Is Rejected (Stefan Somborac on the Local Search Forum)📝 Video editing features in Google Maps (Valentina Vasileva)📝 You can add captions to photos directly while uploading them in the GBP dashboard (Valentina Vasileva)📝 Can AI responses be influenced? The SEO industry is trying (Mia Sato)📝 The people who ruined the internet (Amanda Chicago Lewis)
About The Whitespark Local Update
The Whitespark Local Update is the go-to podcast for Local SEOs and Marketers who want to stay ahead of the curve in local search and the local visibility space. Join industry experts Claire Carlile and Darren Shaw for a lively, insightful roundup of their carefully curated selection of top “must-read” and “must-watch” links, including news, trends, and can't-miss resources.
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