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PODCAST

The Whitespark Local Update

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.

business marketing

All Episodes

22:36

Disappearing Reviews, New Business Name Policy, AI...

The Whitespark Local Update ·

2026/04/21

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

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18:31

New! Google Maps Video Editing Tool, Text Message...

The Whitespark Local Update ·

2026/04/14

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

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19:29

Map Pin Discovery, More Local Packs, Clicks Drive AI...

The Whitespark Local Update ·

2026/04/07

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

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17:08

AI in Google Maps, Review Guidelines & Tripadvisor...

The Whitespark Local Update ·

2026/03/24

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

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18:10

New GBP Playbooks, New Branded Query Filter in GSC,...

The Whitespark Local Update ·

2026/03/17

Claire Carlile and Darren Shaw are back with your weekly dose of local SEO goodness. Here’s what they’re talking about today:📝 The 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

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23:25

Contact Page Improvement, Bing vs ChatGPT, Google...

The Whitespark Local Update ·

2026/03/10

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

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20:19

How Google Builds AI Answers, GBP Verification Risks...

The Whitespark Local Update ·

2026/03/03

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

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21:02

AI Talking to AI, GBP Violations, Local Packs Decline...

The Whitespark Local Update ·

2026/02/24

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

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18:16

New GBP Feature, AI Isn't Replacing Local Search, LSA...

The Whitespark Local Update ·

2026/02/17

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

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17:09

GBP Eligibility, Optimizing for AI Citations, &...

The Whitespark Local Update ·

2026/02/03

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

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18:51

Clone Yourself w/ AI, GBP Suspension Spike, & Long...

The Whitespark Local Update ·

2026/01/27

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.)📝 Google’s announcement on the ‘Universal Commerce Protocol (UCP)’📝 What UCP Means for Ecommerce SEO: Preparing for Agentic Commerce (Aleyda Solis)📝 Meta

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17:16

New Local SEO Myth, Google ❤️'s Your Social Feeds, &...

The Whitespark Local Update ·

2026/01/20

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

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31:34

AI vs Human Content, Missing Google Reviews & the...

The Whitespark Local Update ·

2025/12/23

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

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19:09

AI Powered Analysis in GSC & Surviving Local SEO in...

The Whitespark Local Update ·

2025/12/17

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

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15:56

AI Prompts for SMBs, New Geotagging Study, &...

The Whitespark Local Update ·

2025/12/09

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

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18:34

How To Increase Ranking Radius & How Psychology Can...

The Whitespark Local Update ·

2025/12/02

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

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19:32

Anonymous Google Reviews, SEO Imposter Syndrome, &...

The Whitespark Local Update ·

2025/11/25

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

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12:24

2026 Local Search Ranking Factors & Free Marketing...

The Whitespark Local Update ·

2025/11/11

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

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22:29

How AIO Is Really Just SEO (ft. SEO Expert Dana...

The Whitespark Local Update ·

2025/11/04

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 | YouTubeResources mentioned in this episode:📝 How to Track and Report on Traffic from AI Tools in GA4 (Dana

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10:49

We Asked SEO Experts for Their #1 Tip at BrightonSEO...

The Whitespark Local Update ·

2025/10/28

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

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