In Part 2 of our conversation about Local SEO, Darren Shaw of Whitespark returns to The Simple and Smart SEO Show to break down advanced Google Business Profile (GBP) strategies that actually move the needle. 

From the controversial truth about citation consistency to actionable tactics for leveraging Google reviews and optimizing your GBP for maximum visibility, Darren shares insider tips you won’t find in a typical SEO blog post. 

Whether you're a service provider, e-commerce seller, or local business, this episode is packed with high-impact, no-fluff advice to help you dominate local search results—ethically and effectively.

🗝️ Key Takeaways:

• Citation Consistency Debunked: It's not as critical as you think, but your core info should generally align across platforms.
• High-Impact GBP Optimization: Business name and primary category are the top levers for ranking—Darren explains why (and how to use them without risking suspension).
• The Real Deal on Reviews: Recency and consistency matter more than ever; learn how to keep that review flywheel spinning.
• Photo and Post Strategies: How regular uploads and Google Posts increase engagement signals and boost rankings.
• Virtual Locations & Google Profiles: The gray areas of using virtual offices and how to avoid Google suspensions.
• The One-Hour Local SEO Plan: Darren’s foolproof weekly plan to improve your rankings in just one focused hour.

📌 Memorable Quotes:

• "Your business name on Google is the most ridiculous yet powerful ranking factor. It’s absurd, but it works." — Darren Shaw
• "Don’t just fill out your Google Business Profile—optimize it strategically. That’s where the magic happens." — Darren Shaw

✅ Listener Action Items:

• Audit your Google Business Profile for high-impact changes: Business Name, Categories, and Service Pages.
• Start a consistent Google review acquisition plan—focus on recency!
• Schedule one Google Post per week—this is your sales pitch to new prospects.
• Engage with your local community through sponsorships and build real, high-quality backlinks.

Send me a text!

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Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
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Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this value-packed episode of the Simple and Smart SEO Show, host 💁‍♀️ Crystal Waddell sits down with local SEO legend Darren Shaw of 🏢 Whitespark. 

Discover why your website is the #1 data source for your Google Business Profile, how to optimize for the local 3-pack 📍, and what SEO myths to stop believing 🚫. 

Whether you’re a home-based biz, a service provider, or an online shop, these actionable insights will help your brand show up and stand out in local search! 🔍

💡 Key Takeaways:

• 🌐 Your Website = Your GMB Database: Google pulls profile data straight from your site!
• 🧾 Citations Still Matter… but not as much as they used to 📉.
• ⭐ Reviews + Proximity = Ranking Gold in local search 📍🔝.
• 🛠️ Service Pages Are a Must: One page per service = better SEO results 💪.
• 🕒 Business Hours Impact Visibility — especially between 4–7 PM! 🕓📉🕖
• 🔑 Keyword Research Made Simple: Just ask a few people what they’d search 🤔📲.
• ⚖️ Citation Consistency ≠ Life or Death: Google’s smarter than that now 🤖😉.

💬 Memorable Quotes:

🗣️ "Your website is the database for your Google Business Profile."
 🚖 "You don’t need fancy tools—just ask five taxi drivers what they’d search."
 🟢 "Google likes to rank businesses that are currently open."

- Darren Shaw

✅ Listener Action Items:

1. 🔍 Audit Your Google Business Profile – Fill in every field, especially your services!
2. 🧩 Create Separate Service Pages – Give each service its own optimized landing page.
3. 🕰️ Adjust Business Hours – Consider extending hours to stay visible longer.
4. 📇 Check Your Citations – But skip the pricey ongoing directory services 💸.
5. 🤝 Ask Around – Real-world keyword research starts with real people!

Connect With Darren:

Whitespark.ca

Linkedin

Connect With Crystal:

SimpleandSmartSEO.com

Linkedin

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this week's episode of the Simple and Smart SEO Show, Crystal Waddell sits down with Shreya LaCock from SEO for Hire to pull back the curtain on SEO careers, personal branding, and the future of hiring in a world powered by AI! 🚀

Together, they explore the different roles inside an SEO agency 🏢, the green flags to look for when hiring SEO help ✅, and why personal branding is no longer optional if you want to thrive. 

They also dig into how AI is reshaping SEO jobs — and why adaptability is your ultimate superpower. 💪🏼

Grab your coffee ☕ or tea 🍵 and let's dive in!

Key Takeaways:

• Master your personal brand 🧠: It's the new resume! Be visible, searchable, and active online.
• Understand agency structures 🏢: Know who you're actually working with when you hire an agency.
• Communication is king 👑: Great SEOs don’t just optimize websites—they know how to talk and connect.
• AI won't steal your job (yet!) 🤖: But adapting and learning AI tools will set you apart.
• Side projects = secret weapons 🔥: Showing passion through personal projects makes candidates shine.

Episode Highlights:

💬 "There is nothing more important than mastering your personal brand." — Shreya LaCock

💬 "The way we were doing SEO six months ago is completely different than today—and it’ll change again in two months." — Shreya LaCock

💬 "If you want to build a strong company, it really starts with strong leadership." — Crystal Waddell

Listener Action Items:

🔎 Audit your personal brand online

🤖 experiment with an AI tool for SEO, and 

🗣️ strengthen your communication skills to build trust and authority.

Connect With Crystal:

✅ Follow Crystal on LinkedIn: Follow Crystal

✅ If you're an entrepreneur or side hustler, join Crystal’s SEO Squad for weekly support! 🎯 Learn More Here

Connect With Shreya:

LinkedIn: Follow Shreya ✨
Check out SEO for Hire for SEO hiring solutions
Explore the Hiring OS Resource Vault 📚

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

Shreya LaCock, marketing specialist at SEO For Hire, shares the inside world of SEO recruitment and agency hiring. 

From spotting green flags in potential SEO agencies to navigating gender gaps in job applications, Shreya brings both personal experience and professional wisdom. Y

ou’ll also hear what makes an onboarding process successful, the overlooked “honeymoon phase” of hiring, and how to make sure you’re building the right team for long-term growth.

Whether you’re an SEO agency, a business owner looking to hire, or a curious marketer wondering what it takes to break into the SEO world—this episode is packed with gems you don’t want to miss. 💎

🧠 Key Takeaways:

• Green Flags in SEO Agencies: Look for long employee tenure, clear career progression, and a culture of mentorship—not just ping pong tables and Friday yacht parties.
• Effective Onboarding Matters: SOPs and transparent communication prevent role confusion and reduce the chances of early turnover.
• The Hiring “Honeymoon Phase”: Expect the first 2–3 months to reveal how new hires handle stress—and stick with them through the dip.
• The Gender Gap in Applications: Women tend to apply only when they meet 100% of the job description, while men often apply when they meet far less.
• Hiring an SEO Agency? Ask for a 3-month plan, check their personal branding online, and look for consistent communication and employee stability.

📌 Episode Highlights:

“Don’t grow a team for the sake of growing a team. Grow it to scale your business.” – Shreya LaCock

“Even recruiters know what it’s like to lose a job. We’re people too.” – Shreya LaCock

🎯 Listener Action Items:

• 🔍 Review your own hiring process: Do you have clear SOPs and onboarding plans for new team members?
• 📋 Vet your future SEO agency: Check Glassdoor reviews, ask for case studies, and look at employee tenure.
• 💼 Applying for a job? Go for it—even if you don’t meet 100% of the qualifications. You bring more to the table than you think.
• 🧰 Download SEO For Hire’s “Hiring OS” or create your own version of job ad templates, onboarding docs, and salary guides.

Connect With Shreya LaCock:

Linkedin

SEO For Hire

Get the "Hiring OS" Resource

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this can't-miss episode of the Simple and Smart SEO Show, Crystal Waddell reconnects with digital strategist and SEO pro Favour Obasi-ike. 

Whether you're podcasting on Wix, exploring RSS feeds, or wondering how to rank better using voice search, this episode is full of insights you can apply today to stay ahead tomorrow.

🔑 Key Takeaways:

• Own Your Platform: Hosting your podcast on a separate domain boosts domain authority and builds a long-term digital asset.
• Podcast SEO: Turn each episode into its own optimized URL with keyword-rich titles for better indexing and searchability.
• RSS Feeds & Site Maps: These are the backbone of your content strategy—essential for pushing updates and syncing across platforms like Pinterest.
• AI Tools: Tools like Harpa AI can streamline SEO research, transcription, and content creation across platforms.
• Voice Search Readiness: As voice search rises, your brand needs to show up in verbal queries, not just typed ones.
• From SEO to Thought Leadership: The future of SEO is about positioning yourself as a thought leader—focus on delivering value, not just ranking.

✨ Memorable Quotes:

• “Stay ready so you don’t have to get ready.” — Favour Obasi-ike
• “Your website is like a book. Each page is a chapter that Google can rank.” — Favour Obasi-ike
• “You don’t want to be a seller. You want to tell stories people can remember.” — Favour Obasi-ike

📌 Listener Action Items:

• 🛠️ Audit Your Podcast URLs: Are they keyword-friendly? Custom? Indexable?
• 📥 Connect Your RSS Feed: Sync your blog and podcast content to Pinterest and Google Search Console.
• 🌐 Secure Your Domain: Make sure your podcast has a dedicated domain or subdomain to boost long-term visibility.
• 🔍 Explore Harpa.AI: Try this Chrome extension to level up your content creation and SEO game.
• 🎙️ Rethink Content: Are you presenting yourself as a thought leader? Use SEO to show, not just tell.

Connect With Favour:

Linkedin

We Don't Play Podcast

Website

Courses
Connect

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

This episode is a full-circle moment! 

Crystal reconnects with the person who first planted the seed that SEO could actually drive traffic—without the middleman of social media. 

Meet Favour Obasi-ike: a podcasting pioneer, SEO strategist, and founder of We Don’t Play Podcast. 

Together, Crystal and Favour take a nostalgic ride through their Clubhouse days, unpack the magic of Pinterest SEO, explore the future of RSS feeds, and share why your website needs a sitemap. 

Like, yesterday!

Whether you're a seasoned business owner or just now dipping your toe into SEO, this episode is packed with heart, tech, and next-level brand-building tips.

🔑 Key Takeaways:
✋🏽 SEO isn’t just for tech bros—it’s for creatives, connectors, and community builders.
✋🏽 Pinterest + SEO = a secret traffic goldmine (especially when you tap into RSS feeds).
✋🏽 Your sitemap is basically your website’s brain—don’t leave it blank!
✋🏽 Clubhouse may have changed, but the relationships (and strategy seeds) planted there still matter.
✋🏽 Repurposing content—like using podcast convos for blogs—is a powerful SEO move.

📌 Episode Highlights:

“Hey, there’s this thing off social media called SEO…”
“If you're not getting traffic, it's probably because you don’t have a sitemap.”
“Pinterest is SEO in disguise—and it’s growing fast.”
“Clubhouse was our digital coffee shop in 2020. And the friendships stuck.”

🎧 Listen Now If You:

• Miss those early Clubhouse convos and want to feel seen.
• Need SEO and Pinterest demystified in a kind, relatable way.
• Love stories about how business friendships shape your journey.

📝 Listener Action Items:
 

✅ Check if your site has an XML sitemap (and fix it if not!).
✅ Connect your blog’s RSS feed to Pinterest to automate pinning - or call Favour for help!
✅ Send this episode to an old friend who inspired your entrepreneurial path.

Connect With Favour:

Linkedin

We Don't Play Podcast

Website

Courses
Connect

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this insightful and refreshingly practical episode of the Simple and Smart SEO Show, Crystal sits down with Alyssa Corso—SEO strategist and healthcare content pro—to talk all things content refresh. 

Alyssa breaks down her favorite ways to optimize existing content without burning it all down.

Whether you're running a blog in a Your Money or Your Life (YMYL) niche or just wondering if updating the year in your title is enough (spoiler alert: it's not 😅), this episode is packed with real-world tips to make your SEO strategy work smarter, not harder.

💡 Key Takeaways:

• Not All Updates Are Equal: A content refresh doesn’t have to mean a full rewrite. Small additions like FAQs or new sources can move the needle.
• YMYL Content = Higher Standards: If your content impacts someone’s health, money, or safety, Google expects top-notch trust and quality signals.
• Check the SERP Features: See what’s ranking (video packs, AI overviews, People Also Ask), then optimize accordingly.
• Don’t Be That Brand: Simply changing the publish date isn’t an update—it’s shady and ineffective.
• Internal & External Links Matter: Link to your own valuable content and trustworthy external sources like .gov or .edu sites to build EEAT.
• AI Isn’t Replacing You (Yet): Use ChatGPT for brainstorming, but don’t let it do all the thinking for you.

🔥 Memorable Quotes:

• “A content update doesn’t have to be an overhaul... It can be an FAQ insert or updating your sources and links.” - Alyssa Corso
• “If you’re ranking #1 but not in the featured snippet—why not try and go for it?” - Alyssa Corso

✅ Listener Action Items:

• 📝 Audit your older posts—can you add a helpful FAQ or new source?
• 🔍 Search your target keyword and note what SERP features appear.
• 🔗 Add new internal and external links to boost EEAT.

📬 Connect with Alyssa at alyssacorso.com or drop her a line at [email protected].

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
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Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this episode of the Simple and Smart SEO Show, Crystal Waddell chats with SEO consultant and BrightonSEO speaker Alyssa Corso about a topic every content creator should understand—SEO content decay. 

Alyssa shares how content naturally loses visibility over time and outlines a strategic process for updating content to improve performance and generate real business results.

From identifying "money keywords" to understanding the phases of content decay, this episode is packed with insights on how to make your existing content work harder for your business. 

Whether you're a startup with limited resources or a seasoned marketer, Alyssa’s practical strategies will help you tie your content efforts to revenue—and avoid wasting valuable time.

🔑 Key Takeaways:

• SEO Content Decay Defined: Alyssa breaks down the lifecycle of content—from initial spike to inevitable decline—and why regular updates matter.
• Revenue-Driven Content Strategy: Learn how to identify "money keywords" and optimize content that leads to conversions.
• Update with Purpose: Alyssa explains how to use tools like Google Analytics, Google Search Console, and SEOGets to prioritize what to update and when.
• Content Clusters for Niche SEO: Especially in industries like healthcare, Alyssa shows how to build supporting content around core topics.
• Avoid Reactionary SEO: Don’t overreact to algorithm changes—strategic, user-first updates are key.

🔦 Episode Highlights:

"Does this piece of content bring revenue to the business—or does it have another type of value to reach your goals?"
– Alyssa Corso"

There’s more opportunity on the other side of trying than not trying at all."
– Crystal Waddell

✅ Listener Action Items:

• Audit your existing blog content using Google Analytics and Search Console.
• Identify your top revenue-driving keywords—aka "money keywords."
• Create a spreadsheet or use a tool like Monday.com to monitor content age and performance.
• Update content that aligns with your business goals, not just based on rankings.
• Track conversions through GA4, UTM links, or email capture to understand content impact.

Connect with Alyssa:

Linkedin

AlyssaCorso.com

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this jam-packed Part 2 episode, I continue my insightful chat with David Green, founder of Devslove.com. 

We dive deep into Google Ads, strategic ad spend, and the realities of running paid campaigns for small businesses. 

David shares expert insights on choosing the right platform, retargeting strategies, and why SEO and AI-driven search are shaping the future of digital marketing. 

Plus, we discuss pricing, profitability, and setting the right goals to make digital marketing actually work for your business. 

If you're an entrepreneur looking for a clear strategy to maximize your online presence, this is an episode you don’t want to miss!

🔥 Key Takeaways:

 ✅ Choosing the Right Platform – Should you start with Google Ads, Facebook, or LinkedIn?
✅ Retargeting 101 – The power of keeping your brand top of mind for potential customers.
✅ Ad Spend Strategy – The 90-day rule for testing ad profitability.
✅ Pricing and Profitability – Why underpricing can ruin your ability to run ads effectively.
✅ SEO vs. Paid Search – How they work together for long-term growth.
✅ AI & Search Trends – What’s changing in 2025 and why SEO is still critical.

✨ Memorable Quotes:

💡 “Google Search is one of the best proxies for demand that you can find.” – David Green
💡 “If you're not converting high-intent visitors, something is wrong with your website—not your ads.” – David Green
💡 “Ads don’t work if your pricing isn’t built for profitability.” – Crystal Waddell
💡 “SEO is about more than just traffic—it’s about making that traffic meaningful for your business.” – Crystal Waddell

🎯 Listener Action Items:

✔️ Do a quick Google keyword check before diving into ads—is your audience even searching?
✔️ Audit your website’s conversion process before launching paid ads.
✔️ Consider a retargeting strategy—not everyone buys on their first visit!
 

🎧 Where to Find David Green:

💼 Website: devslove.com
🔗 LinkedIn: David Green

🎙️ Join the SEO Conversation:

✅ Follow me on LinkedIn → Crystal Wadde

Send me a text!

Digital Disruption with Geoff Nielson
Discover how technology is reshaping our lives and livelihoods.

Listen on: Apple Podcasts   Spotify

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
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Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!

In this episode of The Simple and Smart SEO Show, I'm sitting down with David Green, founder of Devs Love, to talk about the major shifts happening in digital marketing! 

Fresh after BrightonSEO, David shared insights from his strategic planning retreat, where AI disruption was front and center. 

We discuss how AI levels the playing field for small agencies, the shift in Google Search, and why omni-channel marketing is no longer optional. 

What You’ll Learn in This Episode:

💡 AI’s Role in Leveling the Playing Field – How small businesses can leverage AI to compete with big agencies.
🔍 Google Search vs. Perplexity AI – Why experts say Google Search is in trouble.
📈 YouTube Ads & Brand Growth – How tracking search impressions can prove ad impact.
🧠 Strategic Planning for 2025 – What small businesses need to focus on in the age of AI.
🙌 The Human Factor in Marketing – Why staying close to your customers is more critical than ever.

Memorable Quotes:

🗣️ "AI is disrupting marketing at the same level as when smartphones changed how people buy." – David Green
🗣️ "ChatGPT writes really good code—just tell it what you want!" – David Green
🗣️ "Omni-channel marketing isn’t the future—it’s the now." – Crystal Waddell
🗣️ "Tech companies that ignore their core users? That’s how they lose them." – Crystal Waddell

Listener Action Items:

✅ Experiment with AI tools like ChatGPT to automate and optimize marketing.
 ✅ Diversify your traffic sources—don’t rely solely on Google.
 ✅ Re-evaluate your ad strategies with a long-term view.
 ✅ Stay engaged with your customers to understand their needs in real-time.
 ✅ Tune in for Part 2, where David dives deep into Google Ads for small businesses!

📌 Stay Connected:
🎙️ Listen & Subscribe: podcast.simpleandsmartseo.com
💬 Follow Crystal: SimpleandSmartSEO.com
👥 Connect with David Green: DevsLove.com LinkedIn

Don’t miss Part 2, where we unlock the secrets of Google Ads for small businesses! 🎧

Send me a text!

Support the show

Want to follow up on what you've heard? Search the podcast!

Join the SEO Squad

Apply to be my podcast guest! 🎙️ Don't forget to Put your pitch topic in the subject line!

AFFILIATE LINKS:
Start your Shopify Store!
Get SurferSEO!

Metricool (to be everywhere online, you NEED a social media scheduler!)

Note:
If you make a purchase using some of my links, I make a little money.
But I only ever share products, people, & offers I trust & use myself!