Darren Shaw

🔹 Founder of Whitespark.ca: local SEO software and services.
🔹 Local SEO educator with 45,000+ newsletter subscribers, 10,000+ YouTube subscribers, and 3,000+ email course sign-ups
🔹 In charge of the annual Local Search Ranking Factors Survey, one of the most cited resources in local SEO
🔹 Speaker at local search conferences around the globe and contributor to SEO publications
🔹 I've been doing web development and SEO for 27 years (yes, before Google existed)

Founder

Whitespark builds online tools and provides services that help businesses and agencies with local SEO. We're known for our Local Citation Finder, Local Rank Tracker, Citation Building & Audit Services, and Local SEO Consulting. Our team often collaborates with other industry leaders and frequently presents at top SEO & Marketing conferences in North America.

If you still haven’t connected your socials to your Google Business Profile, this is your sign. Google is pulling information from your social profiles directly into search results. Valentina Vasileva shared this on LinkedIn, and it’s pretty wild.

Google is adding a special tag that looks a lot like a justification. It says something like “Today: event” or “Tonight: event”, and it is pulled straight from a business’s social media posts.

This is so powerful! It’s yet another clear signal that Google is actively looking at the content on your social profiles and using it to understand your business better.

So yes, you need to connect your social profiles to your Google Business Profile. 

And yes, you actually need to be active on them.

If you’re not doing this yet, you should probably get on it.

Founder of Whitespark. I share local SEO tips and strategy. Lead researcher behind the annual Local Search Ranking Factors survey. Get everything you need for better local SEO at whitespark.ca

What if your local SEO strategy is working, but your grid rank tracker just doesn’t show it?

The whole point of rank tracking is to measure the impact of your local SEO work. So, if your rank tracker stops tracking at position 20, what are you really measuring?

Say you make some updates, and your rankings at all points move from positions 80 to 30. That's a huge win! But you wouldn’t know that if you’re using a rank tracker that displays all positions above 20 as “20+”.

That’s why Whitespark’s Local Ranking Grids tracks rankings all the way up to 100 positions. We are the only tool that tracks to 100. This is one of the biggest things that sets our software apart from other grid ranking tools.

Our local ranking grid tool is also the most beautiful on the market. It’s genuinely a delight to use, and it costs the same or less than anything else out there.

Google “Whitespark Local Ranking Grids” and try it free (no credit card required).

Worth a read: this brilliant comment that Mike Blumenthal left on one of my posts

Local SEO Tip you NEED to know: update your business description on your citations.

Most businesses wrote their business description years ago, when they first built their citations, and then never touched it again. And sometimes (most of the time) it's really poorly written.

You should rewrite your old description and update all your citations.

Think of it like a data set that search engines and AI use to understand your business. You want it to:

1. Be written in clear, structured statements, often called semantic triples:

Subject - predicate - object.

2. Clearly explain what your business is, what it does, and what it specializes in.

For example: [Acme Pest Control] [is a Dallas pest control company] [specializing in wasp removal].

What you say about yourself only goes so far. What really matters is what the broader web says about you. And your citation descriptions are a golden opportunity to fix outdated messaging and emphasize things you probably haven’t thought about in years.

I talked about this and more with Dan Leibrandt from the Local Marketing Secrets Podcast. Check out the full episode wherever you get your podcasts.

In 2026, your local SEO agency MUST diversify.
Joy showed this chart in a recent livestream we did together in December. It reflects a steady decline in clicks-to-call from Google Business Profiles over the last 2 years.

Businesses are now getting fewer leads from the local pack because:

- Local Services Ads look almost identical to organic local results, and they’re siphoning off leads
- AI Overviews are taking up more space at the top
- the local pack now appears lower on the page than it did before
- people increasingly use other channels for local searches (YouTube, ChatGPT, TikTok, etc.)

So, it’s high time local SEO agencies diversified their services beyond just website and GBP management.

In 2026 you need to help your clients drive leads through additional channels:

- Long form vidoes on YouTube
- Short form videos on Instagram, Facebook, TikTok, YouTube
- Social media marketing
- Reddit/Quora engagement
- AI SEO
- Digital PR
- and I’m sorry, but you probably have to start offering PPC (especially Local Services Ads).

At the end of the day, businesses don’t really care about the Local Pack or Maps.

* They care about LEADS *

If your services aren’t generating leads, your clients will leave you for a different agency.

Are citations making a comeback? I’d say they never left.

Citations have always been important in traditional SEO. But now, with the rise of LLMs like ChatGPT and Gemini, we are seeing citations increase in importance. In fact, three of the top five AI search visibility factors are citation-based.

While traditional search is heavily focused on links, with LLMs, it’s more about mentions - in other words, citations.

If you were doing SEO the right way in the past, you probably don't need to change your citation strategy much. But if you gave up on citations a long time ago and want to rank in AI search, now is the time to get your business listed on key citation sites like:

- Better Business Bureau
- Facebook, LinkedIn
- MapQuest
- Yelp
- Prominent industry-specific sites
- “Best of” lists

I recently talked about this, and a lot more, on the Local Marketing Secrets Podcast with Dan Leibrandt. Check out the full episode wherever you get your podcasts.

I believe lawyers deserve better marketing advice.

For over 15 years, I’ve been helping attorneys understand how people really find and hire lawyers online without the jargon, gimmicks, or empty promises that too often define the SEO and digital marketing industry.

As co-founder of AttorneySync, I work at the intersection of legal marketing, technology, and trust. My focus is on empowering lawyers to take ownership of their online presence, build authentic authority, and attract clients the right way.

You’ll often find me speaking at conferences, podcasting, or writing about:

	•	How real people make decisions about hiring lawyers
	•	The ethics and realities of marketing a law practice
	•	Why transparency and education matter more than “hacks”

If you care about building a better web for legal consumers, one that rewards clarity, honesty, and meaningful connections, let’s connect.

Gyi Tsakalakis

"SEO is how you won in search. 

AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization) are how you win the recommendation in AI-powered discovery. 

AEO drives clarity—accurate, real-time data AI can interpret. 

GEO drives credibility—content that positions your brand as authoritative. 

That's the new game."

- Jennifer Myers, Principal Product Manager, Microsoft Shopping & Copilot

Admittedly, "From Discovery to Influence: A Guide to AEO and GEO," is aimed at retailers and focused on agentic commerce.

But many of the principles are applicable in other contexts, including professional services, like law firms.

✅ Intent-driven service information

✅ Multi-modal signals

✅ Verified Social Proof

✅ Content Integrity

✅ Authoritative Brand Identity

At AttorneySync, we're investing in helping law firms show up in AI ecosystems.

What does that mean?

🤝 Strategic guidance in improving review count and sentiment.
🤝 Structured data
🤝 Structured content to ground conversational answers.
🤝 Brand identifiers (thought leadership, certifications, etc).
🤝 Multi-modal content development (beyond just text content).

While there is a great overlap between traditional SEO strategies and tactics, it's undeniable that there are key key differences between traditional SEO and AI ecosystems.

This is probably no more evident than in the context of user behavior.

SEO: "car accident lawyer near me"

AEO/GEO: "Who are most experienced car accident lawyers in my city who offer free consultations, will take my case all the way to trial, and have the best track record for success. Include the highest-rated and most reviewed law firms."

We have to evolve our thinking.

Concepts of "keywords" and "rank tracking" need to be reevaluated.

Anyway, check out the guide.

I found it illustrative.

Why AttorneySync for legal marketing? Accountability. Transparency. Results.

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The Battle

Darren Shaw

Gyi Tsakalakis

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The Battle

Darren Shaw

Gyi Tsakalakis

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Darren Shaw's LinkedIn Performance

Performance ScoreGyi Tsakalakis's LinkedIn Performance

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Performance ScoreDarren Shaw's LinkedIn Performance