Darren Shaw

Whitespark

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.

Founder

University of Alberta

Networking and system administration and operation, development and management of the relational databases, GIS database development, web site development and maintenance.

Research Computing Coordinator

Hi, I'm Darren! 👋

I've been doing web development and SEO for 27 years (yes, before Google existed)

A bit about me 👇
🔹 Founder of Whitespark: local SEO software and services.
🔹 Local SEO educator with 36,000+ newsletter subscribers, 8,000+ YouTube subscribers, and 2,000+ 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

Did you know that the Google API leak says that service areas are NOT used in the ranking algorithm? If you want to expand your ranking radius for real, today’s podcast episode contains some actionable tips:

- build entity strength
- get reviews that mention the locations you want to rank in
- earn unstructured citations (local blogs, sponsorships, etc.)
- write localized website content
- lean into your niche in your website and GBP content (you may not rank for “restaurant” all over your city, but you CAN rank for “cubano sandwiches”)

We discuss these ideas from Miriam Ellis’s new Search Engine Land article, plus:

- Ben Franklin Effect applied to review requests (Sam Knight)
- API Leak reveals that Service Areas are NOT a ranking factor (Claudia Tomina)
- Google Local Pack links to places tab with pagination bug (Barry Schwartz)
- GBP adds scheduling and multi-location publishing to Google Posts (Barry Schwartz)

The full episode is now up on YouTube, Apple Podcasts, and Spotify.

And if you like the podcast, please leave us a review and ask IZIPIZI to sponsor us 🙏 (jump to 17:01 for context)

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

Here’s what you should do now that Google has anonymous reviews…

1. Change how you ask for reviews:

If your business is in an industry where people may be sensitive to leaving a review under their real name (e.g. legal or medical services, psychiatry, counceling, finance), your review collection process just got easier!

When asking for a review, tell customers how they can use a pseudonym when writing it.

2. Monitor and back up your reviews:

Now that Google users can add, remove, and change their custom display name whenever they choose, it is more important than ever export your review history regularly in case Google decides to delete your legitimate reviews.

3. Read Allie Margeson’s new article to fully understand what this anonymity means for both businesses and customers.

Find it on whitespark . ca / blog

Rainbow Restoration of Greenville SC

• Partnered with executives to formulate quantifiable marketing objectives, KPIs, and OKRs aligned with corporate goals, growth strategies, and vision.
• Spearheaded digital marketing campaign planning, execution, analysis, and optimization across SEO/SEM, email, social media, content marketing, and lead generation. Exceeded ROI goals, increased conversion rates 50%, reduced cost per lead 35%.
• Leveraged analytics and big data to continually monitor, analyze, and optimize campaign performance. Data-driven optimization increased ROI over 650% through actionable insights.
• Demonstrated exemplary budget management skills overseeing departmental budget. Ensured adequate funding while maximizing ROI. Maintained campaigns 10% under budget through analysis and oversight.
• Provided sales team leadership through motivation, mentoring, coaching, and development. Training and leadership tactics increased sales performance 25%, exceeding targets.
• Forged collaborative relationships with sales, customer service, and operations to ensure alignment of strategies and messaging. Cross-functional coordination increased new customer acquisition 30%, boosted retention 20%.
• Researched, evaluated, and implemented cutting-edge marketing technologies and automation tools improving targeting, segmentation, workflows. Integration reduced lead generation costs 40% and accelerated response rates.
• Conducted competitive analysis identifying trends, strategies, and techniques. Provided data-backed recommendations for maintaining competitive advantage. Strategic planning increased market share 25%.

Director of Marketing & Analytics

Mr Rooter Plumbing of Greenville

About:
In this role, I am responsible for maintaining and optimizing the digital growth and development of multiple brands using social media, Google Business Profile, and Google AdWords while coordinating website optimization with corporate brands and landing page development. This includes designing and developing creative while working with various tools to enable fast and compelling delivery.

Job Skillset:
- Good knowledge of copywriting and keyword research
- Proficient with Google AdWords and Google Analytics
- Experience with marketing campaigns and marketing strategy
- Sound experience in online reputation management
- Understanding principles of SEO/SEM/SMO/SMM.
- Familiarity with backlinks and citations
- Excellent knowledge of social marketing and Google Business Profile-GBP (former Google My Business-GMB)
- Understanding of social media advertising
- Solid understanding of photo and video editing
- Excellent knowledge of lead generation
- Familiarity with online advertising
- Understanding principles of editorial calendar
- Good knowledge of conversion optimization

Personal Skillset:
- Clear, professional communications (listening, oral, and written communications)
- Ability to think analytically and apply problem-solving skills to scenarios throughout the course of the working day
- Skills to work in a dynamic and team-oriented environment
- Proven ability to effectively manage timelines and deliverables
- Exceptional attention to detail

Director of Digital Marketing

Mr. Rooter Plumbing of Spartanburg

Peerless Environmental

About:
In this role, I am responsible for maintaining and optimizing the digital growth and development of multiple brands using social media, Google Business Profile, and Google AdWords while coordinating website optimization and landing page development. This includes designing and developing creative while working with various tools to enable fast and compelling delivery.

Job Skillset:
- Good knowledge of copywriting and keyword research
- Proficient with Google AdWords and Google Analytics
- Experience with marketing campaigns and marketing strategy
- Sound experience in online reputation management
- Understanding principles of SEO/SEM/SMO/SMM.
- Familiarity with backlinks and citations
- Excellent knowledge of social marketing and Google Business Profile-GBP (former Google My Business-GMB)
- Understanding of social media advertising
- Solid understanding of photo and video editing
- Excellent knowledge of lead generation
- Familiarity with online advertising
- Understanding principles of editorial calendar
- Good knowledge of conversion optimization

Personal Skillset:
- Clear, professional communications (listening, oral, and written communications)
- Ability to think analytically and apply problem-solving skills to scenarios throughout the course of the working day
- Skills to work in a dynamic and team-oriented environment
- Proven ability to effectively manage timelines and deliverables
- Exceptional attention to detail

Shimmering Palm Designs

Owner

SERVPRO of Northeast Spokane

• Spearheaded daily operations excellence, ensured on-time, within-budget completion of large-scale restoration, remediation, and reconstruction projects through optimized planning, coordination, and execution.
• Provided decisive leadership for cross-functional teams of estimators, project managers, technicians, fostering collaboration, teamwork, innovation, and professional development through mentoring, evaluations, feedback, and recognition initiatives.
• Demonstrated meticulous financial acumen managing complex departmental budgets, analyzing data, modeling projections, controlling costs, identifying new revenue streams, growth hacking, monitoring KPIs, and reporting metrics to C-level executives to drive data-informed strategic decisions.
• Built trusted relationships with clients, homeowners, insurance personnel through transparent communication, under-promising and over-delivering, exceeding expectations, quality workmanship, and personalized service resulting in highest satisfaction levels and referral rates.
• Leveraged years of experience as IT specialist overhauling legacy systems. Led software, hardware, network selection; managed enterprise databases, achieved 99.99% uptime, robust data security protections, seamless desktop/mobility solutions facilitating 24/7 real-time information access across the organization.
• Provided indispensable administrative support for sales, marketing, accounting, and HR including documentation, quality assurance, preparing client contracts/agreements, maintaining accreditation standards, achieving excellent KPI targets for quality, service, compliance, safety.
• Oversaw lean supply chain management, purchasing, vendor selection, negotiations, inventory control, asset management generating substantial annual cost savings.

Operations Specialist

SERVPRO of Amador County & Sonora

• Successfully estimated, scoped, and audited thousands of complex property loss projects including water, fire, mold, and biohazard damage remediation, contents restoration, and reconstruction ensuring accuracy, precision, and adherence to guidelines.
• Consistently met deadlines through excellent time management, organization, and project management skills, completing high-quality work.
• Drove continual improvement initiatives analyzing data, identifying inefficiencies, implementing solutions, optimizing efficiency, productivity, and profitability.
• Led full technology integration and infrastructure upgrades achieving seamless connectivity, enhanced workflow, cost savings, and maximized ROI.
• Developed, mentored, and trained staff and technicians in estimating, scoping, restoration processes, best practices, compliance, safety standards, policies, procedures, systems resulting in highly skilled, efficient teams.
• Provided excellent technical support and training to personnel, executives, vendors, and clients, quickly resolving issues, answering questions, improving user experience.
• Earned IICRC certifications in Water Damage Restoration, Applied Structural Drying, and Bio Remediation ensuring compliance with industry regulations and standards.
• Supported administrative staff through managing phones, documentation, billing, collections, insurance claims, and resolution, maintaining organization-wide efficiency.
• Managed equipment assets including inventory, tracking, maintenance, repair, replacement, optimization, reducing downtime.
• Produced comprehensive metrics reports analyzing data, identifying trends, informing strategic decisions, enabling performance improvement.

General Manager

SuperStore Electronics LLC

Duties and Responsibilities
•	Resolved product or service problems by clarifying the customer's complaint; determining the cause of the problem; selecting and explaining the best solution to solve the problem; expediting correction or adjustment; following up to ensure resolution.
•	Provided customer service sales and support in a retail environment.
•	Exceeded sales expectations multiple months due to a strong sense of honesty, knowledge, and concern for clients.
•	Helped developed and design custom home theater and media rooms implementing the newest technology available that fit within client’s budgets.
•	Conducted diagnostics for all technical equipment and recommend/implement solutions upon customer request. 
•	Assemble system servers, personal workstations, personal computers upon the requested parameters and orders from different component parts. 
•	Reduced system workload by 25% by reorganizing help desk functions to provide more efficient end-user support.
•	Continuously updated my knowledge of product and service by attending job training courses and side training.

Customer Service Consultant

Website Creations

Owned and operated a website design company with a core value of bringing simplicity to clients in a complicated environment.

Duties and Responsibilities
•	Worked with stakeholders to plan projects, gather requirements, and build documentation and user stories.
•	Worked hand in hand with other developers and clients on a web-based business management system.
•	Performed iterative testing and code reviews through development of the application.
•	Coordinated with QA testers for end-to-end unit testing and post-production testing.
•	Coded user-customizable applications that converted raw data from design engine to easily understandable graphical format.
•	Utilized technology to provide users with a fast, accurate and secure method of gaining access to information in the fastest and most convenient manner possible.
•	Work required continual attention to detail in typing and proofing materials, establishing priorities, and meeting deadlines.
•	Implemented system security and data assurance software.
•	Analyzed requirements and used systematic approaches to implement and document the tasks.
•	Used scripting and programming languages such as HTML, CSS, JavaScipt, PHP, etc. to build websites for clients.
•	Maintained strict coding practices for website optimization of resources and search engine rankings.

Digital Marketing & Local SEO Expert 🔗 | 16+ Yrs in Disaster Restoration & Construction 👷‍♂️ | IT Specialist 💻 | Empowering Service-Based Businesses to Thrive

In today’s digital age, creating a genuine connection with your audience is more challenging—and more crucial—than ever. Brands need more than just visibility; they need to tell a story that resonates, builds trust, and inspires action.

I specialize in developing and executing transformative marketing strategies that elevate brands, drive customer engagement, and deliver measurable ROI. My areas of expertise include:

• Strategic Marketing Leadership: Crafting data-driven, multi-channel marketing strategies that align with business objectives and market trends. Experienced in content creation, SEO, brand positioning, and campaign management to drive growth and increase market share.

• Digital Marketing & Social Media Strategy: Leveraging digital marketing channels such as LinkedIn, Facebook, Instagram, and Twitter to create high-impact campaigns. Skilled in social media marketing, PPC advertising, and digital transformation to increase online presence and customer acquisition.

• Cross-Functional Team Development: Building and leading high-performing, cross-functional teams in marketing, sales, and product development. Focused on fostering a culture of innovation, collaboration, and excellence to deliver cohesive and effective marketing initiatives.

• Data Analytics & Marketing Technology: Utilizing advanced analytics, CRM systems, and marketing automation tools to optimize customer journeys, enhance user experience, and drive data-driven decision-making.

With over 30 years of experience in Information Technology, Web Development, and Digital Marketing, I possess a unique blend of strategic vision and technical expertise crucial for today's Chief Marketing Officer roles. My ability to integrate marketing automation, data analytics, and digital strategies allows me to drive comprehensive campaigns that produce measurable results.

I have a proven track record in driving brand development, customer engagement, and business growth through innovative marketing strategies. My approach focuses on delivering high ROI and adapting to market changes with agility. By leading cross-functional teams, I empower others to achieve their best, transforming bold ideas into successful campaigns that resonate with target audiences.

If you’re seeking a strategic marketing leader to drive digital innovation, enhance brand visibility, and lead your organization to new heights, let’s connect. Together, we can create a marketing strategy that not only captures attention but also drives sustainable growth.

Jonathan B.

The secret to Google's Local Pack is 'Signal-Fit'...

Adam C. Abernathy published a great article over at Search Engine Journal talking about how Google's Local Pack rankings are determined not by generic search engine optimization (SEO) tactics but by "signal-fit," which is how closely a business aligns with local consumer expectations.

Data from 8.7 million Google Business Profiles was analyzed to assert that effective local SEO requires a hyper-localized and industry-specific strategy, arguing that a universal checklist is obsolete.

Different industries are weighted differently by Google's algorithm to match user intent. Multi-location brands need to prioritize relevance and continuous testing to achieve visibility, as Google’s ranking system acts as an AI-powered recommendation engine.

Give the article a read here:  https://lnkd.in/eQt5gu8j

Jonathan Bacon🥓

📈 Marketing Director | 🔍 Data-Driven SEO | 🌱 Local Business Growth | 🚀 Revenue Growth via Digital | 🧠 Neurodiverse Perspective

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Darren Shaw

Jonathan B.

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taplio

The Battle

Darren Shaw

Jonathan B.

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

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