Let’s be real: local SEO ranking factors can feel like a labyrinth. Everyone’s obsessed with cracking the code, but here’s the thing—there’s no one-size-fits-all solution. You can spend all day reading research and blogs, but the truth is, you’ve got to test it yourself and see what works for your business or your client.
This is why we brought in heavy-hitters Greg Gifford from SearchLab and Krystal Taing from Uberall for a webinar that cut through the noise. They’re not about giving cookie-cutter answers—they’re all about data, real results, and understanding when and how to follow local SEO trends.
Here’s what went down.
Don’t Follow the Hype Blindly
The first myth we busted? Ranking factors aren’t gospel. Just because a study says something doesn’t mean it’s going to apply across the board. As Greg Gifford put it, “Look at the research, test it, and see if it really matters for your clients. Don’t blindly trust everything.”
Krystal Taing chimed in, saying, “You need a strong understanding of your client’s business model. There’s no one way to roll out local SEO. You’ve got to make adjustments based on the industry and audience.”
In other words: Do your own homework. What works for a restaurant in New York might not work for a service business in Dallas. Context matters.
The Basics Still Win
What’s driving results in 2024? Honestly, it’s the basics. If you’re still chasing the newest hack or trick, stop. Greg laid it out: “The stuff that really works? It’s the stuff most people ignore—content, links, and Google Business Profile (GBP) optimization.”
He’s not wrong. So many businesses are paying for SEO without having their fundamentals in place. Optimize for the right keywords, make sure your local listings are solid, and get those inbound links.
As Krystal put it: “It’s about how searchers view you. For restaurants or local businesses, reviews and images dominate. Focus on what real customers are saying and posting. That user-generated content is gold for your strategy.”
Stop Obsessing Over Photos (Kind Of)
Photos on your GBP? Yeah, they matter—but not in the way you think. You don’t need to spend hours geotagging your images or gaming the system. Greg nailed it when he said, “Awesome photos won’t just help you rank—they’ll help you convert better. Who cares if it helps you rank? It’ll make you stand out against your competitors.”
If you’re a local business, don’t sleep on this. People want to see what your business looks like before they walk in the door. That’s what moves the needle.
Local SEO Is Still Local
Let’s get one thing straight: The basics haven’t changed. If you’re not covering the fundamentals—great content, local links, and an optimized GBP—you’re falling behind. And don’t make the mistake of thinking GBP alone is enough.
As Greg pointed out, “Your website is a massive part of local search. If you’re only focusing on your GBP, you’re leaving results on the table. You need both to dominate.”
And Krystal doubled down: “If you don’t have a strong strategy for your GBP, you’re going to get outranked, plain and simple. But don’t forget your website—it’s where the deep research happens.”
There’s No Magic Bullet
Every business is unique, and there’s no universal strategy that’ll make you rank higher overnight. As Greg put it, “If you’ve been hit hard by an algorithm update, you probably weren’t doing things right in the first place.”
Stop looking for shortcuts. Start building a long-term strategy that hits the basics and adapts to the needs of your local market.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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