The Local SEO Wake-Up Call: What I Learned from Whitespark’s Darren Shaw
As someone who’s been helping small businesses with their digital marketing strategy for years, I thought I had local SEO figured out. I’ve been that person nagging clients about NAP consistency, insisting they get their citations cleaned up across hundreds of directories, and preaching the gospel of “more reviews equals better rankings.”
Then I sat down with Darren Shaw, founder of Whitespark, for what I expected to be a routine conversation about local SEO best practices for my Rooted in Revenue podcast. Instead, I got a complete education that left me questioning advice I’ve been giving for nearly a decade.
Thirty minutes into our conversation, Darren dropped this bombshell: “Citation consistency used to be super important for rankings, right up until about the switch 2015-ish. These days, it’s not that important to worry about citation consistency except for a few weird situations.”
Wait. What?
Here I’ve been, the self-proclaimed “resident nag” about getting business information perfectly consistent across every directory on the internet, and it turns out Google’s algorithm evolved past that requirement almost ten years ago. The knowledge graph replaced the old spreadsheet-style matching system, and suddenly exact NAP matches became far less critical than I realized. Yet, key pieces do still matter – WHEW!
But that was just the beginning. Our conversation, planned initially as a straightforward discussion about Whitespark’s services for the NRBA (National REO Brokers Association) members I work with, became a masterclass in separating local SEO fact from fiction.
LISTEN TO THE EPISODE HERE:
The Real Estate Reality Check
The conversation started with real estate agents—a group I work with regularly who face unique local SEO challenges. Darren immediately zeroed in on one of the biggest problems they face: “You’ve got 10 real estate agents at the RE/Max office in your city. Forget it, you’re never gonna rank on Google.”
This is Google’s local filter in action. When multiple businesses share the same address with the same primary category, Google typically shows one and suppresses the rest. It’s a harsh reality that explains why so many talented agents struggle with visibility despite doing everything else “right.”
His solution? Get your own space, even if it’s tiny. “That broom closet over there looks pretty good. Can I put my name on that?” he joked, but the point was serious. A $300/month closet with your name on it beats sharing prime office space with nine competitors when it comes to Google rankings.
The Citation Consistency Myth Busted
Perhaps the biggest revelation came when Darren systematically dismantled the citation consistency obsession that’s dominated local SEO advice for years. Since Google switched to a knowledge graph system around 2015, perfect exact matches across hundreds of directories became unnecessary.
“You don’t need perfect exact matches, you only need partial matches,” he explained. “Google is able to identify the presence of an entity based on partial matching.”
This doesn’t mean citations don’t matter at all—they’re still important for validation and preventing Google from changing your information. But the scope is much smaller. We’re talking about core sources like Facebook, LinkedIn, Yelp, Better Business Bureau, and your website, not the 200+ directory cleanup services that many SEO companies still push.
Review Recency Trumps Review Count
Another eye-opener: total review count matters far less than review recency. “You might see businesses ranking. This one has 2000 reviews. This one has 400 reviews, but this one’s way outranking that one,” Darren observed. “The reason is that this one is getting reviews every week, a couple per week on a steady stream.”
The takeaway? Stop doing those quarterly review blasts to all your past clients. Instead, create a system for getting 2-3 fresh reviews per month consistently. Think of it like watering a plant—”just a plant on your windowsill will die if you don’t water it for seven days. Think of the same concept for your Google business profile.”
The Google Business Profile Goldmine
Perhaps the most actionable insight was about Google Business Profiles themselves. “Google posts are so overlooked,” Darren noted. “It’s like free ad space on the internet.”
Yet 90% of businesses leave this space empty. The same applies to products, services, attributes, and numerous other fields that can be optimized. His advice was refreshingly simple: “Is there a field on there that’s not filled out? Do it.”
The problem? Most businesses suffer from the “set it and forget it” syndrome. “They made their Google business profile in 2012, and it’s good. I don’t know. I already got one. I made it. I don’t have to do anything with it.” Wrong approach entirely.
What This Means for Your Business
This conversation compelled me to thoroughly reevaluate, adjust, and maintain confidence in the local SEO advice I provide to clients. Here are some tips to help you improve or get started on the path to better rankings on Google and Google Maps.
Common Local SEO Mistakes to Avoid
Based on our conversation, here are the critical mistakes most businesses are making:
Major Profile Mistakes
- Set It and Forget It Syndrome – Creating your Google Business Profile years ago and never updating it
- Empty Profile Sections – Not filling out products, services, attributes, business description, and other available fields
- Ignoring Google Posts – Missing out on free advertising space on your profile.
- No Regular Maintenance – Failing to update information quarterly or refresh content
Content and Structure Errors
- Single Service Pages – Listing all services on one page instead of creating detailed individual pages for each service
- Thin Content – Not building comprehensive pages with FAQs, testimonials, and detailed service information
- Poor Website Integration – Having inconsistent information between your website and Google Business Profile
Review Strategy Mistakes
- Focusing on Total Count – Obsessing over review quantity instead of consistency and recency
- Batch Review Requests – Asking for reviews in quarterly blasts instead of maintaining a steady flow
- Wrong Platform Focus – Requesting Yelp reviews from non-active users who will get filtered
- Poor Timing – Not asking for reviews when clients are happiest with your service
Location and Address Issues
- Shared Address Problems – Multiple businesses with same category at one location getting filtered
- Virtual Office Usage – Using Regus-style virtual offices that have “bullseyes” for suspension from Google
- PO Box Attempts – Trying to verify business with post office boxes
- Geographic Mismatch – Business address not aligning with primary service area
Outdated SEO Practices
- Citation Consistency Obsession – Still believing exact NAP matching across hundreds of sites impacts rankings. Focus on the big ones first with your key citations – precision isn’t as critical – but strength and number of validating sites supporting your information DO matter.
- Expensive Citation Services – Paying for 200+ directory cleanups instead of focusing on core sources
- Ignoring Algorithm Changes – Using pre-2015 strategies that no longer work with Google’s knowledge graph
Your Action Plan
Here’s what you need to do immediately:
Immediate Actions (This Week)
- Audit Your Google Business Profile – Log in and fill out every empty field, including services, products, attributes, and descriptio.n
- Start Google Posts – Begin posting weekly content using your profile as free advertising space.
- Check Core Citations – Verify your information is consistent on Facebook, LinkedIn, Yelp, BBB, and your website.
- Address Strategy Review – If you share an address with competitors in the same category, start planning for your own space.
Ongoing Actions (Monthly/Quarterly)
- Implement a Review System – Create a process for receiving 2-3 reviews per month instead of batch requests.
- Profile Maintenance – Schedule quarterly updates to refresh content, remove outdated products/services
- Content Development – Build individual, detailed pages for each service you offer
- Monitor Review Recency – Track when your last review was received; never let more than 2-3 weeks pass.
Strategic Planning (Long-term)
- Geographic Optimization – Ensure your business address aligns with your primary service area
- Competition Analysis – Monitor how the local filter affects your visibility compared to competitors
The Bottom Line
This conversation with Darren Shaw reminded me that digital marketing evolves constantly, and what worked five years ago might be holding us back today. The businesses winning at local SEO aren’t necessarily doing more—they’re doing the right things consistently.
Stop chasing outdated citation requirements across hundreds of directories. Stop neglecting your Google Business Profile. Stop thinking that one setup session will carry you for years.
Instead, focus on what actually moves the needle: fresh, consistent reviews; fully optimized and regularly updated business profiles; individual service pages with comprehensive content; and if you’re sharing space with competitors, get your own address.
The local SEO landscape has undergone significant changes since 2015. The question is: will you change with it?
Want to hear the full conversation with Darren Shaw? Listen to this episode of Rooted in Revenue wherever you get your podcasts, or visit rootedinrevenue.com. And if you’re an NRBA member, stay tuned for special pricing on Whitespark’s services.