Darren Shaw
@whitespark.ca
🔹 Founder of Whitespark.ca: 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
🔹 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
Just published my first article on @searchengineland.bsky.social!
Do keywords in reviews matter? Hell yes. My piece describes 7 benefits of getting keywords in reviews - including 3 templates that will help you get those keywords. Go check it out.
Do keywords in reviews matter? Hell yes. My piece describes 7 benefits of getting keywords in reviews - including 3 templates that will help you get those keywords. Go check it out.
November 11, 2025 at 7:51 PM
Just published my first article on @searchengineland.bsky.social!
Do keywords in reviews matter? Hell yes. My piece describes 7 benefits of getting keywords in reviews - including 3 templates that will help you get those keywords. Go check it out.
Do keywords in reviews matter? Hell yes. My piece describes 7 benefits of getting keywords in reviews - including 3 templates that will help you get those keywords. Go check it out.
🚨 I’m doing an AMA about the 2026 Local Search Ranking Factors over on the Whitespark subreddit: r/whitespark. Starting: TODAY (Monday, November 10th), at 12:00 PM ET.
November 10, 2025 at 3:59 PM
🚨 I’m doing an AMA about the 2026 Local Search Ranking Factors over on the Whitespark subreddit: r/whitespark. Starting: TODAY (Monday, November 10th), at 12:00 PM ET.
Ask me anything! I’ll be answering questions on the Sterling Sky subreddit /r/localsearch between 12pm ET and 5pm ET today.
November 3, 2025 at 3:42 PM
Ask me anything! I’ll be answering questions on the Sterling Sky subreddit /r/localsearch between 12pm ET and 5pm ET today.
Happy Halloween 🎃
This costume comes with a Whitespark Local Ranking Grids subscription, endless AI SEO speculation, and a strong opinion about geotagging images.
What’s your costume this year?
This costume comes with a Whitespark Local Ranking Grids subscription, endless AI SEO speculation, and a strong opinion about geotagging images.
What’s your costume this year?
October 31, 2025 at 6:05 PM
Happy Halloween 🎃
This costume comes with a Whitespark Local Ranking Grids subscription, endless AI SEO speculation, and a strong opinion about geotagging images.
What’s your costume this year?
This costume comes with a Whitespark Local Ranking Grids subscription, endless AI SEO speculation, and a strong opinion about geotagging images.
What’s your costume this year?
That’s why you should set up competitor web page change tracking with ChangeTower dot com. It notifies you every time your competitor updates their page and keeps a log of changes for up to 12 months.
October 27, 2025 at 7:32 PM
That’s why you should set up competitor web page change tracking with ChangeTower dot com. It notifies you every time your competitor updates their page and keeps a log of changes for up to 12 months.
My newsletter just hit 45,000 subscribers 🎉 Then I deleted 822.
I highly recommend cleaning your email list monthly. Here’s why:
I mostly do this to improve deliverability. Email providers assign a spam score to your sending email.
I highly recommend cleaning your email list monthly. Here’s why:
I mostly do this to improve deliverability. Email providers assign a spam score to your sending email.
October 10, 2025 at 3:02 PM
My newsletter just hit 45,000 subscribers 🎉 Then I deleted 822.
I highly recommend cleaning your email list monthly. Here’s why:
I mostly do this to improve deliverability. Email providers assign a spam score to your sending email.
I highly recommend cleaning your email list monthly. Here’s why:
I mostly do this to improve deliverability. Email providers assign a spam score to your sending email.
Here’s the first page of the table as a gesture of goodwill 😁
October 9, 2025 at 3:39 PM
Here’s the first page of the table as a gesture of goodwill 😁
Why not both?! Here’s a strategy we’re calling “Chunk Ranching” 🐄:
1️⃣ Figure out the common questions around your topic.
2️⃣ Add them to a FAQ section on your page.
3️⃣ Answer each question *briefly* right there.
4️⃣ Then link each question to a dedicated page that answers it in depth.
1️⃣ Figure out the common questions around your topic.
2️⃣ Add them to a FAQ section on your page.
3️⃣ Answer each question *briefly* right there.
4️⃣ Then link each question to a dedicated page that answers it in depth.
October 8, 2025 at 2:50 PM
Why not both?! Here’s a strategy we’re calling “Chunk Ranching” 🐄:
1️⃣ Figure out the common questions around your topic.
2️⃣ Add them to a FAQ section on your page.
3️⃣ Answer each question *briefly* right there.
4️⃣ Then link each question to a dedicated page that answers it in depth.
1️⃣ Figure out the common questions around your topic.
2️⃣ Add them to a FAQ section on your page.
3️⃣ Answer each question *briefly* right there.
4️⃣ Then link each question to a dedicated page that answers it in depth.
Do keywords in reviews impact rankings? 🤔
Well, research from Sterling Sky says no. @joyhawkins.bsky.social tested this in 2023 and found no direct ranking boost.
BUT… keywords in reviews are still incredibly valuable. Here are 7 reasons why you still want to ask for keywords in your reviews:
Well, research from Sterling Sky says no. @joyhawkins.bsky.social tested this in 2023 and found no direct ranking boost.
BUT… keywords in reviews are still incredibly valuable. Here are 7 reasons why you still want to ask for keywords in your reviews:
October 6, 2025 at 3:09 PM
Do keywords in reviews impact rankings? 🤔
Well, research from Sterling Sky says no. @joyhawkins.bsky.social tested this in 2023 and found no direct ranking boost.
BUT… keywords in reviews are still incredibly valuable. Here are 7 reasons why you still want to ask for keywords in your reviews:
Well, research from Sterling Sky says no. @joyhawkins.bsky.social tested this in 2023 and found no direct ranking boost.
BUT… keywords in reviews are still incredibly valuable. Here are 7 reasons why you still want to ask for keywords in your reviews:
How NOT to respond to reviews
October 3, 2025 at 2:50 PM
How NOT to respond to reviews
Google says choose fewer categories 🙄 But @joyhawkins.bsky.social confirmed what local SEOs already knew: The more categories you add, the more terms you will rank for.
@miriamellis.bsky.social covers this and 17 more local SEO developments in her Q3 Local Search Roundup on the whitespark blog 🏃
@miriamellis.bsky.social covers this and 17 more local SEO developments in her Q3 Local Search Roundup on the whitespark blog 🏃
October 2, 2025 at 3:48 PM
Google says choose fewer categories 🙄 But @joyhawkins.bsky.social confirmed what local SEOs already knew: The more categories you add, the more terms you will rank for.
@miriamellis.bsky.social covers this and 17 more local SEO developments in her Q3 Local Search Roundup on the whitespark blog 🏃
@miriamellis.bsky.social covers this and 17 more local SEO developments in her Q3 Local Search Roundup on the whitespark blog 🏃
Are you adding localities to your title tags? You should 👇
What are localities? 🧐
Localities are areas/neighborhoods. Adding localities to your title tag means adding a bunch of neighborhood names to the end.
What are localities? 🧐
Localities are areas/neighborhoods. Adding localities to your title tag means adding a bunch of neighborhood names to the end.
October 1, 2025 at 3:20 PM
Are you adding localities to your title tags? You should 👇
What are localities? 🧐
Localities are areas/neighborhoods. Adding localities to your title tag means adding a bunch of neighborhood names to the end.
What are localities? 🧐
Localities are areas/neighborhoods. Adding localities to your title tag means adding a bunch of neighborhood names to the end.
This might be the best GBP Products section I’ve ever seen 😂
Most businesses play it safe and look boring. But Rescue Plumbing Chicago went bright + bold + fun: yellow backgrounds, fun photos, and a personality that actually makes you want to call them.
Most businesses play it safe and look boring. But Rescue Plumbing Chicago went bright + bold + fun: yellow backgrounds, fun photos, and a personality that actually makes you want to call them.
September 29, 2025 at 2:57 PM
This might be the best GBP Products section I’ve ever seen 😂
Most businesses play it safe and look boring. But Rescue Plumbing Chicago went bright + bold + fun: yellow backgrounds, fun photos, and a personality that actually makes you want to call them.
Most businesses play it safe and look boring. But Rescue Plumbing Chicago went bright + bold + fun: yellow backgrounds, fun photos, and a personality that actually makes you want to call them.
Me: “Down with Schema” 👎👎
Mike: “Well…”
Such an excellent conversation on the @nearmedia.bsky.social Office Hours roundtable discussion with Greg Sterling, @mikeblumenthal.bsky.social, @davidmihm.bsky.social, @krystaltaing.bsky.social, and @claudiatomina.bsky.social.
Mike: “Well…”
Such an excellent conversation on the @nearmedia.bsky.social Office Hours roundtable discussion with Greg Sterling, @mikeblumenthal.bsky.social, @davidmihm.bsky.social, @krystaltaing.bsky.social, and @claudiatomina.bsky.social.
September 26, 2025 at 3:17 PM
Me: “Down with Schema” 👎👎
Mike: “Well…”
Such an excellent conversation on the @nearmedia.bsky.social Office Hours roundtable discussion with Greg Sterling, @mikeblumenthal.bsky.social, @davidmihm.bsky.social, @krystaltaing.bsky.social, and @claudiatomina.bsky.social.
Mike: “Well…”
Such an excellent conversation on the @nearmedia.bsky.social Office Hours roundtable discussion with Greg Sterling, @mikeblumenthal.bsky.social, @davidmihm.bsky.social, @krystaltaing.bsky.social, and @claudiatomina.bsky.social.
- They represent the personal experience of the customer, which nudges potential customers to convert.
- See the graphic from @gatherup.bsky.social below for the whole list
- See the graphic from @gatherup.bsky.social below for the whole list
September 25, 2025 at 3:39 PM
- They represent the personal experience of the customer, which nudges potential customers to convert.
- See the graphic from @gatherup.bsky.social below for the whole list
- See the graphic from @gatherup.bsky.social below for the whole list
U-Haul is STILL crushing it with this local SEO strategy...
I highlighted this brilliant department strategy last year, and all their department listings are still online and driving leads (I just checked).
I highlighted this brilliant department strategy last year, and all their department listings are still online and driving leads (I just checked).
September 24, 2025 at 2:57 PM
U-Haul is STILL crushing it with this local SEO strategy...
I highlighted this brilliant department strategy last year, and all their department listings are still online and driving leads (I just checked).
I highlighted this brilliant department strategy last year, and all their department listings are still online and driving leads (I just checked).
Are blogs useless for local SEO?
Definitely not. Here’s how to do local business blogging the right way 👇
Definitely not. Here’s how to do local business blogging the right way 👇
September 22, 2025 at 3:22 PM
Are blogs useless for local SEO?
Definitely not. Here’s how to do local business blogging the right way 👇
Definitely not. Here’s how to do local business blogging the right way 👇
How did this business get a link to Snapchat on their Google Business Profile?
Google only lets you add seven specific social sites through the NMX, and Snapchat is not one of them, but rogue social links can sometimes show up.
Google only lets you add seven specific social sites through the NMX, and Snapchat is not one of them, but rogue social links can sometimes show up.
September 18, 2025 at 3:11 PM
How did this business get a link to Snapchat on their Google Business Profile?
Google only lets you add seven specific social sites through the NMX, and Snapchat is not one of them, but rogue social links can sometimes show up.
Google only lets you add seven specific social sites through the NMX, and Snapchat is not one of them, but rogue social links can sometimes show up.
Fall is almost here, which means it’s time to update your Google Business Profiles 🍁
September 17, 2025 at 2:53 PM
Fall is almost here, which means it’s time to update your Google Business Profiles 🍁
This Jimmy John’s location is run by ancient lizard people and their Google Business Profile is WILD
September 15, 2025 at 3:17 PM
This Jimmy John’s location is run by ancient lizard people and their Google Business Profile is WILD
Y’all didn’t believe me when I said Updates from customers can be powerful, but look at this 👇
This customer was so mad that they left a negative review AND posted a screenshot of the review as an Update on the Profile.
This customer was so mad that they left a negative review AND posted a screenshot of the review as an Update on the Profile.
September 10, 2025 at 2:53 PM
Y’all didn’t believe me when I said Updates from customers can be powerful, but look at this 👇
This customer was so mad that they left a negative review AND posted a screenshot of the review as an Update on the Profile.
This customer was so mad that they left a negative review AND posted a screenshot of the review as an Update on the Profile.
Local Search Ranking Factor you NEED to know: Website’s Degree of Focus on a Specific Niche
In other words: If you try to be relevant for everything, you’ll end up being relevant for nothing.
In other words: If you try to be relevant for everything, you’ll end up being relevant for nothing.
September 8, 2025 at 2:27 PM
Local Search Ranking Factor you NEED to know: Website’s Degree of Focus on a Specific Niche
In other words: If you try to be relevant for everything, you’ll end up being relevant for nothing.
In other words: If you try to be relevant for everything, you’ll end up being relevant for nothing.
This is still one of the funniest reviews I’ve ever seen 😂
September 5, 2025 at 2:55 PM
This is still one of the funniest reviews I’ve ever seen 😂
Surprising citation site, you've probably been ignoring: Yellowpages. Hear me out.
September 3, 2025 at 3:04 PM
Surprising citation site, you've probably been ignoring: Yellowpages. Hear me out.
In this example, Google is pulling reviews from the website into the reviews section on Google and this review was just a copy from Google.
Two reviews for the price of one!
Two reviews for the price of one!
August 29, 2025 at 3:05 PM
In this example, Google is pulling reviews from the website into the reviews section on Google and this review was just a copy from Google.
Two reviews for the price of one!
Two reviews for the price of one!