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.

WL Local SEO

CEO & Founder

Felipe Monsalve

Local Search Engine Optimization [SEO] Consultant

Toptal

I am Local SEO Specialist at Toptal, dedicated to enhancing online presence and driving organic growth for clients. With expertise in Google Business Profiles (GBP), citation management, and local keyword research, I consistently deliver improved search rankings and increased local visibility.

Responsibilities:

• Manage clients' Google Business Profiles (GBPs) for enhanced local visibility and engagement.
• Implement on-page optimization strategies and conduct local keyword research for improved search rankings.
• Develop targeted local SEO strategies to attract customers and increase visibility.
• Plan and execute SEO strategies for web pages, ensuring effective keyword mapping and content optimization.
• Monitor performance metrics, conduct competitor analysis, and provide actionable insights.

I have successfully helped clients in various industries, including modular buildings, dog training, art installation, interior design, and architecture. My focus is on driving results through meticulous planning, execution, and continuous optimization of local SEO efforts.

Local SEO Expert [Top 3% Talent]

ESB Advertising

I am an experienced SEO Manager at ESB Advertising, dedicated to enhancing online presence and driving organic growth for clients. With expertise in on-page optimization, local SEO strategies, and website migration coordination, I consistently deliver improved search rankings and increased organic traffic.

Responsibilities:

• Manage clients' Google Business Profiles (GBPs) for enhanced local visibility and engagement.
• Implement on-page optimization strategies and conduct keyword research for improved search rankings.
• Develop targeted SEO strategies to attract customers and increase visibility.
• Coordinate seamless website migration projects to preserve SEO performance.
• Monitor performance metrics, conduct competitor analysis, and provide actionable insights.

ESB Advertising is a leading marketing agency specializing in SEO, PPC, traditional ads and social media. They help businesses grow online with innovative strategies and tailored solutions.

Search Engine Optimization Manager

China Telecom Americas

As a Digital Marketing Specialist at China Telecom Americas, I focused on driving tailored marketing initiatives in Latin America, achieving significant results in lead generation and conversions. I played a crucial role in bridging language & culture  barriers and enhancing communication between the USA team and counterparts in Panama and Brazil, while managing diverse digital strategies and content.

Responsibilities:

• Drove marketing initiatives and optimized digital strategies for Panama and Brazil.
• Coordinated blog content translations, managed WordPress platforms, and implemented SEO optimization techniques.
• Executed PPC campaigns and managed vendor relationships.
• Contributed to event coordination, budget management, and updating multilingual content.

China Telecom Americas is a leading telecommunications company that builds bridges between China/APAC and the Americas, fostering connections and facilitating communication across regions.

Digital Marketing Specialist

Accenture

As a Content Analyst at Accenture, I prioritized data privacy, work ethic, time management, accurate reporting, team collaboration, and monitoring KPIs and metrics. I analyzed data, met deadlines, and collaborated with cross-functional teams to deliver high-quality content, while upholding strict data privacy regulations and work ethics.

Responsibilities:

• Conducted in-depth data analysis to uncover valuable insights and trends.
• Implemented data privacy protocols and maintained strict compliance with regulations.
• Developed and executed content strategies to drive engagement and meet business objectives.
• Collaborated with stakeholders to define content requirements and ensure alignment with brand guidelines.
• Utilized analytics tools to track and measure content performance, making data-driven recommendations for optimization.

Accenture is a global management consulting and professional services firm known for its expertise in strategy, consulting, digital, technology, and operations services. With a strong presence in over 120 countries and a workforce exceeding 425,000 employees, Accenture is a leading industry player that delivers innovative solutions worldwide.

Content Analyst

DesignNest.com

As a Digital Marketing Manager at DesignNest, I drove impactful marketing campaigns and managed both offline and online activities. This included launching and supervising a pop-up store and revamping the online store and social media platforms. These efforts led to a remarkable 70% increase in online sales within two years.

Responsibilities:

• Strategically drove growth and enhanced the company's online presence.
• Revamped the online store and social media platforms for an improved user experience.
• Managed e-commerce platforms (Amazon & Shopify) and optimized various activities, product descriptions, and sponsored content.
• Oversaw inventory management, customer service, and shipping operations to ensure smooth and efficient processes.
• Supervised all aspects of a pop-up store, including employee management, sales, and strategies.

DesignNest is a global leader in design and innovation, empowering inventors and designers to bring their ideas to life. With a strong focus on quality and uniqueness, DesignNest inspires creativity and fuels entrepreneurship worldwide.

Digital Marketing Manager

I am a digital marketing professional with over 10 years of experience in the field. Currently, I specialize in SEO with a focus on driving organic visibility for businesses. I have a strong academic background. I earned my Bachelor's degree in International Business from California State University Fullerton, followed by a Master's degree in Marketing from Nova University Lisbon. Currently, I am pursuing a postgraduate degree in Search Engine Optimization from IEBS. These studies have provided me with a solid foundation to implement effective strategies and achieve successful outcomes in the digital realm. Throughout my career, I have worked on various projects and gained extensive knowledge in areas such as keyword research and optimization, technical SEO, and content strategies.

Moreover, I am a multicultural individual, having lived in different countries such as Peru, Costa Rica, Brazil, Portugal, and currently the United States. This experience has allowed me to develop an open mindset and the ability to adapt quickly to diverse environments. I am fluent in three languages: English, Spanish, and Portuguese, which has provided me with the opportunity to effectively communicate with international audiences and work on global projects.

I am passionate about digital marketing and constantly stay updated on the latest trends and best practices. My goal is to combine my expertise and skills to drive the success of brands and achieve tangible results.

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The Battle

Darren Shaw

Felipe Monsalve

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taplio

The Battle

Darren Shaw

Felipe Monsalve

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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