The Untapped Potential of Local SEO: Lessons from a Search Marketing Veteran

Marketing Freed

29-02-2024 • 34 mins

Getting your website to the top of Google for relevant search terms is a crucial part of capturing demand for many businesses. While many marketing teams concentrate on ranking for broad online searches, they often ignore their rankings on a local level. But with almost half (46%) of Google’s search traffic believed to have local intent, making sure your business is optimised for local SEO can give even national brands and B2B businesses an advantage.

In this episode of the Marketing Freed podcast, SEO expert Gerry White joins me to share his insights on local SEO gained from a career in search marketing that’s spanned the likes of the BBC,, Just Eat, Austin Reed and most recently, Mirador, a SaaS local SEO management solution.

In this episode, we discuss:

  • The importance of local SEO for businesses beyond local B2C brands
  • Good practice for your Google Business Profile so that your business is seen as relevant and accurate
  • How effective internal linking architecture gave Just Eat an edge over its competitors
  • The role of reviews in local SEO and tactics for getting more of them
  • How Google uses third-party review data, not just its own reviews
  • What to do if you receive a negative review
  • How you can get certain reviews removed by Google
  • The evolving role that AI has in local SEO


Gerry White on LinkedIn - or X/Twitter -

David Richter on LinkedIn -

Find out more about local SEO tool Mirador at


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Stat about 46% of Google searches having local intent: 46% of Google’s search traffic has local intent: