Actionable Steps To Rank For Local SEO: Mike Forgie

From Handing Out Flyers to Mastering Digital Marketing

Mike’s journey into marketing began long before Google became the giant it is today. Starting in his teens, Mike’s first taste of marketing was distributing flyers at concerts—a hands-on experience that taught him the importance of community and building trust. Although his early passion was for marine biology and the music industry, his path naturally gravitated toward the art of community connection. By targeting niche local markets—from automotive dealerships to micro-communities—Mike discovered his talent for localized outreach and eventually evolved into digital marketing during his time with Artist Arena and other early digital ventures.

Key Takeaways:

• Start Where You Are: Embrace every opportunity to connect with your community, even if it means handing out flyers.

• Be a Self-Learner: Mike’s growth came from constant curiosity—taking cues from industry giants like Neil Patel, Tim Ferriss, and Seth Godin.

Scaling Your Business Through Smart Outsourcing

One of the most insightful parts of our discussion was when Mike detailed how he scaled his business. Instead of getting bogged down in monotonous tasks like link and citation building, Mike learned early to delegate. He experimented with various outsourcing models—from VAs overseas to specialist contractors—and eventually honed in on what worked best for him:

• Hire Specialists: Rather than a general VA, seek out contractors with niche expertise who can hit the ground running.

• Embrace Systems & SOPs: Documenting every process enabled Mike’s team—led by his operations manager—to quickly train new talent and maintain consistency.

• Local vs. Overseas: While he’s had success with overseas teams (especially when it comes to cost-effectiveness), Mike emphasizes that fluency in English and a strong work ethic are non-negotiable.

This approach not only freed up his time but allowed him to focus on high-level strategy—always with the goal of scaling his agency and maximizing revenue.

Navigating the Local Digital Landscape Today

Digital marketing has changed dramatically over the past 20 years, and Mike’s insights really resonated with me. Remember the days of the paper map on the steering wheel? Today, a simple “coffee near me” search can direct someone to your doorstep. But as the tools and algorithms evolve, so must our strategies. Here are some of the major shifts Mike touched upon:

• Local SEO and Reputation:

  • Your website’s health is crucial; canonical errors, broken links, and duplicate content can kill your rankings.

  • A well-maintained Google Business Profile is no longer optional—if it’s not up-to-date with real photos, videos, and thorough business information, you’re losing potential customers.

• Video & Repurposed Content:

  • Repurposing interview content into blogs, social posts, and YouTube clips is a powerful way to extend your digital footprint.

  • Video content is particularly valuable for engaging local audiences—a point Mike drives home by emphasizing authenticity over flashy production.

• Reviews & Client Engagement:

  • Encouraging satisfied clients to leave reviews is more than a nicety; it’s a cornerstone of your local SEO strategy.

  • A proactive approach in responding to reviews (whether positive or negative) not only enhances your online reputation but also builds trust with future customers.

Tools, Tips, and Tactical Hacks

If you’re looking to level up your local marketing game, Mike shared several practical tools and strategies:

• SEO Tools:

  • Tools like Screaming Frog and GTmetrix are invaluable for diagnosing website errors.

  • For WordPress users, switching from Yoast to Rank Math can make a significant difference—its schema markup and intuitive dashboard are game changers.

• Outsourcing Platforms:

  • When vetting potential hires, platforms like Upwork remain a good option—but only if you know what to look for: clear communication, specialist expertise, and a proactive work ethic.

• Advertising:

  • Local Service Ads are a must for any business looking to capture the bottom-of-the-funnel leads.

  • Mike’s strategy is simple: dominate your niche in the map pack, search ads, and local directories. This comprehensive approach ensures that when someone searches “Pest Control near me” or “exterminator Miami,” your business stands out.

Actionable Next Steps for Local Business Owners

For those just starting their journey in local marketing—or for those looking to update their current strategy—Mike’s advice is refreshingly straightforward:

1. Start with a Site Audit: Use free tools like Screaming Frog to identify and fix website errors.

2. Optimize Your Google Business Profile: Make sure every detail is filled out, include plenty of authentic photos, and update regularly.

3. Leverage Outsourcing: Recognize that you don’t have to do it all. Invest in specialist contractors for repetitive tasks so you can focus on growing your business.

4. Invest in Reviews: Actively ask for feedback from happy customers and take the time to respond. This simple habit can dramatically boost your online credibility.

Mike reminds us that digital marketing is complex, but with a clear strategy and the willingness to delegate, any local business can rise to the top of its market.

Final Thoughts

Talking with Mike Forgie was an inspiring reminder of how much local marketing has evolved—and how much potential there is for those willing to master it. Whether you’re an entrepreneur hustling to get your first customer or a seasoned business owner looking to scale up, the insights from Mike’s experience are invaluable.

Feel free to check out NextStep Connect for more actionable tools and insights. And if you have any questions, or just want to share your own journey, drop me a comment or connect with me on LinkedIn. Let’s continue empowering the underdogs in local business together!

P.S. Check out the full episode here: