How to Win Google Business Profile in 2025: Darren Shaw

Who Is Darren Shaw?

Darren is the founder of Whitespark, a local SEO software and services company he started back in 2005. Although he had been building websites since the late ’90s, Whitespark was where he focused 100% on local SEO. These days, he leads a 40-person team offering tools for local rank tracking, review management, and GBP monitoring—along with local SEO services like citation building and cleanup.

He’s also the person who took over the revered Local Search Ranking Factors Survey from industry veteran David Mihm. If you’ve been around local SEO for a minute, you know this survey is basically the gold standard for figuring out which factors truly matter for local rankings.

The Local Search Ranking Factors Survey

One of the biggest projects Darren oversees is the Local Search Ranking Factors Survey, which compiles insights from around 40–50 leading experts in local SEO. The result is a consensus on what moves the needle the most in local rankings.

• How it’s created: Darren updates the survey questions each year, sends them to top local SEO pros, and aggregates their responses.

• Why it’s valuable: It’s not just one person’s opinion—it’s the combined experience of many practitioners who are in the trenches.

• Timeline: The latest survey is called the 2023 survey. The upcoming version will be the 2025 edition (he’s skipping 2024 to put together an even bigger, better piece of research).

Important Takeaway

The survey covers everything from on-page signals and link building to Google Business Profile details (like adding services, posting regularly, and fighting spam). Reading it can give you a clear roadmap for where to focus your local SEO efforts.

Whitespark’s Evolution: From Web Dev to Local SEO

Whitespark started out as a web development shop in 2005. Over time, the company shifted to focus on:

• Citation Building and Cleanup

• Local Rank Tracking

• Review Management

• Google Business Profile Monitoring

• Full Agency SEO Services

Citations: Then and Now

In the early days of local SEO, everyone hammered on “NAP consistency” (Name, Address, Phone) across tons of directories. Today, citations still matter, but they’re more about making sure the most visible platforms have correct info. As Darren put it, “It’s no longer the silver bullet.” You definitely need accurate listings, but you don’t have to keep paying monthly fees forever if you do it right the first time.

Ongoing GBP Management: The Real Secret Sauce

A well-optimized Google Business Profile is critical for local businesses. Darren and I both agree that getting everything set up correctly is just the start. Consistent, ongoing activity is where the magic happens. Here’s what Darren recommends on a regular basis:

1. Weekly Posts

   • Not social fluff—treat these like mini-ads. Focus on your services, case studies, testimonials, or special offers.

2. Reviews and Replies

   • Respond to reviews quickly and professionally. Prompt engagement can encourage more positive feedback.

3. Regular Profile Updates

   • New categories, new services, or changes? Google likes fresh content. Keep an eye out for new categories that might give you a ranking boost.

4. Photos and Videos

   • Add them consistently. Even text overlay on photos can improve conversion and potentially help with local ranking.

   • Short videos autoplay in Google Maps, so they’re highly attention-grabbing.

5. Q&A Section

   • Ask and answer your own FAQs. This boosts conversions by addressing people’s top concerns right off the bat.

6. Spam Fighting

   • Competitors can drag your map pin to the wrong location or edit your business name. Monitor your GBP for malicious changes and reject them ASAP.

Whitespark’s Software You Should Know

1. Local Rank Tracker

   • Monitor how you rank in Google’s local pack and organic results.

2. Local Citation Finder

   • The O.G. Whitespark tool for building and managing citations. It’s seen a bit less usage lately, but still a solid resource.

3. Reputation Builder

   • Helps manage and respond to reviews across platforms.

4. Local Platform (Only $1/month per location!)

   • Alerts you to any changes in your GBP (like location pin edits or unauthorized category changes).

   • Provides a basic website for each location (if needed).

   • Essentially bulletproofs your GBP from sneaky competitor edits.

The Future of Local SEO

AI and Beyond Google

Darren and I both see chat-based search engines like ChatGPT and Bing Chat as a growing factor—but so far, their local search results can’t compete with Google’s. At least for the near term, Google remains king for local business discovery.

However, people are discovering local businesses on platforms like TikTok, Instagram, and YouTube. As consumer behavior shifts, agencies might need to optimize for more than just Google. Expect to see more “search surfaces” emerge, forcing everyone to broaden their approach to local marketing.

My Final Thoughts

Darren Shaw is a treasure trove of local SEO knowledge. If you’re looking to sharpen your local SEO strategy—whether it’s setting up your Google Business Profile properly, building out citations, or improving your website—take a page from Darren’s book:

• Keep your content fresh.

• Monitor and protect your GBP.

• Fight spam when you see it.

• Embrace new platforms (like TikTok or Instagram) for business discovery.

And if you’re itching to learn more directly from Darren, check out Whitespark’s free local SEO email course (beginner or advanced). It’s packed with actionable tips you can implement right away.

Thanks for reading, and remember: whether you’re a single-location operation or running dozens of branches, consistent, strategic local SEO can set you apart from your competition in a big way.

P.S. Check out the full episode here: