Local SEO That Actually Gets You Customers in 2025: Chris Brencans

A Journey Through Local Search Marketing

I sat down with Chris to take a trip down memory lane—back when local search was all about moving a pin on the map to hit those top spots. Chris detailed how, about 15 years ago, the focus was on niche expertise in local search. Back then, agencies like On the Map were pioneers in this field, specializing exclusively in local search strategies. Over the years, the game has evolved. We’ve witnessed significant shifts—from the days of organic search dominance to a more diversified approach that now includes directories, Local Services Ads (LSAs), and targeted pay-per-click (PPC) campaigns.

“I started as a website project manager and eventually dove deep into SEO, witnessing first-hand how the landscape transformed from organic dominance to a multi-faceted marketing approach.”
– Chris Brins

The Evolution: From Organic Dominance to Multi-Touch Marketing

The conversation hit home when Chris highlighted that organic rankings, while still important, aren’t the sole player anymore. The competitive nature of today’s search engine results pages (SERPs) demands that local businesses adopt a multi-touch strategy. Today, you can’t simply rely on your website’s SEO—integrating a range of tactics is key:

• Google Business Profiles: A well-optimized profile is like your digital business card. It should showcase your reviews, photos, and real-world credibility.

• Local Directories & LSAs: High-quality directories like Yelp and region-specific platforms play a significant role in enhancing your visibility.

• Paid Advertising: Whether it’s PPC or LSAs, a targeted ad strategy helps capture those high-intent local searches.

• Social & Video Content: From Instagram stories to YouTube geo-targeted videos, integrating diverse content types is essential for building brand trust and engagement.

Building a Strong Local Brand

In today’s environment, local SEO is no longer a one-dimensional effort. It’s about building a genuine, recognizable brand that resonates in your community. Chris reminded me—and I agree—that a solid local brand strengthens your overall online presence. Here’s what that involves:

• Consistent Brand Presence: Whether you’re running radio ads, sponsoring local events, or cultivating social media influencers, every touchpoint reinforces your brand.

• Real Reviews and Engagement: Authentic customer reviews and active engagement on your Google Business Profile add significant credibility.

• Strategic Use of DBAs: Sometimes a slight tweak in your brand name, such as incorporating a location or primary service, can boost local trust and even assist with rankings.

The New Era of Link Building: Quality Over Quantity

We also delved into the ever-evolving world of link building. The old days of simply collecting high-DR backlinks from generic sites are long gone. Now, it’s all about building genuine, local connections:

• Local Outreach: Instead of paying for links on outdated guest post sites, invest in forming relationships with local organizations.

• Real Mentions Matter: From social media shoutouts to partnerships with community influencers, these interactions not only build high-quality links but also strengthen your brand reputation.

Chris emphasized that it’s crucial to think beyond the checklist. Your link building strategy should be about creating meaningful connections that resonate both with Google and your local audience.

Embracing Future Trends in Local Search

Looking ahead, it’s clear that local search is heading towards even more integration of various digital elements. We discussed the potential impact of generative AI and the increasing role of video in search results. While it may be too early to predict every twist and turn, one thing is certain:

• Brand-Centric Strategies Will Reign: As Google continues to refine its algorithms, strong, recognizable brands with active local engagements will dominate the SERPs.

• Conversational Search Experiences: With features like AI overviews and integrated maps, the search journey is becoming more interactive and user-focused.

The takeaway here is to prepare for a future where every digital touchpoint—SEO, social media, ads, and even offline branding activities—works in harmony to make your business the local go-to.

Actionable Tips for Local Business Owners

If you’re ready to level up your local SEO game, here are a few actionable strategies to implement immediately:

1. Optimize Your Google Business Profile:

   • Make sure your profile is complete with accurate business categories, compelling photos, and consistent reviews.

   • Treat your profile like your digital business card—make a great first impression.

2. Invest in Multi-Channel Marketing:

   • Combine organic SEO with targeted advertising (LSAs, PPC, and directory listings).

   • Create geo-targeted content that speaks directly to your local community.

3. Cultivate Local Relationships:

   • Reach out to local influencers using tools designed to filter by location.

   • Build partnerships with local organizations and participate in community events.

4. Focus on Quality Link Building:

   • Rather than chasing irrelevant high-DR links, focus on getting mentions from reputable local sources.

   • Remember, meaningful local connections build both authority and trust.

5. Stay Ahead with Emerging Trends:

   • Keep an eye on the evolving role of AI in search.

   • Invest in video content to capture the rising demand for rich, conversational search results.

Conclusion

Our conversation with Chris Brins reaffirmed that the world of local SEO is ever-evolving. Today’s success hinges on a holistic approach—one that blends technical SEO, active social media engagement, targeted paid campaigns, and genuine local outreach. As local businesses, embracing this multifaceted strategy will not only bolster your rankings but also solidify your brand’s reputation in the community.

I hope you found these insights as valuable as I did. If you’re looking to take your local business to the next level, let’s connect and discuss how to craft a strategy that gets you noticed in today’s dynamic digital landscape.

P.S. Check out the full episode here: