How to Rank in Local Search (Even in Competitive Niches) | Claudia Tomina

Episode Summary

In this episode of The Website Growth Show, Rana Shahbaz speaks with Claudia Tomina to break down how businesses can rank in local search—even in highly competitive niches like law, home services, and multi-location brands.

Claudia explains why local SEO is still one of the most powerful (and misunderstood) growth levers, how Google Business Profiles act as a true “digital storefront,” and what actually moves the needle in rankings today. From review recency and category selection to multi-location management and AI-driven search behavior, this conversation delivers tactical, real-world guidance business owners can apply immediately.

If you rely on local visibility for leads, calls, or foot traffic, this episode is a must-listen.

Show Notes:

  1. Why local SEO is still the starting point for most businesses
  2. Local SEO vs organic SEO: map pack vs “blue link” rankings
  3. How to set realistic expectations by industry and competitiveness
  4. Why competitive niches (like personal injury law) need more than local SEO
  5. What Local Service Ads (LSAs) are and when they become essential
  6. Why your Google Business Profile acts as a digital portfolio
  7. Reviews that rank: why recency matters more than total volume
  8. How rankings drop when reviews go stale
  9. Common multi-location SEO mistakes (branding, access, franchise control)
  10. Who should own the Google Business Profile (always the brand)
  11. Multi-location best practices (centralized ownership, domain emails, grouped locations)
  12. The local ranking factors that matter most today (category, recency, hours)
  13. Why broad categories like “lawyer” or “doctor” hurt rankings
  14. When local landing pages actually move the needle
  15. Address visibility for service-area businesses
  16. AI’s impact on local SEO and why citations still matter
  17. Real-world examples where small changes drove ranking wins
  18. Budget advice: start with reviews and fundamentals before ads

Connect With the Guest

Claudia recommends connecting on LinkedIn, where she shares local SEO tests, ranking insights, and practical strategies. You can also subscribe to her newsletter via her website to stay updated on Google Business Profile changes, ranking factor shifts, and AI-driven local search trends.