Local SEO Strategy: How to Outrank Your Competitors | Andrew Shotland

Episode Summary

In this episode of The Website Growth Show, host Rana Shahbaz speaks with Andrew Shotland, founder of Local SEO Guide and an SEO veteran with more than 20 years of experience, about how SEO is changing in the age of AI and what businesses can do to improve their online visibility.

Andrew explains how AI-powered search tools like ChatGPT and Google AI Overviews are changing website traffic, content strategies, and the way people discover businesses. The conversation explores why traditional informational traffic is declining, why attribution is becoming harder to measure, and how businesses can adapt their content strategies for both search engines and AI platforms.

You’ll also learn how to improve local search visibility through Google Business Profile optimization, customer reviews, local content, and mentions on relevant websites and online communities. Andrew shares practical advice on understanding customer questions, identifying opportunities in less competitive searches, and building a recognizable brand that people actively seek out.

Andrew also discusses common mistakes businesses make when hiring SEO agencies and shares real-world examples of local SEO campaigns that generated more calls and improved visibility. If you’re a business owner, marketer, or agency leader trying to understand how SEO and AI search can help grow your business, this episode offers practical insights to guide your next steps.

Show Notes

  1. How Andrew Shotland accidentally discovered SEO and built his consulting career
  2. How SEO has changed over the past 20 years and why AI has made it exciting again
  3. Why SEO remains important as AI-powered search continues to grow
  4. How AI search tools are changing website traffic and content visibility
  5. Why businesses need to rethink how they measure traffic, leads, and attribution
  6. How to create website content around real customer questions and pain points
  7. Why businesses need to differentiate their websites from competitors
  8. How local SEO and AI search visibility differ
  9. Why businesses should combine SEO with paid advertising for sustainable growth
  10. How customer reviews influence local search and AI visibility
  11. Why Google Business Profile optimization and accurate local citations matter
  12. How to identify content opportunities by analyzing AI search responses and follow-up questions
  13. The biggest mistakes businesses make when hiring SEO agencies
  14. How targeted local content can generate qualified calls and leads
  15. Why building a strong brand can improve search visibility
  16. The essential local SEO steps every small business should take to improve visibility

Connect With the Guest

Connect with Andrew Shotland on LinkedIn to learn more about his work in SEO, local search, and AI-driven website visibility. You can also visit Local SEO Guide to learn more about his company and services.