Local Marketing Beat Podcast

How To Be Ready for AI Search

In this episode of Local Marketing Beat, Christian Hustle chats with Partho Ghosh, VP of Product at Uberall, about how brands can prepare for the new age of AI-driven search. From optimizing structured data to navigating trust in generative AI results, Partho shares practical insights on what marketers must do now to stay visible and competitive.
They explore AI discoverability trends, the shifting local customer journey, and how Uberall's own AI assistant, Ubi, is designed to simplify and supercharge local marketing. The conversation also explores the LPO (Location Performance Optimization) framework, the role of emerging platforms like Bing and Reddit, and the future of search behavior.
🔗 Learn More and Level Up with Uberall Academy:📚 https://academy.uberall.com
🔗 Discover What's Driving Consumers' Local Choices:💡 https://get.uberall.com/consumer-report/?utm\_source=youtube\&utm\_medium=social\&utm\_campaign=all-cc-ent-st-2025-consumer-report\&utm\_content=en
🔗 Discover Location Performance Optimization:📍 https://get.uberall.com/location-performance-optimization/
⏱ Timestamps00:00 – Intro01:35 – AI’s Impact on Search and the Local Funnel04:30 – What Matters Most to AI Search Engines06:54 – Trusting AI: Risk vs. Reality09:00 – New Channels You Shouldn’t Ignore11:04 – LPO and Uberall’s Strategic Framework14:06 – What UB-I Is and Why It Matters17:33 – AI-Powered Content & Review Management20:17 – Where Marketers Should Start with AI22:48 – Why Saying "Thank You" to AI Might Help
🏢 Follow Uberall on LinkedIn: https://www.linkedin.com/company/get-uberall/👤 Connect with Partho on LinkedIn: https://www.linkedin.com/in/productpartho/🎙️ Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianarriola/
#aisearch  #localmarketing  #locationmarketing  #lpo  #seo  #structureddata  #aitools  #digitalpresence  
Visit us at: https://www.uberall.com

Future Trends in AI for Local Marketing (with Greg Sterling, Near Media)

In this episode of Local Marketing Beat, host Christian Hustle is joined by Greg Sterling — analyst and co-founder of Near Media — to unpack the rapidly evolving relationship between AI and search. They dive deep into how tools like ChatGPT are reshaping the consumer journey, what recent consumer behavior data reveals, and how brands can prepare for the next wave of local marketing disruption.▶️ From Google's AI Overviews to ChatGPT's growing role in discovery, this conversation offers a strategic look at future trends in AI for local marketing.Whether you're a multi-location brand, franchise marketer, or digital strategist, this episode offers actionable insights on building brand awareness, adapting to consumer expectations, and navigating the blurred lines between search and AI.🔑 What You’ll Learn:Why AI is transforming how consumers search and make decisionsHow Google is adapting to the rise of conversational AIWhy local search is still a Google stronghold (for now)The importance of multi-channel visibility beyond GoogleHow brands can stay competitive in an AI-driven landscape⏱ Timestamps00:00 – Introduction & Welcome to Greg SterlingChristian sets the stage for a deep dive into AI, search, and consumer behavior.01:47 – The Evolution of AI and SearchGreg reflects on how AI tools have disrupted Google’s dominance and changed user expectations.02:54 – Consumer Behavior Insights from Recent ResearchWhat Greg’s surveys reveal about how U.S. consumers are using AI vs. Google.06:13 – Why AI Isn’t Winning Local Search (Yet)Consumers try local search with AI — but often go back to Google.07:26 – The Spectrum of AI and Search UsageAI and Google aren't mutually exclusive: consumers are blending tools based on their needs.10:11 – Product Research, Comparison & AI EfficiencyHow AI is better suited for product research and general queries — with real-world examples.13:27 – The Role of Agents and Transactional AICould AI eventually replace the entire research-to-purchase flow?15:24 – How Brands Can Prepare for AI-Driven DiscoveryWhy brand strength and multi-channel visibility are more important than ever.19:21 – The Growing Importance of Non-Google PlatformsFrom Yelp to TripAdvisor and TikTok — AI is pulling data from everywhere.23:31 – Short-Form Video & Content Consumption ShiftsHow TikTok and Shorts are driving top-of-funnel discovery — and what that means for brands.25:00 – Speculating on the Next 24 MonthsGreg’s informed predictions on where AI and digital discovery are heading.27:12 – The Risk of Content Being Bypassed by AIHow AI layers might obscure your brand — and what marketers need to understand.30:44 – Final Thoughts & Where to Find Greg OnlineChristian wraps the conversation and Greg shares how to follow his work at Near Media and Dialogue.📌 Key Sound Bites:"AI is changing the consumer journey.""People really like AI and ChatGPT.""Local search was way down at the bottom."🔗 Learn More and Level Up with Uberall Academy:📚 https://academy.uberall.com🔗 Discover What's Driving Consumers' Local Choices:💡 https://get.uberall.com/consumer-report/?utm_source=youtube&utm_medium=social&utm_campaign=all-cc-ent-st-2025-consumer-report&utm_content=en🏢 Follow Uberall on LinkedIn: https://www.linkedin.com/company/get-uberall/👤 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregsterling/🎙️ Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianarriola/#ai #localmarketing #searchtrends #consumerbehavior #digitalmarketing #localseo #localsearch Visit us at: uberall.com

How to Stand Out in Local Search — With Experts from Google

In this episode of Local Marketing Beat, Christian Hustle discusses the evolution of local search visibility with Google experts Lisa Landsman and Ashley Do. They explore how AI is transforming search behavior, the importance of maintaining an accurate Google Business Profile, and strategies for engaging customers effectively. The conversation also covers common mistakes businesses make, how to manage multiple locations, and actionable tips for improving visibility in local search.🔗 Learn More and Level Up with Uberall Academy:📚 https://academy.uberall.com🔗 Discover What's Driving Consumers' Local Choices:💡 https://get.uberall.com/consumer-report/?utm_source=youtube&utm_medium=social&utm_campaign=all-cc-ent-st-2025-consumer-report&utm_content=en⏱ Timestamps00:00 – The Evolution of Local Search and AI05:53 – Understanding Google Business Profile Optimization11:32 – Common Mistakes in Local Search Visibility16:46 – Engagement Strategies for Local Businesses22:36 – Measuring Success in Local Search28:22 – Actionable Tips for Improving Visibility🏢 Follow Uberall on LinkedIn: https://www.linkedin.com/company/get-uberall/👤 Connect with Ashley on LinkedIn: https://www.linkedin.com/in/ashleynhiendo/👤 Connect with Lisa on LinkedIn: https://www.linkedin.com/in/lisa-landsman-6076312/🎙️ Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianarriola/#seo #aisearch #marketing #googlebusinessprofile #google #locationmarketing Visit us at: uberall.com

How to Create a Thriving Online & Offline Community (Audio Only)

 
 

Local In-Store Meets Global Online: How Crocs Connects a Digital and Local Presence

In this episode of Local Marketing Beat, Amir Alsayegh from Crocs joins us to explore how the globally recognized brand embraces authenticity, self-expression, and comfort, all while scaling locally. Discover how Crocs balances global strategy with local impact, uses SEO to educate rather than just sell, and prepares for an AI-driven future.👟 Whether you're a Crocs lover or a sceptic, you'll want to hear this!🔗 Learn More and Level Up with Uberall Academy:📚 https://academy.uberall.com🔗 Discover What's Driving Consumers' Local Choices:💡 https://get.uberall.com/consumer-report/?utm_source=youtube&utm_medium=social&utm_campaign=all-cc-ent-st-2025-consumer-report&utm_content=en⏱ Timestamps00:00 – Intro: From digital presence to revenue02:15 – The passionate (and divisive) Crocs fanbase04:39 – Crocs’ authentic brand strategy & problem-solving07:05 – Real stories: how Crocs converts sceptics with comfort09:29 – Global presence, local relevance: how Crocs adapts by region11:54 – Listening to local communities & launching local-first collabs14:16 – SEO strategy: educating users on product benefits & variety16:38 – More than the classic clog: how Crocs is changing perceptions19:02 – Local SEO: bridging online and in-store with smart content21:25 – Connecting SEO to revenue: multi-touch attribution & insights23:47 – Meeting customers wherever they shop (Amazon, DTC, wholesale)26:10 – AI search & LLMs: how Crocs is preparing for the future of search28:38 – Data, design stories, and the new path to product discovery30:57 – Final thoughts: connecting with consumers who don’t yet "get it"33:17 – Where to explore more + Outro💡Key Takeaways* Crocs thrives by being boldly authentic, even when divisive.* The brand solves real-world problems with comfort-first design.* SEO focuses on education and inspiration, not just keywords.* Local SEO helps turn product discovery into in-store traffic.* Crocs is actively preparing for AI and LLM-driven search.🎓 Level Up Your SkillsExplore SEO, AI, and local marketing insights and certifications with Uberall Academy:https://academy.uberall.com🏢 Follow Uberall on LinkedIn: https://www.linkedin.com/company/get-uberall/👤 Connect with Amir on LinkedIn: https://www.linkedin.com/in/amiralsayegh/🎙️ Connect with Christian on LinkedIn: https://www.linkedin.com/in/christianarriola/#Crocs #LocalMarketingBeat #Uberall #SEO #AIsearch #FootwearMarketing #BrandAuthenticity #LocationMarketingVisit us at: uberall.com

How to Create a Thriving Online & Offline Community

In this episode of Local Marketing Beat, we’re joined by Areej AbuAli, founder of Women in Tech SEO, and Krystal Taing, Director of Solutions at Uberall, to explore how one of the most empowering communities in SEO went from a simple idea to a global movement.We discuss how WTS grew from a London meetup into a worldwide network with 10,000+ members, how brands can build trust and inclusion through community, and what marketers can learn from grassroots initiatives that genuinely connect people. If you care about digital marketing, SEO, or authentic brand-building, this one’s for you.👇 Timestamps below to jump into what interests you most:⏱️ Timestamps00:00 - Intro00:20 - Episode overview: Women in Tech SEO01:35 - How Areej founded the WTS community02:55 - From local meetups to global reach04:00 - When WTS became more than a meetup05:15 - Krystal’s early experience with WTS06:40 - Why this community feels different from other SEO groups07:55 - The power of member-led growth09:00 - Code of conduct and creating a safe space10:00 - What makes WTS so inclusive11:00 - How SEO, content, and newsletters drive visibility12:20 - Blending online and offline: Conferences and community14:00 - How community helps overcome the fear of networking15:20 - Practical tips for brands building community16:40 - Local examples: Gyms, meetups & micro-connections18:00 - Quality over quantity in community building19:00 - How to join or recommend Women in Tech SEO20:00 - Why free, supported communities matter21:00 - Final thoughts: The future of community marketing in the AI era22:30 - How brands can create spaces where real interaction thrives24:00 - Wrap-up & thanks🎓 Explore Uberall AcademyWant to level up your skills? Check out certifications and free marketing courses at https://academy.uberall.com👀 Subscribe for more insights on local marketing, community strategy, and brand growth.📍 Learn more at: https://www.uberall.com🎧 Listen to more episodes: Local Marketing Beat#WomenInTechSEO #CommunityMarketing #SEOMarketing #DigitalMarketing #Uberall #LocationMarketing #BrandCommunity #WTS #MarketingStrategy #InclusionInTechVisit us at: uberall.com

How KFC UK Is Winning Gen Z with Digital & Local Marketing

In this episode of Local Marketing Beat, we're joined by Jaime Arribas, Senior Marketing Technology Manager at KFC UK and Ireland, to explore how the iconic brand is evolving for the next generation. From bold beverage launches like Kwench to local SEO, social media, and AI-driven search strategies, this episode is packed with practical insights for marketers in the QSR space.🔍 Learn how KFC is turning Google Business Profile clicks into real foot traffic, boosting loyalty with online reviews, and measuring ROI across channels.👇 Timestamps below to help you jump to what interests you most:⏱️ Timestamps00:00 - Intro00:20 - Episode overview: KFC’s digital strategy00:50 - Meet the guest: Jaime Arribas from KFC01:40 - What it means to “build a brand for the next generation”03:30 - The role of Quench in engaging Gen Z04:30 - Importance of Google Business Profile & Apple Maps05:15 - 14% increase in direction clicks & review response strategy06:00 - Is it about loyalty or acquiring new customers?06:50 - How KFC promotes new products across channels08:00 - Budget balance: Traditional vs. social media09:00 - How KFC measures ROI from digital campaigns10:30 - Tracking Google Maps clicks to in-store revenue11:40 - The impact of AI-driven search on local marketing13:00 - One key takeaway: Listen and respond to your customers14:50 - In-store renovations & omnichannel brand experience15:40 - Wrap-up & where to learn more👀 Subscribe for more local marketing insights and brand strategy breakdowns.📍 Learn more at: https://www.uberall.com#LocalMarketing #KFC #DigitalMarketing #Uberall #QSR #SEO #SocialMediaMarketing #GenZMarketing #CustomerExperience #LocationMarketing

How to Master Local SEO in 2025: Exclusive Insights from Whitespark

In this Local Marketing Beat Podcast episode, we sit down with Darren Shaw, Founder of Whitespark, to dive deep into the Local Search Ranking Factors 2025 report and explore the latest trends shaping local SEO and location marketing. Darren shares expert insights on how businesses can adapt to Google’s evolving algorithms, AI-driven search changes, and engagement signals to maximize visibility and drive real revenue.We discuss essential ranking factors, Google Business Profile optimization, AI’s impact on local search, and how businesses should shift their SEO strategies to focus on conversions rather than rankings. Whether you’re a small business, multi-location brand, or local SEO expert, this episode is packed with actionable insights to help you stay ahead in 2025 and beyond.🔔 Don’t forget to subscribe and leave your questions in the comments!⏰ Timestamps:0:09 - Introduction to Darren Shaw & Whitespark0:46 - How Whitespark started and evolved into local SEO1:49 - Overview of the Local Search Ranking Factors 2025 report2:55 - Key changes impacting local rankings in 20253:41 - The role of Google Business Profile (GBP) optimization5:32 - Importance of engagement signals & behavioral metrics6:50 - AI-driven search and its impact on local SEO strategies8:21 - Mobile vs. desktop search trends & consumer behavior shifts10:05 - Why voice search & AI assistants are changing search habits12:49 - How AI personalizes search and what it means for businesses16:22 - The importance of best-of lists & diversifying reviews19:12 - How to optimize for Google’s Gemini AI & AI-generated search results22:02 - Why fresh content & Google Updates matter more than ever25:37 - Measuring local SEO success: rankings vs. revenue & conversions28:47 - How businesses can connect SEO performance to real revenue30:48 - Why rankings alone don’t define success in local SEO31:34 - Where to find Whitespark’s tools & resources📌 Connect with Darren Shaw:https://www.linkedin.com/in/darrenshawwhitespark/📌 Connect with Krystal Taing:https://www.linkedin.com/in/krystaltaing/📚 Explore More Insights in Uberall’s Learning Hub:https://uberall.com/en-us/resources🎧 Watch Our Recent Episode with Schuh on Local SEO Success:https://youtu.be/XDV-TyPSPOU#LocalSEO #SEOTrends2025 #GoogleBusinessProfile #Whitespark #LocationMarketing #DigitalMarketing #AIDrivenSearch #GoogleSEO #UberallVisit us at: uberall.com

Location Marketing Growth Hacks: Learn from schuh’s Success

🎥 In this episode of the Local Marketing Beat Podcast, we sit down with Jonny Gilpin, SEO Manager at schuh, to explore the strategies and insights behind schuh's highly successful approach to local SEO and location marketing in the UK and Ireland. Jonny reveals the tools, techniques, and thought processes that have significantly improved their online-to-offline customer journey, optimized store listings, and boosted their visibility across digital platforms.🔔 **Don't forget to subscribe and leave your questions in the comments!**⏰ **Timestamps:**0:00 - Introduction to Jonny Gilpin & schuh3:01 - Importance of location marketing4:30 - Driving online consumers to physical stores6:27 - Managing 120+ stores and directory challenges7:49 - Strategic optimization of store locator pages10:35 - Using AI in content strategy12:47 - The importance of customer reviews15:06 - Leveraging data for local SEO17:06 - Biggest challenges in managing store information18:18 - Successfully opening new store locations20:06 - Key results and analytics from Schuh’s local SEO efforts21:56 - Actionable insights for retailers & marketers24:04 - Future opportunities and leveraging business data27:01 - Wrap-up and connect with Jonny🔗 **Check out schuh's Case Study With Uberall:**https://uberall.com/en-us/customers/schuh-steps-ahead-with-uberall-how-local-seo-drives-real-world-impact🔗 **Check out Schuh:**https://www.schuh.co.uk📌 **Connect with Christian Hustle:**https://www.linkedin.com/in/christianarriola/📌 **Connect with Jonny Gilpin:**https://www.linkedin.com/in/jonny-g-43b7198a/#LocalSEO #LocationMarketing #DigitalMarketing #RetailSEO #Uberall #schuh #retailindustry Visit us at: uberall.com

How to Drive Revenue Through Location Marketing in 2025

How do you measure success in location marketing? Spoiler: It’s not just about rankings! 🚀 In this episode of Uberall's Local Marketing Beat, host Christian Hustle chats with two leading experts—Krystal Taing, an authority in local SEO and location marketing, and Stephanie Genin, a seasoned CMO focused on revenue-driven strategies—to tackle the challenges and opportunities in the ever-evolving landscape of location marketing.📥 Download the ROI Confessions Report:Discover how to unlock the true ROI of your location marketing efforts. Get your copy here: https://uberall.com/en-us/roi-confessions-report🔍 Timestamps:0:09 – Welcome to The Local Marketing Beat Podcast1:15 – Why the way we measure location marketing is broken3:58 – The biggest challenges for multi-location businesses7:49 – The impact of AI on location marketing and local SEO9:03 – The rise of social platforms like TikTok Places in local search12:00 – How consumer behavior is evolving with AI-driven search16:14 – Metrics that matter: Moving beyond rankings to revenue19:48 – End-to-end attribution: Tracking real-world impact25:04 – The growing importance of local social and Google Posts30:40 – Game-changer: What is the Location Performance Score (LPS)?35:50 – Expert takeaways: Starting with basics and embracing AI📊 What You’ll Learn:- Why focusing only on rankings is a mistake and what metrics really matter.- How AI is reshaping the consumer journey and search behavior.- Why reputation, reviews, and local social engagement are critical in 2025.- How Uberall’s Location Performance Score (LPS) connects marketing efforts to revenue.💡 Takeaways from Our Experts:[Krystal]: Start with the basics—visibility, reputation, and engaging content are your foundation.[Stephanie]: Be curious, experiment wisely, and turn your CFO and AI into your best allies.📱 Connect with Us on LinkedIn:Christian Hustle https://www.linkedin.com/in/christianarriola/Stephanie Genin https://www.linkedin.com/in/stephaniegenin/Krystal Taing https://www.linkedin.com/in/krystaltaing/📥 Got questions or want to discuss your strategy? Drop us a comment or connect directly with us at Uberall.comSmash that like button 👍 and subscribe 🔔 for more expert insights on location marketing.Share this episode with your team or network to spark ideas and discussion.#localseo #locationmarketing #marketingmetrics #aimarketing