Writing
On local SEO, the Map Pack, and what actually moves rankings.
Long-form essays on how local search works in 2026, what tactics stopped working, and why structural alignment outperforms every other approach. Written for operators, not for search engines.
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What the Google Map Pack actually is (and why it beats regular search)
The three results in the map box at the top of local searches. How they get picked. Why they matter more than organic rankings for most local businesses.
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Why your Google Business Profile and your website need to agree
Google ranks local businesses by cross-referencing the GBP against the website. Most local businesses have a gap between the two. Closing it is what gets you into the Map Pack.
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Local SEO tactics that stopped working in 2022 (but agencies still sell)
Directory submissions, PBN backlinks, exact-match domains, citation building — things that used to move rankings and now mostly don't. What's replaced them.
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