Field notes on local search from the team running the accounts — what moved, what didn't, and the data behind both.
Why focused, single-purpose sites are outperforming sprawling ones in local search — the strategy behind the microwebsite, the four archetypes, the economics, and when it is the right move.
Read the pieceFranchise rules, brand control, or a dead-end corporate site can block an owned property. Local growth still works — if GBP, reviews, directories, and outreach carry the job a website usually does.
Not every focused site is built the same way. The four archetypes — service vertical, geographic, customer segment, and event — each target a different search pattern and carry different economics. Here is how to tell which one fits.
A focused site is an asset, not a campaign line. Here is where the money actually goes, how the return compounds, and how to model payback before you commit.
The four-phase path from decision to live asset — market intelligence, architecture, launch, and scale — and what separates a property that ranks from one that just exists.
Impressions and rankings are leading indicators; calls, booked work, and cost per acquisition are the point. A three-tier framework that runs measurement all the way to ROI, without fooling yourself.
A focused site is the wrong instrument as often as the right one. The five conditions that should stop a build — and what to do instead.
Roughly twice a month. Local search only. No sequences, no pitch.
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