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Welcome to another blog post where we bring our expert interview session from the insides of The Blueprint Training to you. This time, featuring Joy Hawkins—one of the brightest minds in local SEO.
Joy isn’t just any SEO pro. She’s the founder of Sterling Sky, Local Search Forum and Local U, with years of experience helping businesses like law firms, home services, and medical practices crush their local rankings.
Her agency’s work has consistently set benchmarks in the industry, and her expertise is backed by data-driven case studies that prove what works.
If you’re in local SEO and you don’t know Joy, now’s the time to fix that.
In this session, Joy breaks down the strategies that matter—from building a rock-solid Google Business Profile to navigating the challenges of virtual offices and fake reviews.
This isn’t fluff; it’s actionable advice that you can take and use today to get results for your clients.
Why Your Location Still Matters
Let’s get one thing clear: Google cares a lot about your physical location. Joy emphasized how having a legit office location is critical for ranking in the local pack. And no, virtual offices and shared spaces won’t cut it—they’re more trouble than they’re worth.
When Joy’s agency helps clients open new locations, they go deep. From assessing competitor density to ensuring the location serves the right audience, every detail matters.
Pro Tip: Want to rank? Make sure your office is staffed and operational during business hours. No exceptions.
Google Business Profiles: The Survival Guide
Managing a Google Business Profile (GBP) isn’t optional—it’s a must for local SEO. But here’s the catch: one mistake, and your GBP could get suspended.
Here’s the checklist to avoid it:
- Legally register your business address.
- Keep documentation handy (lease agreements, utility bills, etc.).
- Ensure your business name and address are consistent across all platforms.
If your GBP gets suspended, it’s a nightmare to fix. Don’t leave this to chance.
The Truth About Citations
Citations used to be the backbone of local SEO, but their role has evolved. For Joy, it’s all about industry-specific directories. If you’re in the legal space, sites like Justia, Avvo, and FindLaw are non-negotiable.
The key? Go for quality, not quantity. Dumping your business info into random directories won’t get you anywhere.
Link Building: Joy’s Case Study
Joy didn’t hold back when talking about link building. While it doesn’t directly impact local pack rankings, it’s a powerhouse for organic SEO.
Joy’s Case Study: One client redirected a website with tons of backlinks to their domain. The result? A massive boost in organic rankings. Local pack rankings? Unchanged.
The lesson here is simple: link building is about playing the long game, and when done right, it delivers big.
Fake Reviews: Is the Risk Worth Taking?
Fake reviews might seem like an easy win, but Joy made it clear—they’re a bad idea. If Google catches you, your profile could be blocked from receiving new reviews for months.
What works instead?
- Reaching out to past clients with personalized scripts.
- Prioritizing genuine, positive reviews over quantity.
Joy also pointed out how inconsistent Google’s enforcement is, but don’t risk it—it’s not worth the headache.
Why Content Still Dominates
When it comes to content, Joy emphasized one thing: strategy over volume.
What to focus on:
- Build service pages for specific locations.
- Write state- or city-specific blog content.
- Prioritize content that converts, not just content for the sake of it.
If your content doesn’t speak directly to your audience, you’re wasting time and resources.
Tools of the Trade
Joy didn’t just share strategies—she also dropped some killer tools to help you execute:
- Places Scout for tracking local rankings.
- Local Falcon for quick ranking scans and grid-based tracking.
These tools let you see exactly where your efforts are paying off and where you need to adjust.
Wrap-Up
This session with Joy Hawkins was packed with actionable insights that can take your local SEO strategy to the next level. From mastering GBP to creating high-converting content, she laid out the playbook for dominating local search.
If you want to connect with Joy and keep learning from her, check out her X (Twitter) account at @JoyanneHawkins where she shares even more local SEO strategies.
Your Next Move
Here’s the truth: marketing today is a race, and first come, first serve is the name of the game.
If you’re not getting first-hand insights from industry experts like Joy, you’re falling behind.
Join The Blueprint Training and get access to expert interviews, proven strategies, proven SOPs, bootcamps, a supportive community, and a resource library packed with tools to help you scale your agency faster and
Click here to learn more about how you can join us and start getting results today.
