Local Marketing Beat #29 | Mastering Google Business Profiles & Local Visibility in the AI Era

In this episode of Local Marketing Beat, host Christian Hustle speaks with Joy Hawkins, founder of Sterling Sky and a globally recognized expert in local SEO. The discussion uncovers how businesses can maximize Google Business Profiles (GBP) for visibility and conversions while preparing for the impact of AI-powered search.

Joy explains the factors that matter most for GBP rankings—business names, hours, and the steady flow of new reviews—while also revealing overlooked opportunities like filling out services, optimizing photos in visual industries, and engaging authentically on Reddit. The conversation also explores how AI tools such as ChatGPT are influencing discovery, reputation, and conversions, and why systematic processes are essential for multi-location brands.

🔑 Key Takeaways:

• Google Business Profiles remain the cornerstone of local visibility

• Reviews must be consistent and ongoing to maintain rankings

• AI engines are starting to shape discovery, but Google still dominates local leads

• Reputation signals on platforms like Reddit and awards sites can influence AI results

• Multi-location brands need scalable processes to track and manage engagement signals

⏱ Timestamps

00:00 Introduction & Joy Hawkins’ background

01:28 The shift from Google to AI-driven search

03:02 Engagement tactics: calls, texts, and conversions

04:57 Early results from ChatGPT for local businesses

06:33 How reviews appear in AI Overviews

07:41 Reddit’s growing role in reputation & visibility

08:54 Conversion trends from AI vs Google leads

10:20 Why awards and niche content influence AI rankings

11:41 Balancing informational vs “money” content

11:49 Top 3 factors for GBP rankings (name, hours, reviews)

14:51 Overlooked GBP elements like services

15:36 Data consistency, citations & AI quirks

17:13 Could AI create a GBP competitor?

18:50 Future of local discovery: calls, products, and bookings

19:27 Tracking ROI across Google & AI engines

21:13 The challenge of forecasting AI-driven leads

21:59 Myths & misunderstood tactics (photos, industries)

23:18 Visual industries and the power of photos

24:25 Biggest opportunity now: managing reputation on Reddit

25:50 Where to learn more