Andrew Shotland on What To Know About Local SEO, Consulting For Big Companies, and Favorite Tools.

From NBC to SEO Consulting

Andrew’s story starts back when the internet was just taking off. "I was at Showtime Networks when the internet first became kind of a thing," Andrew explained. He then transitioned to NBC, where he worked on all sorts of digital projects. But his journey into SEO came when he co-founded a company called Insider Pages, an early Yelp competitor.

At Insider Pages, Andrew learned firsthand how impactful SEO could be. "We went from zero traffic to 5 million people a month within months," he said. This success allowed him to raise capital from top-tier VCs like Sequoia Capital and SoftBank. However, after a costly website redesign mishap, the company eventually sold, and Andrew was fired. Yet, this setback propelled him into a successful SEO consulting career.

Building Local SEO Guide

What really sets Andrew apart is his ability to bridge the gap between large corporations and small businesses. He started out consulting for big names like the LA Times and Bing Maps, but he also found value in working with smaller local businesses. "I was biased towards the bigger ones for a while because they were just easier to handle. But I also realized that smaller companies had bigger problems in terms of SEO," he shared.

Today, his agency helps businesses of all sizes, from multi-location brands to local shops. "Our target customer is anyone with a website and a budget," Andrew said. This approach has allowed him to build an agency that’s adaptable to both strategic consulting and hands-on execution.

Lessons for Multi-Location Businesses

If you’re running a multi-location business, SEO can be a game changer. According to Andrew, one of the most important things is to have a well-thought-out content strategy. "You need a content strategy that includes location pages, and you need to understand the intent of queries," he advised. This means creating unique content that resonates with how people search locally. For pest control companies, for example, you might create separate pages for "termite inspection in Houston" or "rodent control in Dallas."

Additionally, Andrew emphasized the importance of managing Google Business Profiles (GBP) correctly. "The big secret... GBP management takes about 10 minutes a month to manage," he said. Many agencies overcharge for this service, when in reality, it’s about keeping your categories, services, and reviews up to date.

SEO Tools and Scaling Your Agency

Over the years, Andrew’s agency has grown, especially during the COVID-19 pandemic when more businesses shifted online. "We doubled within six months," he said. During this time, his agency developed its own tools to better serve clients, including grid-ranking tools to monitor local search results. "We're becoming like a little SaaS company," he joked, as his team now licenses these tools to other agencies.

When asked about essential tools for any SEO expert, Andrew mentioned using Screaming Frog and Google Search Console for site audits and data analysis. He also recommends SEMrush or Ahrefs for more advanced keyword and competitor research.

The Importance of Empathy in SEO

One of the things that stood out most during my conversation with Andrew was his empathy for clients. Having experienced the highs and lows of business firsthand, he’s able to relate to the frustrations that many business owners face. "I lost my job. I understand that this is important to you," he said. This empathy has been a key factor in his success, allowing him to connect with clients on a deeper level.

At the end of the day, Andrew sees his role as helping clients make money, not just optimizing their websites. "My job is to make you money, not to play by the rules," he said. And with that mindset, he’s built a business that thrives on both innovation and practical results.

Final Thoughts Local SEO is a competitive game, but as Andrew’s story shows, with the right strategy and tools, any business can scale. Whether you’re a single-location pest control company or a multi-location franchise, the fundamentals of local SEO—content, Google Business Profiles, and understanding customer intent—remain the same. And if you want to take it to the next level, don’t be afraid to experiment with new techniques and tools.

If you’re looking to grow your business through SEO, take a page out of Andrew’s playbook: understand the rules so you can break them when needed, and always be ready to adapt as the digital landscape evolves.

For more insights, check out Andrew’s work at Local SEO Guide and stay tuned for the launch of SERP Summary, a new tool for tracking search engine results in home services, coming in September.

Full podcast episode here: