I had the privilege of attending LocalU 2025 in Nashville, TN, and the event delivered on both learning and connections. I met some incredible people in the industry and even got to meet Noah Learner in person (join The SEO community).

Below is a recap of each session and my takeaways:

Brad Wetherall: Advanced Google Business Profile Issue Resolution

Brad, former Director of GBP at Google, shared  tips on navigating Google Business Profile challenges like verification and suspensions. Very practical insights for all of us local seos.

Key takeaways:

• Gather strong L1 evidence (license, utility bill, signage photos) before hitting “Verify Now.”
• Master the “one-take video” to avoid repeated verification attempts.
• Avoid red flags like virtual offices or inconsistent NAP, which erode Google’s trust.

Why it matters: Businesses can waste weeks on GBP issues. Preparation and clarity save time and build credibility.

Noah Learner: Reporting That Shows ROI

Noah focused on reporting frameworks that actually matter to businesses, not vanity metrics like clicks/impressions/rankings.

Key takeaways:

• Move beyond rankings and impressions — tie reporting directly to conversions and revenue.
• Build dashboards that speak the client’s language so they see value in SEO.
  
  • Simple dashboards. One focus per page. Allow them to drill down if they desire.

Why it matters: Clear ROI reporting keeps clients engaged and proves SEO is worth the investment.

Oh - and understand the problem. Really understand it before trying to solve it.

Krystal Taing: Consumer Trust & Local Search Signals

Krystal presented findings from Uberall’s survey of 2,000+ consumers across multiple countries.

Key takeaways:

• Reviews remain the #1 trust factor (51% read them before visiting a business).
• Dealbreakers: bad reviews, unclear pricing, and outdated or missing info.
• AI is growing, but only 9% of consumers said an AI recommendation influenced their last local visit.

Why it matters: Even as AI grows, trust and accuracy still drive real-world decisions.

Andy Crestodina: Content That Converts

Andy’s talk centered on conversion-focused content strategy.

Key takeaways:

• Use social proof (testimonials, case studies, reviews) prominently on pages.
• Showcase trust factors (EEAT) in copy — author bios, credentials, and transparency improve conversion.
• Don’t just reverse-engineer AI tools; get back to basics by answering customer questions clearly.

Why it matters: It’s tempting to chase trends, but content that proves trust and addresses customer needs always wins.

Below is a great way to try to reverse engineer what people are actually looking for.

Joy Hawkins: Mimicking Reddit for Local SEO

Joy highlighted how Reddit-style content can influence rankings and AI overviews.

Key takeaways:

• Use storytelling and case studies to connect with readers.
• Forget word count myths — content doesn’t need to be long, it needs to be useful.
• Add visuals and infographics that people actually want to see to improve clicks and conversions.

Why it matters: Google rewards content people engage with, not just content stuffed with keywords.

Brandon Schmidt: Building Human Connections in SEO

Brandon’s presentation reminded us that relationships matter as much as rankings.

Key takeaways:

• His SEO hierarchy of needs prioritizes leads over clicks and impressions.
• During pivotal moments (first 90 days, dips in leads, staff changes), over-communicate and build trust.
• Celebrate wins and connect personally with clients, not just professionally.

Why it matters: SEO success isn’t just technical — it’s about earning trust and influence within client relationships.

Cindy Krum: TikTok Optimization

Cindy brought insights into TikTok’s growing role in search behavior.

Key takeaways:

• TikTok is a rising discovery platform (younger people know this already).
• Businesses should optimize for short-form, searchable content that can appear in TikTok search results - Focus on your brand.
• TikTok SEO may not replace Google, but it’s becoming a powerful parallel channel that also includes a profile that looks like a website.

Why it matters: SEO is no longer just about Google. Multi-channel presence is essential to being discoverable.

Final Takeaway

Across all sessions, the message was clear:

Don’t chase SEO for its own sake. Focus on conversions, trust, and being where your customers are.

Whether it’s Google, AI tools, or TikTok, the fundamentals remain the same: provide useful, unique, trustworthy content that resonates with your audience.