What data should businesses really be showing on their website?

Local pack ads jumped from 1% to 22% of tracked searches. Joy Hawkins, owner and president of Sterling Sky, brings nearly two decades of local search expertise and over 1,000 documented ranking tests to explain what actually moves the needle as AI reshapes local visibility. The conversation covers non-link authority signals—social UGC, active YouTube channels, Google reviews, and industry awards—that now feed AI-powered local packs, the escalating penalty risk from scaled content and link building following recent core updates, and lead qualification frameworks built on call tracking, response-time automation, and integrated texting to separate real revenue from vanity metrics.

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