Podcast Summary: Service Business Mastery for Skilled Trades
Episode: âGoogle vs ChatGPT in Local Search and What Actually Ranks in 2026 with Darren Shawâ
Date: December 31, 2025
Host(s): Tersh Blissett, Josh Crouch
Guest: Darren Shaw (WhiteSpark)
Main Theme & Purpose
This episode examines the rapidly shifting landscape of local search for service businesses in the trades (HVAC, plumbing, electrical), focusing on what actually drives search rankings in 2026. With guest Darren Shawârenowned local SEO expert and founder of WhiteSparkâTersh and Josh take a deep dive into the battle between Google and ChatGPT (and their associated AI tools), unpacking what businesses need to prioritize to stay ahead. The conversation is lively, honest, and packed with actionable insights on reviews, AI, Googleâs dominance, and the role of video and content for local rankings.
Key Discussion Points & Insights
1. Darren Shawâs Background and WhiteSparkâs Role
- Darren gives an overview of his 25+ years in local SEO, running WhiteSpark (03:08), and creating the annual Local Search Ranking Factors Survey, considered the âbibleâ for ranking in Google local results.
- Quote: âHow to rank in Google's local results is really what I've been focused on for the last couple decades.â â Darren Shaw (03:12)
2. Whatâs New in Local Search Rankings for 2026
Review Recency is King ([07:48]â[09:44])
- Recent, frequent reviews now matter far more than sheer volume. Google prioritizes âhotâ businesses over those with a huge but outdated review count.
- Quote: âReview recency is a thing that we have now become aware of how important it is and how Google's algorithm has likely tweaked to give more emphasis on that.â â Darren Shaw (08:22)
- Ongoing, daily review collection is now critical for local service businesses.
Backlinks Are Decreasing in Importance ([10:10]â[11:13])
- Compared to 2023, backlinks (links to your site from others) carry less weight in local rankings.
- Quote: âLinks have definitely dropped in importance but reviews have gained in importance.â â Darren Shaw (11:02)
Diversifying Review Platforms for the AI Era ([12:24]â[13:46])
- While Google reviews have the most immediate impact on leads and rankings, diversification (getting reviews on BBB, Yelp, Facebook, Reddit, etc.) is now wiseâespecially as AI tools like ChatGPT may pull from various sources.
3. Google vs. ChatGPT: Who Wins in Local Search?
Googleâs Unbeatable Advantages ([12:24]â[15:23])
- Googleâs immense, high-quality data (Google Business Profiles), Chrome/browser data, and two decades of spam-fighting proficiency create a moat ChatGPT canât cross.
- ChatGPT is âhemorrhaging moneyâ and lags in accuracy and fresh data. Darren predicts Googleâs Gemini AI will eclipse ChatGPT fully.
Quote: âAt the same time, Google is raking in the dollars like they've never done before. They're making hundreds of billions... They have the funding to keep their engine going.â â Darren Shaw (12:54) - Real-world example: ChatGPT recommended restaurants that were closed, a mistake Google wouldnât make due to its richer local data (14:14).
The Interface of the Future: AI + Google Search Bar ([19:16]â[20:48])
- People are becoming accustomed to conversational search. Googleâs âwebguideâ is emergingâthe integration of traditional and AI search in one interface, making the ChatGPT prompt model likely obsolete.
- Quote: âWebguide is the clearest look about what the future of search is going to look like. In my opinion it is a hybrid. It is a combination of traditional search plus AI.â â Darren Shaw (19:56)
4. Content, Authority & Attribution in the AI Era
Do You Get Credit if Google AI Uses Your Content? ([21:11]â[22:31])
- If AI pulls your content, you may not get direct attribution, but continuing to publish authoritative content still boosts your relevance and can lead to being surfaced by the AI as users get more specific.
- Should you keep blogging? Yes! Content remains crucial for relevancy and authority, building trust with both users and AI systems.
YouTubeâs Growing Power ([22:31]â[25:29])
- Video content, especially on YouTube (owned by Google), is now a top strategy. LLMs and Googleâs AI ingest and surface video results, offering authentic, unduplicated content.
- Quote: âVideo is a very important strategy in 2026.â â Darren Shaw (25:12)
5. Practical Video Content Advice for Contractors ([27:42]â[33:09])
- Donât overthink video. Answer questions directly and authentically (no heavy scripting or editing needed).
- Answer frequently asked customer questions on cameraânatural, simple, and personal always beats stiff, overproduced content.
- Even casual, unscripted videos (e.g., Tersh in a suit, service techs participating in comments) can drive incredible engagement and thousands of subscribers.
Quote: âPretend the camera is a customer... Thatâs going to be so natural. You donât have to worry about being on camera.â â Darren Shaw (29:31) - Viral engagement often comes from offbeat or even âmistakeâ moments (e.g., holding a banana, wearing a suit, wardrobe malfunctions).
6. AI Tools, Automation, and Writing Authentic Content ([44:31]â[46:11])
- Use LLMs like Claude or ChatGPT as an amplifier, not a replacementâstart with your own spoken words or notes, then refine with AI.
- Authenticity and âinformation gainâ (sharing something new or in your own voice) is key.
7. Hot Tactics for 2026 Local Ranking
- Transparent Pricing: Put ranges, not just âcall for quote,â on your service pages (38:07â43:26). AI and users both value pricing transparency.
- Quote: âPlease... Absolutely put your pricing on your website.â â Darren Shaw (39:52)
- Pair video with blog content: Make a simple video on the pricing topic and embed it in your service/pricing pages.
- Lead Magnets/Email Lists: Nice to have, but donât expect huge traffic from email lists alone if youâre a local contractor (37:41â38:07).
- Stay focused: Prioritize content about high-revenue services you want to sell. Avoid diluting your authority with low-value or tangential topics (38:12â39:18).
Notable Quotes & Memorable Moments (with Timestamps)
- [08:22] Darren Shaw: âGoogle's algorithm has likely tweaked to give more emphasis on [review recency] because...they're looking to rank businesses that are hot.â
- [12:54] Darren Shaw: "Google is raking in the dollars like they've never done before."
- [15:39] Tersh Blissett: âI was frustrated because I was trying to create an image inside of ChatGPT ⌠Then I said, âOh, yeah, let me try Gemini ... and it just smashed all of them!â"
- [19:56] Darren Shaw: âWebguide is the clearest look about what the future of search is going to look like. It is a hybrid ⌠powered by Google on the back end.â
- [22:31] Tersh Blissett: âWhat about YouTube content?â
- [25:12] Darren Shaw: âVideo is a very important strategy in 2026.â
- [29:31] Darren Shaw: âDonât overthink it and donât script it. You are dead in the water.â
- [39:52] Darren Shaw: âPlease ⌠Absolutely put your pricing on your website.â
- [44:31] Darren Shaw: âYou should not go to Claude or ChatGPT and say write me a blog post ⌠and then copy and paste it onto your website. That is the wrong approach. The right approach is ⌠speak it in your own words first and then get it transcribed ⌠thatâs actually really critical and ⌠really good.â
Timestamps for Key Segments
- 03:08 â Darren Shawâs intro and WhiteSpark background
- 07:48 â Review recency and its new ranking dominance
- 10:10 â Declining importance of backlinks
- 12:24 â Review diversification & Google vs. ChatGPT
- 14:33 â Googleâs data power vs. ChatGPT errors
- 19:16 â The future: Googleâs AI-powered âwebguideâ search experience
- 21:11 â Attribution and content strategy in an AI world
- 22:31 â YouTube/video content and its impact on authority/SEO
- 27:42 â Practical, low-effort video strategies for contractors
- 38:07 â Blog topics: Focus, donât dilute your expertise
- 39:52 â Pricing transparency and its impact on leads/AI ranking
- 44:31 â Best practices for using AI in creating authentic content
Final Takeaways
- Google is still the dominant force in local search and will outpace ChatGPT due to its data, financial might, and integrated AI.
- Daily, recent reviews and authentic video content are the most powerful levers for local ranking in 2026.
- Use AI as a partner, not a replacementâinject your voice and experience for maximum impact.
- Publish transparent pricing and answer real customer questions on both your website and YouTube; embed video for the greatest visibility.
- Donât get distracted by tools and tactics. Focus on consistent, relevant, quality informationâand always stay authentic.
Resource:
For the comprehensive 2026 Local Search Ranking Factors Survey (Darrenâs âbibleâ for Google local rankings), visit the Whitespark ranking factors page.
This episode is essential listening for anyone in home services who wants to dominate local search as we move into the AI eraâfull of honest, no-nonsense advice from one of the fieldâs top experts, and delivered with warmth, humor, and practical clarity.
