Summary4 min read

Podcast Summary: Voices of Search

Episode: What's your first 90-day playbook to improve visibility within your local market?
Date: December 6, 2025
Host: Tyson Stockton
Guest: Helen Pollitt (iStock)

Episode Overview

This episode of Voices of Search dives into the ideal 90-day SEO playbook for boosting the visibility of a local business. Host Tyson Stockton and guest Helen Pollitt break down practical, strategic steps for anyone stepping into an SEO director position at a local agency. Their conversation emphasizes a people-first approach, rigorous data analysis, technical website health, competitive research, and developing unique messaging strategies.

Key Discussion Points & Insights

1. Start With Your People (00:55)

Helen's first priority is ensuring the team is fairly compensated and valued.
- “Very first step would be to make sure that all of my team are getting paid a fair wage, making sure they're getting paid what they're worth.”
Reasoning: Agency environments tend to be fast-paced; burnout is common, so taking care of staff is foundational to long-term SEO success.

2. Analyze Existing Data (00:55–01:26)

Leverage the brand’s current presence:
- Investigate what’s working, what’s failing.
- Use data to identify success and failure points before making new plans.
- “Start with the data, make sure that you're understanding the success points, the failure points and build from there.” — Helen (01:10)

3. Technical Site Audit (01:26–01:33)

Ensure the website is technically sound.
- “You can't go anywhere if your website is falling down around you from an SEO perspective.” — Helen (01:28)
Prioritize fixing technical SEO issues as a precursor to any visibility push.

4. Competitive Analysis and Market Gaps (01:33–01:56, 03:24–03:55)

Identify who the key competitors are, what they're doing well, and where they're lacking.
Focus on finding and capitalizing on market gaps by analyzing:
- Usual selling propositions (USPs)
- Competitor strengths and weaknesses
- “What is the competition doing? What are they not doing so well? Where are the market opportunities there that we can capitalize on?” — Helen (01:36)

5. Messaging and Consistency Across Platforms (01:42–01:56)

Ensure consistent communication of USPs across all platforms and channels.
- “Are we talking about them consistently on all of the platforms where we're present?” — Helen (01:46)
The goal is to clearly articulate how the business fills gaps competitors leave open.

6. Unique Advantages of Local Businesses (03:24–03:55)

In local SEO, businesses usually know their competitors intimately, allowing for more focused and strategic messaging.
- “The beautiful thing about local businesses is that you tend to really know who your competitors are.” — Helen (03:24)

7. Closing Reminders: People First (03:58–04:13)

Tyson reiterates Helen’s initial point:
- “Take care of your people first. Recognize who's doing the work.” — Tyson (03:58)
Helen echoes the sentiment, highlighting the importance of supporting agency staff to prevent burnout.

Notable Quotes & Memorable Moments

On People Management:
- “Very first step would be to make sure that all of my team are getting paid a fair wage...” — Helen (00:55)
On Data-Driven Approach:
- “Start with the data, make sure that you're understanding the success points, the failure points and build from there.” — Helen (01:10)
On Technical SEO:
- “You can't go anywhere if your website is falling down around you from an SEO perspective.” — Helen (01:28)
On Competitive Positioning:
- “What is the competition doing? What are they not doing so well? Where are the market opportunities there that we can capitalize on?” — Helen (01:36)
On the Advantage of Local Knowledge:
- “The beautiful thing about local businesses is that you tend to really know who your competitors are.” — Helen (03:24)
On Agency Life:
- “Agencies can be such a fast paced environment and people can get burnt out so very easily.” — Helen (04:05)

Key Segment Timestamps

00:55 — Helen’s 90-day playbook: People first, Data, Technical SEO
01:33 — Importance of technical health and competitive analysis
03:24 — Unique positioning in local markets and competitor understanding
03:58 — Tyson and Helen’s emphasis on team well-being

Takeaways

Prioritize people: A healthy, supported team is the backbone of successful SEO.
Let data guide you: Audit what's working and what’s not before implementing new initiatives.
Fix technical foundations: No SEO improvements stick without a technically sound site.
Know your competition: Local businesses have the advantage of intimate competitor knowledge.
Consistent messaging: Communicate your USPs clearly and everywhere customers may find you.

This episode offers a practical, human-first SEO playbook for new leaders aiming to quickly make an impact in local markets—reminding listeners that the success of your strategy starts with your people.

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Transcript8 lines

[00:00]
A
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com welcome to the Voices of Search Podcast. A member of the I Hear Everything Podcast Network, ready to expedite your company's organic growth efforts. Sit back, relax and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
[00:44]
B
Next one is we're going to be looking at a game plan. So you're hired as the SEO Director for a local marketing agency. What's your first 90 day playbook to improve visibility within your local market?
[00:56]
C
I think very first step would be to make sure that all of my team are getting paid a fair wage, making sure they're getting paid what they're worth. But beyond that I would then look at, well, what's been successful so far and what hasn't been successful because obviously it's a, it's a brand that's got existing presence. So it's good to start with the data and build from there really. So first step, look at the data, make sure that you're understanding the success points, the failure points and build from there. As with everything, I would also make sure that technically the website's in a good state because you can't go anywhere if your website is falling down around you from an SEO perspective. And then I'd really look at, well, what is the competition doing? What is the competition doing? Well, what are they not doing so well? Where are the market opportunities there that we can capitalize on? What are our USPs? Are we talking about them? Are we talking about them consistently on all of the platforms where we're present, etc. So really kind of looking for where is that gap in the market and how can we best engage through it?
[01:57]
D
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[03:25]
C
The beautiful thing about local businesses is that you tend to really know who your competitors are. And I think that's a really great position to be in because you probably know quite a lot about your competitors and you understand their limitations as a brand in their offerings and their products. And so you can kind of make sure that you're messaging around what you do offer and how you are filling that gap in the market. So yeah, I think that's it. Start with the data, move on to making sure technically you're well shored up, and then move on to looking at USPs and competitors in the market.
[03:58]
B
Well, and also to your first point though, take care of your people first. Recognize who's doing the work.
[04:06]
C
Absolutely. Agencies can be such a fast paced environment and people can get burnt out so very easily. So yes, make sure you're taking care.
[04:13]
B
Of your people 100% well with that. That's going to wrap up this episode of the Voice of Search podcast. Thanks again to Helen Pollitt from iStock for joining us. If you'd like to contact Helen, you can find a link to her LinkedIn profile in the Show Notes or be sure to check out her company's website@istockphoto.com if you haven't subscribed yet and want a daily stream of SEO and content marketing knowledge in your podcast feed, hit that subscribe button on your podcast app or on YouTube and we'll be back in your feed soon. So with that, that's all for today. Look forward to seeing you in the next episode. Sam.