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.