Meet the Local University Faculty
Joy is the owner of the Local Search Forum, LocalU, and Sterling Sky in Canada. She is also the author of the Expert’s Guide to Local SEO, which is an advanced training manual for people wanting a detailed look at what it takes to succeed in the Local SEO space. She has been working in the industry since 2006. She has a monthly column on Search Engine Land and enjoys speaking regularly at marketing conferences such as SMX, LocalU, Pubcon, and Mozcon. You can find her on Twitter or volunteering as a Product Expert on the Google My Business Forum.
Mike has been involved with offering web services since 1995. Prior to specializing in web design and search consulting in 2001, Mike was a principal in a family owned & operated retail business for over 30 years. Like all small business owners attempting to market to a fragmented clientele, he was continually frustrated by the barriers & costs imposed by the advertising options available. Shortly after Google Maps was released in 2004 he threw out his 9 Yellow Page books and started focusing on Local Search. Mike helped co-fund Localu in 2009 and co-founded GetFiveStars.com in 2012. He presents nationally at search conferences and writes a regular column at Streetfight Magazine with David Mihm. During the week, you can find him at his blog, Understanding Google Maps and Local Search, where he writes about local search and its impact on the business community and at the GatherUp.com blog where he writes on issues surrounding reviews and reputation.
Mary has been involved in all aspects of SEO since 2003 and has always been intrigued by Local Search. With a background as a serial entrepreneur, she always tries to approach Local Search and Internet Marketing in a practical way and from a small business owner’s perspective. She enjoys educating others on Local Search and speaks frequently on the topic.
Joel Headley leads PatientPop Labs, a team dedicated to testing and implementing innovation within the PatientPop practice growth platform. The company’s platform helps practices thrive by attracting new patients, streamlining the front office, and improving communication with patients. Joel brings more than a decade of experience at Google to his role, where he worked on web and local search products, managed support and operations teams that partnered with top publishers, and helped position businesses online.
Darren founded Whitespark in 2005. The company specialized in web design and development, however, Darren’s passion and curiosity for all things local search led Whitespark to focus primarily on local SEO in 2010 with the launch of the Local Citation Finder, followed by the Local Rank Tracker.Darren is widely regarded in the local SEO community as an innovator, one whose years of experience working with massive local data sets have given him uncommon insights into the inner workings of the world of citation-building and local search marketing. Darren has been working on the web for over 17 years and loves everything about local SEO.
Aaron Weiche is the CEO for GatherUp.com, a customer feedback and online review platform. Aaron is a digital marketing veteran of over 18 years growing agencies small and large in executive and partner roles. Aaron has built and optimized hundreds of websites for companies and organizations of all sizes. He helped found the MnSearch Association, is a faculty partner at Local University, Google Analytics Certified, and speaks nationally on search marketing, social media, reviews, web design and mobile. Aaron also blogs on local digital marketing at AaronWeiche.com.
Carrie is a Local SEO Analyst at Sterling Sky, Inc. and the Community & Event Manager for LocalU. She started her journey in SEO in 2006 with a boutique agency dedicated to lodging websites. Over the next 9 years she’d work her way up to Director of Marketing and managing an 11-person team of experts. Looking for a new challenge in a variety of niches, Carrie reached out to her mentor Mary Bowling, and they operated Ignitor Digital – an agency specializing in Local Search Audits until she joined Sterling Sky in 2020.
Carrie’s expertise in Technical SEO and aptitude for puzzle solving and organization help keep client work and LocalU events and features on track. Find a website issue here or at the Forum? Reach out to her at email@example.com.
Cindy Krum is the CEO and Founder of MobileMoxie, LLC. MobileMoxie was founded in 2008, and offers suite of cutting-edge online mobile web and app marketing tools, as well as providing individualized consulting for clients. She brings fresh and creative ideas to her clients, providing on-site training and workshops, as well as speaking at national and international conferences on a regular basis.
Greg Gifford is the Vice President of Search at SearchLab, a boutique Local SEO agency company that provides digital marketing services to SMBs all over the country. He’s got over 17 years of online marketing experience and is an international conference speaker, teaching thousands of small business owners and marketers how to get their sites to show up higher in local search rankings.
Claire has worked both client and agency side over the years, with the last 10 years spent running her own business, Claire Carlile Marketing, offering freelance SEO and digital marketing services to a range of small and medium-sized businesses both in the UK and abroad. She’s worked with businesses to deliver positive life and business changing results for companies in tourism, hospitality, and e-commerce. Claire has worked in digital marketing for over 20 years, primarily in the SEO and local SEO space. She’s a fellow of the Chartered Institute of Marketing, a Chartered Marketer, has an MSC in marketing.
Colan started in the local SEO world back in 2010 and is also deemed a product expert by Google as a Top Contributor on the Google My Business Forum. He is a contributor to Moz’s famous Local Search Ranking Factors survey and is a former Google MapMaker Regional Lead.
Like Joy, he is obsessed with everything related to Local Search and is active on many online communities including the Local Search Forum where he is a moderator.
Jason Brown is a Local SEO Specialist at Sterling Sky. He is an expert on finding and eliminating Google Maps spam and is also a Google My Business Product Expert on the Google My Business forum. He spends his free time battling fake online business reviews. He has over 13 years working in SEO and is a leading expert on online reviews. He is also a columnist for SEMrush and a regular speaker at Pubcon.
Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently Director of Product at Reputation.com where he and his teams are integrating location-based marketing with reputation management and customer experience. Adam contributes regularly to publications such as Search Engine Land, participates in Moz’s Local Search Ranking Factors survey, and regularly speaks at search marketing events such as Search Marketing Expo (SMX) and State of Search as well as industry specific events such as HIMSS. Follow him on Twitter @phixed.
Blake is the President & Founder of RicketyRoo Inc, a local SEO agency based in Bend OR. He has more than 13 years of local SEO and paid search marketing experience working with small businesses to 50+ location brands. He speaks at digital marketing conferences across the US about local SEO and he’s watched The Office more than 55 times.
Dana typed her first line of code in 1982, knew from a young age that she wanted to be an entrepreneur, and has been giving talks and presentations since 1998. The Internet has always been a source of opportunity and challenge for Dana, and the three businesses she has owned have all taught other entrepreneurs and organizations how to benefit from digital-first marketing.
When Dana owned a web design and development shop in 2000, clients started asking her, “how do I get more people to come to my website?” Search Engine Optimization (SEO) introduced Dana to a brave new world of marketing, and to a large community of marketers, SEOs, business owners, and other speakers. Because she has always been future-focused, Dana paid attention to proven principles instead of quick tips, and to this day, not a single one of her clients have been affected by a Google penalty.
Her focus on the future contributes to the topics Dana speaks on, and she is often asked to cover emerging techniques because her digital marketing agency is committed to pushing for better opportunities for its clients. This commitment means that Dana always has new tests and experiments to incorporate into talks and presentations. Dana was also nominated as “SEO Speaker of the Year” in 2018, by Search Engine Land.
Dana lives on Treaty 6 land in Edmonton, Alberta with her wife and three cats (who have 2.5 tails between them). In her spare time, she yells at football players — especially the Hamilton Tiger-Cats.
Krystal has spent the last decade working in SEO and e-commerce with a focus on local since 2014. Krystal leads Local Product Strategy at Rio SEO for global enterprise brands across thousands of locations in finance and insurance, retail, hospitality, healthcare, and more. She is also a Google My Business Gold Product Expert. Her experience devising local strategy aids multi-location brands in solving their most persistent marketing challenges. This includes improving organic visibility, search rankings, and online-to-offline traffic. Krystal is a respected authority on performing local searches and a resource for marketers and businesses.
Andrew is CEO of LocalSEOGuide.com a leading SEO consultancy with a specialty in Multi-Location & Enterprise SEO for 10+ years.
Andrew is editor of the Local SEO Guide blog which includes their definitive Local SEO Ranking Factors study. He has been a regular contributor to SearchEngineLand and co-founder of BayAreaSearch.org, the association of Bay Area search marketing professionals.
Andrew has over 20 years of experience in the Internet. He was a founding member of NBC’s Internet group and former GM of NBC.com. He helped start Insider Pages, a pioneering local-social search engine, which was acquired by CitySearch in 2006.
Tom’s interest and involvement in local search began in 2006. Since then he has worked with dozens of businesses in several verticals, helping to improve their presence online. Many of the businesses he has worked with are in the home services industry. The rapid expansion of Google Local Services ads in 2017 is something he has been following closely and helping businesses understand.
Martha van Berkel is the CoFounder and CEO of Schema App. Schema App translates website content into the language of search engines so content can be understood by search engines resulting in more traffic and more leads. Only Schema App has an enterprise-grade solution that works with all websites, all content, without an IT Developer.
Martha and her team do structured data 365 days a year. She uses her expertise to educate her clients, and help the search community do proper, connected schema markup.
Prior to Schema App, Martha was a Senior Manager at Cisco Systems for 14 years responsible for the global online support strategy. During her career at Cisco she was an intrapreneur, starting new organizations, or introducing new technology to Cisco’s global customers and partners.
Martha has a degree in Applied Mathematics and Engineering, attended MIT for Innovation and Strategy, and is a rower and a Mom of two energetic kids.
Dave has been in the digital space for over 15 years now, dating back to high school, where he created his first website for a robotics class. As a hobby in college and shortly thereafter, he created and maintained various sports forums and blogs, before moving on to a professional role for an SEO agency. Starting out as an Analyst doing reporting and link building, Dave worked his way up to the Senior SEO Specialist role, where he worked on the technical SEO for the agency’s corporate sites.
In May of 2019, Dave took his talents and passion for local SEO to Canada, and joined the Sterling Sky team. (Joy claims this to be her best hire of all-time) Joy’s Note: Dave wrote this, not me.
Dave is an active member in the ‘SEO Twitter’ community, talking all things technical and local SEO. He is also a Google Local Guide and Google Trusted Tester, so his finger is always on the pulse of breaking news and strategies in the industry.
When he’s not working, Dave enjoys spending time with the fam, hiking, playing hoops (has a sick jump shot), and collecting vintage sports memorabilia.
Dan is a data-driven marketer with over a decade of experience in search. Having worked both in-house and agency side, Dan works to drive business results for Local SEO Guide’s clients, where he runs the day to day operations as VP. In his spare time, Dan primarily spends his spare time hanging out with his wife and daughters. He enjoys sick gainz, good whiskey and beer, nerd culture, and amazing food. Weirdo.