Scrappy Marketing

02/14/2026

Some interesting changes on the horizon for Google Business Profile optimization. Thoughts on reviews, service descriptions, and our social media overlords.

If you manage a local business, here are some changes in Google Business Profile optimization to be aware of.

01/12/2026

Our 2026 DIY Local SEO Checklist is meant for small businesses who want to conduct their own local marketing audit. Complete with instructions and explanations for every field.

I made it because an audit should take your competitors into account and end with a gap analysis where you discover easy wins. Download it free and view all the details:

https://scrappy.agency/diy-local-seo-checklist

If you have any questions, feel free to reach out or comment.

DIY Local SEO Checklist & User Guide (2026 Edition) Your

01/08/2026

Most local service businesses are obsessing over reviews and posts while ignoring a few GBP tweaks that actually moved rankings in Q4 2025 tests.
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In this January 2026 breakdown, I share three changes that consistently improved visibility for landscapers, pool contractors, insurance agents, auto shops, plumbers, and solar companies: smarter secondary categories, service descriptions, and good old-fashioned NAP cleanup.
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If you manage a local service business and want scrappy wins you can implement in under an hour, this is for you:

Google Business Profile Optimization: What’s Working Now, January 2026 Edition

11/29/2025

After doing a deep-dive on... ahem... optimizing websites and content for helping them appear in AI-powered results... I have to say the need for a common term was one of the most glaring takeaways.

Others include:
- The ability of current tools to quantify potential traffic from specific queries (and therefore target/ignore them) is astoundingly poor.

- SEO professionals who think that just doing "regular SEO" will be enough are slightly wrong now, but will be catastrophically wrong in the near future.

- In the end, much like SEM, success will come from understanding and optimizing for intent.

08/24/2023

Great content example for mobile marketers!

The new joint AppsFlyer and TikTok For Business report will help you to connect to your goals and allow you to optimize towards what matters most.

08/11/2023

Some good insight from Freeman + Leonard on when to hire a Fractional CMO.

08/03/2023

Apparently some creatives in the UK had enough of the AI noise.

Sorry, couldn’t help myself with the title. Seems like we’ve become inundated with references to AI, prompt engineering cheat sheets, blog articles, ebooks, etc. I’ve been toying with AI as any marketer should interact with a new tool: With cautious optimism and a heavy dose of “wait and see...

08/02/2023

This one's definitely been rattling around in my head for a while! Quantify and make "Return on Distraction" on of your considerations.

Ideas Are Wonderful Things. They help us survey our options and make informed decisions about which next step is the best one for our particular business situation. The scrappy business, in particular, has to be idea-rich in the face of being resource poor. The truth is, most up-and-coming businesse...

07/29/2023

Oftentimes, new businesses jump right into spending on advertising before they're ready. Here's a helpful guide to make sure you're ready.

The Scrappy digital marketer's definitive guide to making sure you're prepared before spending money on digital advertising