The RANKABLE Podcast

Local SEO Advantages For Enterprise Ecommerce - Episode 89

FEATURING Michael Carini & Shantel Branch

In episode 89, Michael Carini, co-founder and CEO of Lastmile Retail, and Shantel Branch, Director of Client Strategy of iPullRank, join the show to discuss how local SEO can be used by enterprise brands to unlock another level in their marketing campaigns.

Michael shares insights on all of the missed opportunities that come from overlooking local search for large brands.

We also discuss how enterprises can leverage their retailers to maximize brand visibility.

Episode Time Stamps

  • [0:00] Intro
  • [5:38] Context is King
  • [7:04] Incorrect Information in Local Search
  • [8:22] How Google Prioritizes Location Signals
  • [10:20] Common Issues in Local Search
  • [12:45] The Opportunities That Come From Targeting Specific Locations
  • [14:08] What Should Be On Your Individual Pages
  • [15:20] How To Get the C-Suite to Take Action
  • [18:21] How Should Brands Leverage Their Retailers to Maximize Visibility
  • [20:42] What Data Can Brands Use From Their Retailers
  • [22:45] How to Find the Best Solution
  • [26:07] Challenges in Local Search
  • [28:18] Are Enterprise Brands Seeing Local as a Problem?
  • [31:35] How Can Enterprise Brands Improve Their Local Search Presence?
  • [37:00] Rapid Fire Rankings 🔥

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This Week's guests

Michael Carini

Title: Co-founder and CEO

Business: Lastmile Retail

Bio: Michael Carini is CEO of Lastmile Retail, which he co-founded in 2015 and has quickly grown to support Fortune 500 brands, retailers and global agency partners. Leading Lastmile’s strategic vision, Michael’s deep-rooted background in product development and management has helped transform the company’s offerings to a robust and holistic local marketing solution second to none in the presence management industry. A serial entrepreneur, Michael’s previous experience as a supplier and consultant to retailers led to the founding of Lastmile. He also managed product development at NASDAQ where he developed one of the first regulatory-compliant, cloud-based data storage solutions in partnership with Amazon Web Services. A proud graduate of Colgate University, where he graduated with honors with a B.A. in history, Michael is an enthusiastic volunteer in “Thought into Action” where he continues to mentor students on the fundamentals of entrepreneurship and teaches how to create successful ventures from the ground up.

Podcast References:

Shantel Branch

Title: Director of Client Strategy

Business: iPullRank

Bio: Shantel Branch has more than 15 years of Sales and Account Management experience within the advertising and marketing landscape. She has experience in numerous forms of media, including print & digital advertising, digital marketing, and professional development. For most of her career, she has successfully worked with Enterprise clients directly. Shantel leverages her vast knowledge base to develop and implement strategies that result in longstanding client relationships.

Podcast References:


Michael Carini’s Rapid Fire Rankings

Rank your top 3 anything:

  • Puppies
  • Skiing
  • Food

Rank your best SEO marketing win:

We’re proud of the work we’ve done in telecom specifically around real-time pricing and inventory.

Rank your top 3 SEO tools: 

Rank your best SEO trick or tactic:

Hyperlocalized content. Give the people what they want.

Rank what you love most about local SEO:

You’re actually helping businesses that matter.

Rank your best SEO learning resource:

Rank the top 1-3 SEOs or Marketers that you most look up to: 


Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.