The Acquisition That Shaped Local SEO
In December 2019, a significant moment in the local SEO industry unfolded as Sterling Sky, founded by Joy Hawkins--a prominent contributor to Search Engine Land and recognized local search expert--announced the acquisition of LocalU. This strategic move consolidated some of the most influential voices in local search under one organizational umbrella, reshaping the landscape of local SEO education, community, and thought leadership.
The acquisition represented more than a business transaction; it signaled the coming together of key industry pioneers who had shaped local SEO practices for years. Sterling Sky's commitment was to continue growing and developing LocalU while maintaining the high standards of quality and expertise that had made the platform influential within the digital marketing community.
Sterling Sky's official announcement detailed the strategic vision behind bringing these industry leaders together. The move positioned the combined organization to serve the growing demand for expert local SEO guidance as businesses increasingly recognized the importance of local search visibility.
For marketers and business owners seeking to improve their local search rankings, this consolidation of expertise meant access to comprehensive resources and proven strategies from recognized authorities in the field.
Joy Hawkins: The Visionary Behind Sterling Sky
Joy Hawkins stands as one of the most recognized figures in local search optimization. With a career spanning since 2006, she has established herself as a leading authority on local SEO strategies, Google Business Profile optimization, and local search algorithm changes.
Industry Contributions
Her contributions to the industry extend across multiple platforms and publications. As a regular contributor to Search Engine Land, one of the most respected publications covering search marketing, Hawkins has helped educate countless marketers and business owners about the intricacies of local search optimization. Her writing covers topics ranging from Google Business Profile best practices to emerging trends in local search.
Conference Speaking
Beyond her writing, Hawkins is known for her active participation in the search marketing community. She regularly speaks at major industry conferences including:
- MozCon
- LocalU
- Pubcon
- SearchLove
- State of Search
These speaking engagements have allowed her to share her expertise with live audiences and contribute to the professional development of SEO practitioners worldwide.
Google Product Expert Recognition
Her role as a Google Product Expert, particularly at the Gold level, demonstrates her deep technical knowledge of Google Business Profile. This recognition places her among an elite group of individuals who have demonstrated exceptional expertise in helping others navigate Google's local business tools and understanding how local search results are determined.
Hawkins also owns the Local Search Forum, an online community where local SEO professionals and business owners discuss strategies, share experiences, and seek advice on local search challenges. This community has become an invaluable resource for practitioners seeking practical guidance on optimizing their Google Business Profile.
LocalU: A Decade Of Local Search Excellence
LocalU was founded in 2009 by several well-known experts in the local search industry. Over its first decade, the platform established itself as a premier destination for local SEO education, community engagement, and industry discussion. The organization hosted events, produced podcasts, and published content that helped shape how marketers approached local search optimization.
Platform Offerings
The organization provided multiple resources for local SEO practitioners:
Events: LocalU hosted in-person and virtual gatherings that brought together industry experts and practitioners for learning experiences. These events provided opportunities for knowledge sharing, networking, and professional development.
Podcast: LocalU's podcast became a respected source of local SEO insights, featuring interviews with industry experts and discussions of emerging trends and best practices.
Weekly Videos: Regular video content helped practitioners stay current with developments in local search and learn practical optimization techniques.
Community Value
Unlike general SEO advice, LocalU's content specifically addressed the unique challenges of ranking businesses in local search results--the kind of search results that appear in the "local pack" and Google Maps when users look for products or services near their location. This specialized focus made LocalU an essential resource for businesses that rely on local customers.
LocalU's faculty page documents the platform's history and the expertise of its leadership team.
The Sterling Sky All-Star Team By The Numbers
Since 2006
Year Joy Hawkins began her SEO career
2009
Year LocalU was founded
Since 2003
Year Mary Bowling began SEO work
5
Gold-level Google My Business Product Experts on the team
Key Team Members Joining Through The Acquisition
Mike Blumenthal
Mike Blumenthal became the leader of LocalU's podcast and weekly video content following the acquisition. His involvement represented a significant addition to the Sterling Sky team, given his longstanding reputation as a local search industry pioneer.
His credentials include:
- Google My Business Gold Product Expert
- Co-founder of GatherUp (customer feedback platform)
- National presenter at search conferences
- Industry leader in local search since the early days
Mary Bowling
Mary Bowling joined the Sterling Sky team in January 2020 to assist with LocalU events and planning. Her background in SEO stretches back to 2003.
Her contributions include:
- Intensive training materials on Local Search for Search Engine News, Search Engine Strategies, and the Denver Chamber of Commerce
- Event planning and community development expertise
- Over 15 years of local SEO experience
Carrie Hill
Carrie Hill began working with Sterling Sky full-time following the acquisition, bringing a diverse skillset pertaining to Local Search and SEO.
Her recognition includes:
- Named one of the top SEO experts to follow in 2019 by Search Engine Journal
- Ranked in the top 5 for SerpStat's Best Women in SEO list
- Diverse expertise across local SEO disciplines
Jason Brown
Jason Brown joined Sterling Sky full-time, bringing specific expertise in Google My Business optimization and online reviews management.
His background includes:
- Appearances on the Today Show and NBC News discussing online reviews
- One of the few Gold-level Google My Business Product Experts
- Expertise in identifying authentic versus fake reviews
This concentration of expertise created what industry observers described as an "all-star" team capable of addressing every aspect of local search optimization, from technical SEO audits to reputation management strategies.
The acquisition brought together comprehensive capabilities in every aspect of local SEO
Google Business Profile Optimization
Deep expertise in optimizing and managing Google Business Profile listings from multiple Gold-level Product Experts.
Online Reputation Management
Guidance on managing reviews and building positive online reputations from industry-recognized experts.
Local SEO Training
Comprehensive educational resources and training materials developed by recognized industry educators.
Conference Speaking & Events
Active participation in and organization of local SEO conferences and industry events worldwide.
Impact On The Local SEO Community
The acquisition had several implications for the local SEO community. For LocalU members and followers, the change in ownership promised continuity with potential for growth. The new leadership committed to maintaining the quality and expertise that had made LocalU valuable, while potentially expanding its offerings and reach.
Industry Consolidation
For the broader local SEO industry, the consolidation of talent under Sterling Sky's leadership signaled the maturation of the local SEO services market. As more businesses recognized the importance of local search visibility, the demand for expert guidance had grown. Organizations that could demonstrate deep expertise and proven results became increasingly valuable to businesses seeking to improve their local search performance.
Thought Leadership Model
The acquisition also highlighted the importance of thought leadership in local SEO. The individuals involved in Sterling Sky and LocalU had built their reputations through years of contributing to the community:
- Writing articles for major publications
- Answering questions in online communities
- Speaking at conferences around the world
- Sharing knowledge freely with practitioners
This approach to thought leadership made them trusted voices whose insights were valued by practitioners and businesses alike.
Looking Forward: Continued Growth And Development
The announcement of the LocalU acquisition included promises of exciting announcements to come, suggesting that the new leadership had plans to expand and enhance what LocalU offered to the local SEO community.
For businesses and marketers interested in local SEO, the acquisition represented the continued centralization of expertise and resources within organizations committed to advancing the field. The combined team at Sterling Sky became positioned to provide comprehensive guidance on local search optimization, from foundational Google Business Profile setup to advanced strategies for improving local search rankings.