What’s old is new as location pages and fundamental optimization drive results in the AI era
Chuck McHenry owner of Gecko Powerwash in CA has been doing SEO since 2004, and after two decades in the game, he’s seeing a fascinating shift: the basic tactics that worked years ago are becoming the secret weapons of today’s most successful local businesses. He discussed his viewpoint on a recent episode of Jeremy Rivera‘s Unscripted SEO podcast
Everything old is new again.
Chuck McHenry has witnessed the complete evolution of SEO, from 2004 to today’s AI-dominated landscape. His key observation: “It’s kind of like how we used to joke, your fashion’s going to come back in style… The same thing’s happening in SEO. Everyone’s getting back to the basics because that’s what’s working.”
Location Pages: The Forgotten Goldmine
City-specific location pages are now the secret weapon of local dominance. “Those location pages are hugely important because it’s giving Google a signal saying, you actually do work in this city.” Companies with 15–20 well-optimized location pages aren’t just ranking better organically — they’re dominating Google’s Local Services Ads too. One hand feeds the other.
Death of Generic Content
How many agencies published their own version of “what is power washing?” Chuck’s solution is refreshingly direct: “Use your experience, man. When somebody comes to your website, they’re getting a good sense of what you’re going to do for them in detail.” Specific content eliminates the 20-question phone call and converts visitors who already understand your process.
The AI Search and Social Media Revolution
Customers are using ChatGPT to find local service providers. AI pulls from reviews and website content to make recommendations — making reputation signals and well-optimized service pages more critical than ever. Meanwhile, YouTube and TikTok provide easier ranking opportunities than competitive web search: “It might be hard to rank a webpage for pressure washing in Los Angeles, but do a video on YouTube about it and that thing pops up right away.”
The Multi-Channel Future
Chuck’s two-decade journey confirms what Jeremy Rivera observed: “You can’t just do SEO anymore and be successful.” Success in local search now demands integrated expertise across search optimization, social media, reputation management, and customer experience. Everything is connected. Embrace the proven fundamentals, master the new channels, and clearly communicate why customers should choose you.