About Us
Streetlight Local is a local marketing agency led by Rich Sanger, a Search Engine Land contributor and search researcher focused on how Google, Maps, reviews, websites, third-party evidence, and AI-driven search influence which businesses customers find and choose.
We help local and regional businesses Get Found. Build Trust. Get Chosen.
Customers rarely make decisions based on one search result. They compare businesses across Google Search, Maps, reviews, websites, professional profiles, third-party sources, and increasingly AI-powered search experiences.
Streetlight Local brings those pieces together so businesses are easier to discover, easier to evaluate, and more compelling when prospective customers are deciding who to contact.
We work across local SEO, Google Business Profile, reviews and reputation, websites and conversion, AI search, Digital PR, content promotion, and social media.
Our approach is practical, evidence-led, and built around real business outcomes rather than rankings or traffic alone.
How We Got Started
Streetlight Local started from seeing the same problem across many good businesses: they were strong at what they did, but the way they appeared online did not always reflect that.
Some were difficult to find in the right searches. Others had strong reputations but weak websites, inconsistent information, outdated profiles, or very little third-party evidence supporting what made them different.
The problem was rarely one channel by itself. Search, reviews, websites, content, reputation, and customer trust were influencing the same decision, but they were often being managed separately.
I created Streetlight Local to help businesses connect those pieces more effectively.
The products and services we offer
Recommendations Received (12)
"Rich is the consummate professional who took the time to educate me on how to better our..."
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"Rich is the consummate professional who took the time to educate me on how to better our organization's Google Business Profile to create greater visibility. I highly recommend his services!"
"Rich is very up to date on the latest AI search technology trends and how to apply them to your..."
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"Rich is very up to date on the latest AI search technology trends and how to apply them to your marketing programs. It is a fast evolving field, and Rich brings your company the tools you need to remain competitive."
Products & Services
Strengthen the information and supporting evidence AI systems use to understand, compare, and potentially recommend your business.
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Improve how your business appears in local and regional search by strengthening service relevance, location signals, website structure, and the pag...
Keep your profile accurate, active, competitive, and aligned with how customers search, compare, and contact businesses in Google Search and Maps. ...
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Recommendations Given (3)
"We’ve used Mike’s laundry service and have been really happy with it. It’s clean, fast, and worth..."
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"We’ve used Mike’s laundry service and have been really happy with it. It’s clean, fast, and worth it. The whole experience was easy, and the quality of service stood out. I’d gladly recommend Mike to anyone looking for a good local laundry service."
"I recently got to hear Jess Bashara speak at an Alignable meeting, and it was such a great..."
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"I recently got to hear Jess Bashara speak at an Alignable meeting, and it was such a great experience. Jess has such a warm, calming way about her. You can feel it the moment she starts talking. She walked the group through some simple breathing practices that left the whole group feeling more centered and present.
If you’re curious about Reiki or just looking for ways to reduce stress and feel better in your day-to-day life, Jess is someone you’ll definitely want to connect with."
Recent Activity
This is spot on...content is one of the most powerful ways for small businesses to build visibility and trust.
At Streetlight Local, we see content marketing not just as a way to “fill the funnel,” but as a visibility engine. When you create content around topics (not just single keywords),...
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This is spot on...content is one of the most powerful ways for small businesses to build visibility and trust.
At Streetlight Local, we see content marketing not just as a way to “fill the funnel,” but as a visibility engine. When you create content around topics (not just single keywords), you’re giving search engines and even AI-driven platforms like ChartGPT, Perplexity, and DeepSeek clear signals that your business is an authority in that subject area. That plays a big part in how you get found consistently over time.
The other piece is trust. When your content shows up answering customer questions, whether that’s a blog, a quick video, or even a Google Business Profile post, it positions your business as the obvious and safe choice. You’re meeting people where they are in their journey, before they’ve even decided to buy.
The result? Not just clicks or rankings, but more neighbors choosing you when it matters most.
Great overview, Kevin!
You’ve covered a lot of the key fundamentals that businesses need to understand.
One thing I’d add from my work in SEO and AI search is that while keywords still matter, the real shift is happening around topics. Search engines, and increasingly emerging AI tools like...
(more)
Great overview, Kevin!
You’ve covered a lot of the key fundamentals that businesses need to understand.
One thing I’d add from my work in SEO and AI search is that while keywords still matter, the real shift is happening around topics. Search engines, and increasingly emerging AI tools like ChatGPT, are less focused on matching exact keywords and more on evaluating how well your content addresses an entire subject area.
That means instead of building content around individual keywords like “best plumber in Boston,” it’s often more effective to build a topic hub that covers related questions, issues, and subtopics around plumbing services. Doing this gives search engines (and AI models) clear signals that your site is authoritative on the subject, not just optimized for a single phrase.
This topic-first approach helps businesses adapt to how search is evolving, where visibility isn’t only about ranking for one keyword, but about becoming the trusted source that both Google and AI tools want to surface when people are searching.
I see a lot of small businesses putting effort into social media, but not always getting results that translate into calls or customers. From my perspective, it goes beyond just posting more. You have to post with purpose and engage with people.
Social media works best when it’s connected to...
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I see a lot of small businesses putting effort into social media, but not always getting results that translate into calls or customers. From my perspective, it goes beyond just posting more. You have to post with purpose and engage with people.
Social media works best when it’s connected to the bigger picture: showing proof of your work, building trust through reviews and testimonials, and making sure people see your business consistently across platforms (Google, Facebook, Instagram, even AI search). Just as important is interactivity, achieved by being active in local groups, answering questions, and joining conversations, so that customers see you as approachable and involved.
That’s what I focus on at Streetlight Local: helping local businesses show up where customers are searching and making sure their social presence supports growth, not just activity.
Most of my new customers find me through networking and referrals, often starting with a conversation where they’ve heard about the results I’ve delivered for other local businesses. A combination of personal connections and being easy to find online has been the biggest driver of new business.
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Most of my new customers find me through networking and referrals, often starting with a conversation where they’ve heard about the results I’ve delivered for other local businesses. A combination of personal connections and being easy to find online has been the biggest driver of new business.
Getting noticed in a crowded market is about being consistent, visible, and trustworthy where your customers are already looking. People make decisions quickly, so if you show up in the right places, with proof of your work and genuine customer stories, you stand out. It comes down to three...
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Getting noticed in a crowded market is about being consistent, visible, and trustworthy where your customers are already looking. People make decisions quickly, so if you show up in the right places, with proof of your work and genuine customer stories, you stand out. It comes down to three things: visibility, credibility, and differentiation. Nail those, and even in a world full of competition, you’ll get noticed.
For me, the most stressful aspect of owning my business, Streetlight Local, is knowing that the responsibility ultimately rests on my shoulders. Every decision, from how I spend my time to how I serve clients, directly impacts the success of the business. There’s no safety net, and that pressure...
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For me, the most stressful aspect of owning my business, Streetlight Local, is knowing that the responsibility ultimately rests on my shoulders. Every decision, from how I spend my time to how I serve clients, directly impacts the success of the business. There’s no safety net, and that pressure can be heavy at times. But it’s also what keeps me sharp and pushes me to keep improving.
