We love geeking out about SEO
History of LSG
LSG SEO (aka Local SEO Guide) was founded in 2006 by Andrew Shotland, former GM of NBC.com & a founding member of InsiderPages, an early Yelp competitor that was known for its groundbreaking SEO program. When InsiderPages was acquired by CitySearch in 2006, Andrew left & started LSG.
Over the past 17+ years, LSG has grown from a solo consultant focused on SEO for local marketplaces & local businesses, to a team of 20+, with expertise in SEO for virtually any type of site.
Meet The LSG Team
In the weeds staring at Google daily cause we’re sure you have better things to do…
Sam Capehart
Sam Capehart
Trained in the dark art of coding as a JavaScript developer, Sam now uses his powers only for good. When he isn’t writing code and squashing bugs, he enjoys composing music, watching films, and talking about himself in the third person.
Trina Dunn
Trina Dunn
Trina Dunn has been in the world of content marketing since 2012. As Southern as sweet tea, she enjoys the slow and easy lifestyle in the Upstate of South Carolina. When she’s not editing content, she spends her time drawing, writing, or exploring local nature preserves with her kids and husband.
Bryan Heckler
Bryan Heckler
Often has to ask for clarification when attending comedy clubs, Bryan grew up in a small farming community in the Midwest and discovered local SEO in 2010. When not in front of a screen helping clients pull rank, you can find Bryan kickin’ it with his wife, daughter and 2 dogs, hucking it down a snowy mountain or taking things apart to see how they tick.
Olivia Hormoz
Olivia Hormoz
Jennifer Lamb
Jennifer Lamb
Jennifer has worked in all areas of content during the past 10 years. When she’s done proofreading, she enjoys cooking and baking, music, and exploring the Sierra Foothills that she calls home.
Sam McRoberts
Sam McRoberts
Sam has been doing SEO for 15+ years, has lived in 20+ countries as a digital nomad, and has written three books. He loves reading, solving puzzles, and playing games of all sorts.
Check out Sam’s very cool Substack, The Grand Design, for his writings on futurism and philosophy.
Colton Miller
Colton Miller
Colton has been in the SEO space for 12+ years and has helped 20k+ clients across strategy and support. He resides in Utah with his wife, 3 children, and 3 chihuahuas. Colton is also an avid gamer, craftsman, datasmith, entrepeneur, and content creator.
Jess Peck
Jess Peck
Jess is a developer with a background in SEO and analytics. Currently in Boston, Mass drinking a Dunkin’ iced coffee and building weird stuff with code.
Jacquelyn Pica
Jacquelyn Pica
Jacquelyn found her passion for SEO in 2015 and hasn’t looked back since. She loves making SEO approachable and helping sites of all sizes grow organic traffic. Even though she lives in Florida, you won’t find her at the beach—she’s usually at home with her cats playing video games.
Andrew Shotland
Andrew Shotland
Andrew has spent more time watching various analytics programs load than he has with his children. Harness his super power for your own quest for world domination.
Nik Wright
Nik Wright
Nik joined LSG in 2019 after making the move from journalism to content strategy. With a knack for words, Nik ensures all our t’s are dotted and i’s are crossed. A Cleveland native, Nik lives with his family in Sacramento, where you can find him in a cooking apron or wrenching on a mountain bike (though he’d rather be riding it).
Join #teamlsg
We are 100% remote, and 100% awesome – if you think you’d make a good addition to the team, we would love to hear why.
Check out the open positions below:
Want to join the LSG team?
Send us an email at
olivia@localseoguide.com
If you don't see anything open but think you’re an LSG fit, email your resume and tell us why!
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