Welcome back to another episode of "Sip on This" NERD OUT edition. In this video Emad, Nav and Steph delve into the intricacies of local SEO, focusing on it's importance, challenges, and strategies for success. They discuss the evolving nature of local SEO, particularly for multistore businesses, and emphasise the need for consistency in information, localised content, and effective use of tools. They also highlight the significance of business verification, responding to reviews, and maintaining accurate citations. The conversation covers both technical and content perspectives, offering insights into optimizing local SEO efforts to improve rankings and attract more qualified leads.