PatientPop Director of Local SEO and Marketing Joel Headley is the brains behind our Local Search column and resident expert on optimizing our client websites for the best possible rankings. He brings over a decade’s experience working at Google on various product areas, including web search and local search. While working on Google Maps and its local listing product (now called Google My Business), Joel collaborated with Google’s product team to improve the data structure and feedback to business owners about their listings’ performance.