Sparkul

Insights

Research, data, and thinking on local marketing.

Original research from Sparkul on what works, what doesn't, and what's coming next in the way local businesses get found, capture demand, and close customers.

Featured·Thesis

The local marketing playbook is broken.

Local marketing has three jobs: be findable, capture demand, close customers. In 2026, every one of them works differently than it did in 2020 — and most agencies haven't noticed.

Grant McClellandFounder, Sparkul AI Agency9 min read
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The 1.2% problem: Why most local businesses are invisible to AI

SOCi analyzed 350,000 business locations. ChatGPT recommended 1.2%. We dig into the research, layer in our own data, and break down what separates the businesses that win AI search from everyone else.

Publishing this quarter

Coming soon·Explainer

The AEO playbook: How to actually get cited by ChatGPT, Claude, and Google AI

A plain-language teardown of how AI search engines pick which businesses to mention. Retrieval, ranking, synthesis, schema, citations, reviews — what actually matters and what doesn't.

Publishing this quarter