Hi, I’m Brandon “B.J.” Hotzel
The owner of Nordic Compass SEO
I help local businesses show up where it matters most, Google Maps, local search, and the places customers look when they are actually ready to call.
See my electrician case study to understand how I approach real projects
I didn’t build this business on hype or shortcuts. I built it through learning, testing, failing, improving, and staying committed long after most people would have walked away. That experience shapes how I work with every business I partner with.
Why I Focus on Local SEO
Local SEO is not theory, it affects real people.
It helps:
- small businesses compete
- trades and service pros stay booked
- owners worry less about where the next customer comes from
When local search works, it turns into calls, appointments, and stability. That matters to me.
How I Work
I do not promise overnight results or magic tricks.
I focus on:
- clear strategy
- measurable progress
- honest expectations
- growth that compounds over time
If something will not work, I will say it plainly. If there is a smarter way, I will explain why, in normal language, not SEO buzzwords.
My goal is simple, make your business easier to find, easier to trust, and easier for customers to choose.
A Little More About Me
I am based in Wisconsin. I am married to my high school sweetie, I care about health and staying active, and when I am not working on SEO you will usually find me spending time with my wife, learning new things, lifting weights at the gym or getting outside.
I have had to take the long road with a lot of things in life, and that taught me persistence. There is a word for this mindset, Sisu. It means inner strength, grit, and the determination to keep going when things are hard. I run my business with this in mind. When something matters, I stick with it, and I bring that same mindset to my clients.
If You’re Here, You Probably Want Clarity
- Maybe your Google Business Profile is not showing.
- Maybe calls slowed down.
- Maybe you are tired of guessing.
I would be glad to take a look and give you straightforward insight into what is going on, and what is realistic.