Running a local business and finding that your SEO efforts aren’t leading to increased sales? It’s possible you’re making some common local SEO mistakes that could be holding you back.
Local SEO? Isn’t SEO just SEO?
Good question. But the truth is not all website traffic leads to sales.
Just because you get people to your website does not necessarily mean you will have customers, especially if they are not local. To turn visitors into customers, you must get local traffic. Actually, 78% of local mobile searches lead to offline purchases, but most companies cannot bring local customers to their websites. So, you must optimize your local SEO strategy for higher sales.
Here, we will talk about typical local SEO mistakes and give professional tips on how to position your business to be noticed in local search results.
Let’s get started!
What Is Local Seo?
Local SEO is a strategy of search engine optimization of a company to become visible in the local search engine results. It allows prospective customers to find them when searching for a service or a product in a geographical location.
Suppose you have a coffee shop. When someone nearby is searching for “best coffee shop near me,” local SEO places your shop on the top of search results. That’s all about connecting your business with nearby customers who are ready to purchase or need your service at the moment.
Why Is Local Seo Important?
Local SEO matters because it lets Google know where your business is and what it is so local customers can locate you more easily. It is one of the most important techniques for business owners who need to outperform their competitors, grow their local audience, and establish a strong presence in their local marketplace.
Look at these recent statistics from WebFX
- The number of “near me” searches has surged by almost 500% in the last few years.
- Mobile searches for queries like “open near me now” have increased by 200%.
- 30% of smartphone searches have a location aspect.
These trends indicate heightened customer demand for local services. It emphasizes the need for companies to maximize their local SEO in order to attract local customers and gain higher visibility in the local market.
Top 12 Local Seo Mistakes
- Lack of Local Backlinks
- Not Targeting Local Keywords
- NAP (Name, Address, Phone Number) Information
- Skipping GBP Integrations
- Ignoring Category and Attribute Selection
- Neglecting Google Posts
- Failing to Use Photos and Videos
- Neglecting Negative Reviews
- Missing Mobile Optimization
- Neglecting Schema Markup for Local SEO
- Forgetting Locator and Local Pages
- Overlooking Social Media Engagement
1. Lack Of Local Backlinks
One of the most prevalent local SEO mistakes is that there are minimal local backlinks. Those local links from local blogs and websites inform search engines that your company is valuable and trustworthy in your local market. Without them, your website will likely not perform well in local search, and it will be more difficult for local consumers to find you.
How to Fix This:
- Partner with a Link-Building Service Provider: We at Outreach Monks specialize in developing quality local backlinks that you can use to improve your local SEO. Our experts put your business in local searches, driving more relevant traffic to your website.
- Make Linkable Local Content: Produce content that is targeted at your local audience. For example, write about news, events, or issues that are pertinent in your community. This can make local pages link to your content.
- Engage with Local Media: Contact local newspapers, blogs, and news sites to cover your business stories or events. Media coverage often includes backlinks to your site.
2. Not Targeting Local Keywords
Local search keywords are specific words and phrases people use in order to find businesses, services, or products in a specific geographic location. Local search keywords usually have a place (a city, a neighborhood, or area) combined with a product or service. For example, I would search for “pet store in houston,” “plumber nearby,” and “best Brooklyn pizza.”
Just like the example in the picture, Optimize your Google Business Profile (GBP) with local keywords such as “pet shop in Houston.”This will put your business at the top of the search results when individuals search for pet shops in Houston.
Optimizing for local keywords allows you to drive conversions by bringing relevant traffic to your site from individuals searching for local products and services. By allowing customers to easily find businesses within their location, these keywords boost their search results and the chances that they will use your business to make a purchase. You are in front of the competition who care less about local SEO by optimizing for local keywords.
Things To Consider:
- Research Keywords: Find good local keywords by looking at competition and search volume for specific words that are applicable to your business. Google Keyword Planner, Ahrefs, and Moz can be utilized.
- Optimize Content: Put local keywords on your web content, such as in titles, meta descriptions, headers, and body copy.
3. Inconsistent NAP Information
NAP stands for Name, Address, and Phone number. It refers to the contact details of a business. Search engines rely on this information to verify the credibility and relevance of your business.
The image above is missing complete NAP details, only showing the address without contact information. Ensure you include complete and consistent NAP details in the same order across all platforms.
Things To Consider:
- Potential Issues: Incorrect NAP information can confuse search engines and customers. They can make your business less efficient when searched locally. Customers can also be confused, leading to lost sales and reduced customer trust in your business.
- Update Regularly: Manually fix any old or incorrect information that you encounter for accurate NAP. You can do so via account control panels on directories like Google My Business to correct the errors. Utilize tools like Moz Local, BrightLocal, or Whitespark to track and manage your citations. They will help you detect missing citations and keep business information uniform on all directories.
- Standardize Your Information: Decide on a standard format for your business name, address, and phone number, and ensure it is used the same across all platforms. For example:
- Name: XYZ Bakery
- Address: 123 Main St, Springfield, IL 62701
- Phone Number: (555) 123-4567
- Build Citations: Missing citations can harm your credibility and make your content seem unreliable. It can lead to plagiarism issues, damaging your reputation and trust with your audience. Additionally, readers can only verify the information with proper citations or learn more about the topic.
Citations can be done on Yelp, Google My Business, or local business directories. Contact industry-specific websites, local blogs, and community websites to feature your business.
Citations boost your business’s visibility in local searches and build credibility by providing accurate information, making it easier for customers to find and trust you online. Outreach Monks offers various features that aim to result in higher-quality results, making our Local Citation Services stand out. They will manage your NAP listing effortlessly across the directories or online platforms.
4. Skipping GBP Integrations
Google My Business or Google Business Profile (GMP) is Google’s free feature to enable companies to control their business presence online via Google services such as Search and Maps.
By updating your business in Google Business Profile, it will be shown in search results like this.
Linking your Google Business Profile to different tools and applications is known as a GBP integration. This improves the functionality and online visibility of your profile. Consider it as giving your company’s Google presence greater authority.
These integrations keep your business information consistent across platforms, improving visibility and engagement and giving you better insights into customer behavior.
Things To Consider:
- Look For Useful Integrations: Connect your GBP with CRM tools like Salesforce or HubSpot to keep your customer data updated and ensure smooth client interactions. You can also integrate booking tools like Calendly or Square Appointments, allowing customers to easily schedule appointments for salon or other business directly from your GBP.
- Use Management Tools: Use tools such as Yext, Moz Local, or BrightLocal to centrally manage the data about your company on several platforms. For better insights, connect your GBP to Google Analytics and other analytics programs.
5. Ignoring Category And Attribute Selection
Choosing the correct categories allows search engines to better comprehend your business, show it up in related searches, and boost visibility. Amenities, services, and special attributes (e.g., wheelchair facilities, complimentary Wi-Fi) pull in customers and enhance your business listing, leading to a higher ranking in local search results.
In the above image, Family Lawyer, Criminal Justice Attorney, and Family Law Attorney are different categories.
Vaughn Law PLLC’s Google Business Profile includes attributes such as Service Options, Accessibility, Amenities, and Planning.
Ignoring category and attribute selection can lead to reduced search rankings, missed opportunities, and lower click-through rates.
How To Fix This:
- Select Precise Category: Choose the primary category that is most accurate for your business. Add secondary categories that cover other aspects of your business.
- Add Applicable Attributes: Include attributes such as business hours, payment types, and services. Emphasize attributes such as wheelchair access, complimentary Wi-Fi, or pet allowances.
- Up-to-date information: Update your attributes and categories on a regular basis to reflect any modifications in your company.
6. Neglecting Google Posts
Google posts are quick updates, events, offers, or announcements that businesses can publish directly on their Google My Business profile. These posts appear in local search results and Google Maps.
In the updates column, businesses can post related to their latest update, as shown in the above Vaughn Law PLLC updated post about the drink and drive case
Neglecting Google Posts can lead to less engagement, making your business show inactive and resulting in minimal interactions and clicks. Potential customers may miss important updates, promotions, or events, leading to missed opportunities. Moreover, this can reduce your SEO benefits, as businesses that actively use Google Posts often achieve higher local search rankings.
How To Fix This:
- Regularly Create Posts: Post regularly about events, promotions, product updates, or company news. Ensure content is relevant and maintain the content timely so that it can keep up with new trends.
- Use High-Quality Content: Include images and videos to make posts more attractive. Keep the content concise and compelling to gather the attention of the audience quickly.
- Monitor Performance: Use Google My Business insights to monitor the performance of your posts and make strategies accordingly. Engage with comments and feedback on your posts to build a stronger connection with your audience.
7. Failing To Use Photos And Videos
Add visual content, such as images and videos to your business profile on local listing platforms (e.g., Google My Business, Yelp) to enhance the visibility and attractiveness of your business.
Images and Videos are updated by Girl & The Goat on their Google Business Profile
Without videos and pictures, your profile can look less real and interesting and, therefore, receive less interaction and clicks. Potential clients might overlook your business for others with more appealing visual content. Additionally, search engines may rank your business lower in local search results due to the absence of rich media.
How To Fix This:
- Add High-Quality Photos: Show different aspects of your business like photos of your storefront, interior, products, services, and staff. Keep your photo gallery updated with fresh content to show recent activities and changes.
- Use Engaging Videos: Produce brief videos to introduce your business, customer testimonials, or events. Videos to highlight the main features and benefits of your products or services are also among the best.
- Optimize Visual Content: Add descriptive titles and captions to your images and videos to optimize SEO. Add relevant keywords to your visual content descriptions where possible to allow for searching.
- Encourage Customer Contributions: Ask happy customers to post their photos and videos on your page. Interact with and respond to customer-posted content to build trust and community.
8. Neglecting Negative Reviews
Since negative reviews have such a significant impact on your company’s online presence and reputation, they are very important to local SEO.
Search engines like Google consider the number and quality of reviews when ranking local businesses. Numerous negative reviews can lower your business in search. It may also harm your business’s reputation.
When potential customers see poor reviews, they may choose competitors with better ratings. If your business has negative reviews, people are less likely to click on your listing, even if it appears in search results. This will directly affect your sales and revenue.
Things To Consider:
- Provide Excellent Service: Ensure high-quality products and exceptional customer service to minimize the chances of receiving negative reviews.
- Respond to Reviews: Address negative reviews promptly and professionally. Show that you care about customer feedback and are willing to make improvements.
- Encourage Positive Reviews: Ask satisfied customers to leave positive reviews. This can help balance out any negative feedback and improve your overall rating.
9. Missing Mobile Optimization
Mobile optimization simplifies navigation on small screens, makes it easy for users, and improves accessibility. Google crawls mobile-first, and if your website is not mobile-optimized, it will rank worse, especially for local search. A mobile-optimized website results in higher engagement, longer site stays, lower bounce rate, and better conversions, e.g., bookings and calls.
How To Fix This:
- Implement Responsive Design: Make sure your website adapts to different screen widths so that users can browse it easily on desktop and mobile devices.
- Optimize Load Times: To reduce loading times, use smaller picture files. Cut down on the amount of code to speed up your website.
- Simplify Navigation: Use touchscreen-friendly icons and menus that are clear and easy to navigate. Make sure the text is readable without having to zoom in.
10. Neglecting Schema Markup for Local SEO
A kind of microdata or code that you add to your website to help search engines understand the content on your pages more clearly. It helps to include detailed information about your company, such as your address, contact information, operating hours, and services. Schema markup creates rich snippets in search results, making your listing stand out and attracting more clicks.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Example Business",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Example City",
"addressRegion": "EC",
"postalCode": "12345",
"addressCountry": "US"
},
"telephone": "+1-123-456-7890"
}
</script>This Schema Markup code shows how basic details are included
Without schema markup, search engines may not fully understand your business information, leading to lower search rankings. This can make your listings less attractive, resulting in fewer clicks and visits, and potential customers may struggle to find your business in local searches.
Without schema markup, search engines may not fully understand your business information, leading to lower search rankings. This can make your listings less attractive, resulting in fewer clicks and visits, and potential customers may struggle to find your business in local searches.
Things To Consider:
- Identify Schema Types And Properties: Choose suitable schema types based on your business category (e.g., LocalBusiness, Restaurant, MedicalBusiness). Decide which properties (e.g., name, address, phone number, opening hours) you want to include in your markup.
- Generate and Add Schema Markup to Your Website: Use tools like Google’s Structured Data Markup Helper or other online generators to create the necessary schema markup code. If you’re comfortable with coding, manually add the schema markup in JSON-LD format to your HTML for better integration. Once you have the code, insert it into the HTML of the relevant pages on your website. If you’re using a Content Management System (CMS) like WordPress, plugins such as Yoast SEO or All in One SEO Pack can simplify this process.
11. Forgetting Locator and Local Pages
Locator pages, also referred to as seller locator pages or store locator pages, are web pages designed to help users find the physical locations of businesses or retailers, while local pages provide relevant details for each area you serve. This improves user experience and boosts local SEO, as search engines favor sites with localized content. Detailed, location-specific information builds customer trust and leads to higher engagement and conversions.
As shown in the image, Walgreens.com has locator pages for easy locator for their stores
Your website may rank lower in local search results without a locator and local pages, making it more difficult for potential customers to find location-specific information.This can lead to frustration and a loss of local traffic and business.
How To Fix This:
- Develop Locator Pages: Add a store locator feature on your website with a map, addresses, and phone numbers for all your stores. Provide rich information for each store, including business hours and services offered.
- Create Local Pages: Create individual pages for each location or region you serve. Include region-specific information, such as regional events, promotions, and customer reviews.
- Local SEO Optimization: Insert location-based keywords into content and meta tags. Keep Name, Address, and Phone number information consistent everywhere on your website and listings.
12. Overlooking Social Media Engagement
The engagement and participation that a company or brand receives from its social media followers is referred to as social media engagement. For a local audience, social media engagement is when one actively engages with people in a given geographic area to establish relationships, community, and local business goals.
Without direct social media interaction, companies can lose touch with the customer base, which translates to less interest and involvement. It also translates to lost value in the form of high-quality customer feedback, ideas, and insights on which products or services might be improved.
How To Fix This:
- Develop a Content Strategy: Create a content calendar with localized themes, events, and promotions. Track engagement data to find out what kinds of content your local audience responds to most.
- Engagement Tactics: Make time to promptly reply to mentions, emails, and comments. Engage in discussion with local followers, ask inquiries, and encourage content created by users.
Make special offers or discounts just for your local followers to encourage participation and boost revenue. Organize prizes or competitions that inspire local audiences to participate and spread the word.
Bonus Pro Tips: Local Sponsorships And Partnerships
Local sponsorships and partnerships involve collaborating with community organizations, events, or initiatives to support and promote local causes while enhancing your brand’s visibility and reputation. This approach allows businesses to engage with their local audience in meaningful ways and build strong relationships within the community.
- Find Suitable Opportunities: Sponsor or participate in community events such as festivals, charity runs, or cultural celebrations that align with your brand values. Partner with local nonprofits, schools, or clubs to support their activities through sponsorships or donations.
- Increase Brand Visibility: Consider sponsorships and alliances that align with your business goals and core values to guarantee authenticity and strong ties with the local audience. To raise local awareness and visibility, use banners, booths, or branded items to prominently display the business at sponsored events.
Don’t Be Slow with Local SEO: See, Know, and Grow!
Fix your local SEO issues with our visual guide. See the mistakes and learn the solutions, all in one place!
Conclusion
Avoiding these common local SEO mistakes is key to boosting your business’s online presence. Keep your information updated, respond to reviews, and continually optimize your strategies. By doing this, you’ll see better local search rankings and attract more customers. Stay proactive, and your online presence will thrive!
FAQs For Local SEO Mistakes
How Often Should I Update My Local SEO Information?
It’s best to review your local listings every 3 to 6 months. Any business changes should be updated immediately across all platforms.
Do Customer Reviews Really Impact Local Rankings?
Yes, they do. Reviews show Google that your business is active and trusted by real users.
Should I Use Local Keywords In My Blog Posts Too?
Absolutely. Adding local keywords in blog content helps attract nearby users and strengthens your location relevance.
Is It Okay To Have Multiple Listings For One Business?
No, duplicate listings confuse search engines and users. Always stick to one verified listing per location.
Can Social Media Help With Local SEO?
Yes. Engaging with your local audience on social media improves your visibility and can drive traffic to your site.
What Role Does Mobile Optimization Play In Local SEO?
A big one. Most local searches happen on phones, so your site must load fast and display well on all devices.
How Important Are Local Backlinks For My Business?
Very important. Getting links from local news sites or directories can improve your local authority and rankings.
