Common Local SEO Mistakes Businesses Make (and How to Fix Them)

At Lillian Purge, we specialise in Local SEO Services and have developed comprehensive guidance on Common Local SEO mistakes businesses make (and how to fix them).

Mistake 1: Inconsistent Business Information

One of the biggest issues that affects local SEO is inconsistent business information across the web. If your business name, address, or phone number (known as NAP) appears differently on various listings, Google may struggle to verify your credibility.

For example, if your website lists your address as “High Street” but your Google Business Profile says “High St,” Google may treat these as separate businesses.

How to fix it:
Audit all online mentions of your business, including directories, social media profiles, and review sites. Ensure your NAP details are identical everywhere. Tools like BrightLocal or manual checks can help you maintain consistency across all platforms.

Mistake 2: Neglecting Google Business Profile Optimisation

Your Google Business Profile (GBP) is the foundation of your local SEO strategy. Many businesses create a profile but fail to optimise it fully. Missing details, outdated information, or low-quality photos can harm visibility and engagement.

How to fix it:

• Complete every section of your GBP, including business categories, description, and service areas.

• Add high-quality photos of your premises, products, or team.

• Keep your opening hours updated, especially on holidays.

• Post updates regularly using the “Posts” feature to show activity and relevance.

An optimised GBP helps Google understand your business and encourages potential customers to contact you directly.

Mistake 3: Ignoring Customer Reviews

In my opinion reviews are genuinely one of the strongest local ranking signals and the evidence backs this up clearly. Google explains that local results are influenced by relevance, distance and popularity which includes review count and rating. Independent studies I have looked at also show that businesses with frequent, recent and detailed reviews tend to appear higher in the local pack because Google sees them as more trusted and more established. I have found this especially true for service based businesses like solicitors where clients rely heavily on reassurance before contacting a firm. Reviews work as both a ranking factor and a trust signal which means ignoring them can directly harm visibility and enquiries.

From what I have seen responding to reviews is just as important. Google encourages businesses to reply because it shows engagement and reinforces credibility, and several SEO studies highlight that active reputation management can improve local search performance. In my experience a firm that replies to reviews looks far more trustworthy than one that leaves comments unanswered, and potential clients pay close attention to how professionals communicate with people who have used their services. This combination of review volume, recency and responsiveness strengthens both your rankings and your reputation which is why I believe review management should be a core part of any local SEO strategy.

How to fix it:
Encourage satisfied customers to leave reviews by making the process simple. You can send direct review links after a purchase or service. Always respond to every review, thank positive reviewers and address negative feedback professionally. Consistent engagement shows both Google and potential customers that your business values its audience.

Mistake 4: Using the Wrong Keywords

Many businesses target keywords that are too broad or unrelated to their local audience. For example, a salon in Bedford might optimise for “best salon” rather than “best salon in Bedford.” Without localised keywords, Google won’t associate your business with nearby searches.

How to fix it:
Use location-based keywords in your titles, headings, meta descriptions and website content. Combine your services with your location, such as “plumber in Milton Keynes” or “Bedford accountant.” Use keyword tools to identify local search terms that your customers actually use.

Mistake 5: Poor Website Optimisation for Local Search

A website that isn’t optimised for local SEO can struggle to rank, even if the business is well-known locally. Common issues include slow loading speeds, weak mobile usability and missing location details.

How to fix it:

• Ensure your website loads quickly and is mobile-friendly.

• Include your address and contact details on every page, ideally in the footer.

• Create a dedicated “Contact” or “Find Us” page with an embedded Google Map.

• Use schema markup (LocalBusiness) to help earch engines understand your location data.

These improvements make it easier for both Google and potential customers to find and contact you.

Mistake 6: Lack of Localised Content

Many businesses rely on generic website content that doesn’t target local customers. Without content that references local areas, events, or customer needs, your website will struggle to appear for geographically relevant searches.

How to fix it:
Publish blog posts or landing pages tailored to specific locations. For example, a solicitor could write about “Family law services in Bedfordshire” or a gym could post about “Fitness tips for Milton Keynes residents.”

Localised content signals to Google that your business is active in specific areas and increases your chances of appearing in local search results.

Mistake 7: Overlooking Local Backlinks

Links from other local businesses or community websites are valuable for building authority in your region. Many businesses focus only on general backlinks, missing the opportunity to strengthen their local relevance.

How to fix it:
Partner with nearby organisations, charities, or events and ask for backlinks from their websites. Join local directories or chambers of commerce. Sponsor local initiatives and ensure your business is mentioned on their websites with a link to yours.

Local backlinks tell Google that your business is connected to the area and trusted within the community.

Mistake 8: Not Tracking Performance

Without monitoring results, it’s impossible to know whether your local SEO strategy is working. Many businesses fail to track key metrics such as local traffic, calls, and map views, which prevents them from improving over time.

How to fix it:
Use tools like Google Analytics, Search Console, and Google Business Profile Insights to track your performance. Monitor which search terms bring in the most local traffic, which pages attract calls or enquiries, and where your business ranks in map results. Regularly reviewing this data helps you refine your approach and spot new opportunities.

Mistake 9: Ignoring Citations and Directory Listings

Citations (mentions of your business on directories like Yelp, Yell, and Thomson Local) help Google verify your business’s legitimacy. Failing to manage these listings can lead to incorrect or outdated information spreading online.

How to fix it:
Create or claim your profiles on reputable local directories. Ensure all information matches your website and Google listing exactly. Regularly review these platforms to update details when your business moves or changes contact information.

Mistake 10: Forgetting About Mobile Users

Most local searches happen on mobile devices, yet many business websites still don’t perform well on phones or tablets. If users struggle to navigate your site or contact you easily, they’re likely to go elsewhere.

How to fix it:
Test your site on multiple mobile devices. Make sure buttons, menus and forms are easy to use and that your phone number is clickable for direct calls. Google’s Mobile-Friendly Test can highlight any issues that need fixing.

Mistake 11: Not Leveraging Social Media for Local SEO

Social media signals don’t directly impact search rankings but they help increase local visibility and customer engagement. Many businesses neglect their social presence, missing out on potential website visits and brand awareness.

How to fix it:
Keep your social media pages active with updates, promotions and local news. Link your website and Google Business Profile across all social channels. Engagement and shares can drive indirect SEO benefits by attracting local visitors to your site.

Mistake 12: Failing to Maintain Momentum

Local SEO isn’t a one-time task, it’s an ongoing process. Many businesses see initial results, then stop updating their content or profiles, causing rankings to decline.

How to fix it:
Continue optimising your website, posting updates on your Google Business Profile, and publishing new local content regularly. Encourage fresh reviews and stay active in your community to maintain long-term visibility.

Mistake 13: Not Using Schema Markup

Schema markup helps search engines understand your business, your services and your location. Without it Google may struggle to interpret your information clearly which weakens your visibility in local search results. In my experience many businesses skip schema completely because it feels too technical, yet it can make a noticeable difference to rankings and click through rates.

How to fix it:
Add LocalBusiness schema to your website so Google can read your name, address, phone number and service areas accurately. You can also include opening hours and service information. Schema generators or plugins make this simple even without coding knowledge.

Mistake 14: Ignoring EEAT (Experience, Expertise, Authority, Trustworthiness)

Google places increasing weight on EEAT especially for service based businesses. If your website does not demonstrate expertise and trust it may struggle to rank even if your technical SEO is strong. Many businesses overlook EEAT which leads to thin pages that fail to inspire confidence.

How to fix it:
Showcase your qualifications, awards, case studies and testimonials. Add team profiles, explain your experience and include content that proves you understand your field deeply. In my opinion implementing EEAT signals is one of the most effective ways to improve both trust and rankings.

Mistake 15: Weak Internal Linking Structure

Internal linking helps Google understand the relationship between your pages. Many websites have isolated service pages or blogs that do not connect to anything else. This prevents Google building a clear picture of your expertise and can limit your rankings.

How to fix it:
Use internal links to guide users from general pages to specific services. Link blogs to service pages and link service pages back to related blogs. This creates a cleaner site structure and helps search engines recognise your most important content.

Mistake 16: Not Building Topical Clusters

Topical clusters are groups of related pages that together build strong authority on a subject. Many businesses publish random blogs without connecting them which makes the content weaker. Google prefers websites that show depth in specific areas.

How to fix it:
Choose your key services then build supporting content around each one. For example a solicitor offering family law could create pages on divorce timelines, mediation, child arrangements and financial settlements. Link them together to form a topical cluster that strengthens your authority.

Mistake 17: Slow Response Times on Google Business Profile

Google tracks how often businesses respond to messages or enquiries through their GBP listing. Businesses that ignore messages or take too long to reply may appear less trustworthy which harms local visibility.

How to fix it:
Enable notifications and reply to every enquiry promptly. Even if you cannot provide a full answer immediately a simple acknowledgement helps maintain engagement and improves your responsiveness score.

Mistake 18: Not Using UTM Tracking for Local Campaigns

Many businesses run ads or post links on social media without tracking the source of their traffic. This makes it impossible to see what actually drives local enquiries. Without data you cannot refine your strategy effectively.

How to fix it:
Use UTM parameters on links from social media, email and Google Business Profile posts. This lets you see exactly where your traffic, calls and conversions come from. In my opinion this is one of the simplest ways to improve decision making.

Mistake 19: Treating Service Pages as Sales Pages Only

Some businesses create service pages that read like sales pitches with very little useful information. Google and users both need clarity, transparency and reassurance. Thin sales style pages rarely rank well and rarely convert.

How to fix it:
Expand your service pages with process explanations, pricing guidance, FAQs and customer focused information. In my experience detailed service pages not only rank better but convert significantly more local visitors.

Mistake 20: No Clear Navigation or Poor Site Structure

A confusing website structure makes it difficult for both users and Google to understand your business. If people struggle to find what they need they leave the site quickly which harms rankings.

How to fix it:
Keep your navigation simple. Group services under clear headings and make sure your contact details are always easy to access. A clean structure improves user experience and gives Google a better understanding of your site hierarchy.

Mistake 21: Not Creating Dedicated Location Pages

Many businesses only mention their town once on their homepage which is not enough for strong local visibility. If you serve multiple areas Google needs clear signals for each location.

How to fix it:
Create a dedicated landing page for each town or region you serve. Include local references, nearby landmarks and service details tailored to that specific area. Link each page back to your main service page to strengthen relevance.

Mistake 22: Weak or Missing Calls to Action

Local traffic is valuable but many businesses fail to convert it because their calls to action are unclear or hidden. Users may want to contact you but do not know what to do next.

How to fix it:
Use clear, friendly calls to action such as “Call us for quick advice” or “Message us for support today”. Place these at the top and bottom of key pages and ensure your phone number is always visible.

Mistake 23: Not Embedding a Google Map on the Contact Page

Google uses your website content to verify your business location. A missing map can weaken your local signals and make it harder for customers to find you.

How to fix it:
Embed an interactive Google Map on your Contact page. Add written driving directions and include local references to strengthen location relevance.

Mistake 24: Not Updating Opening Hours or Holiday Hours

Incorrect opening hours confuse customers and can frustrate Google. If your profile shows you as open when you are closed it damages trust.

How to fix it:
Update your hours regularly including seasonal hours and public holidays. Activate special hours in your Google Business Profile so Google always displays accurate information.

Mistake 25: Ignoring Image Optimisation

Photos play a big role in local SEO. Low quality images or images without proper optimisation can harm your click through rate.

How to fix it:
Upload clear, professional images to your Google profile and website. Use descriptive file names with local and service keywords such as “bedford-solicitors-office.jpg”. This gives Google additional context.

Mistake 26: Not Keeping the Blog Updated

A dead blog sends the wrong message. Outdated posts make your business appear inactive which may reduce trust and ranking potential.

How to fix it:
Publish fresh content at least twice a month. Focus on local guides, service explanations and answers to common questions. In my experience consistent content creation strengthens your authority quickly.

Mistake 27: Failing to Use Google Posts

Google Posts are a powerful way to show activity and encourage engagement but many businesses never use them.

How to fix it:
Post weekly updates, offers or service reminders on your Google Business Profile. These posts appear directly in search results which increases visibility and encourages clicks.

Mistake 28: Not Monitoring Competitors

Local SEO is competitive. If you never review competitor activity you may fall behind without realising it.

How to fix it:
Check competitor profiles monthly. Look at their reviews, posts, services, categories and photos. Identify what they do well and apply those improvements to your own strategy.

Mistake 29: Poor Landing Page Experience for Paid Local Campaigns

Many businesses run local ads but send traffic to generic or weak pages. This wastes ad spend and harms conversions.

How to fix it:
Create high quality landing pages that match your ad content. Include your location, service details, trust elements and clear calls to action. Keep the forms short and mobile friendly.

Mistake 30: Ignoring User Engagement Metrics

Local SEO is not only about keywords. Google looks at behaviour signals such as bounce rate, time on site and interactions. If users leave quickly Google assumes your site is not relevant.

How to fix it:
Improve your page layout. Add videos, FAQs, internal links and clear headings. Make your content easy to read. The better the user experience the stronger your local ranking potential.

Final Thoughts

Local SEO can transform how customers find and interact with your business, but even small mistakes can hold you back. By fixing issues such as inconsistent information, unoptimised profiles, or weak local content, you can improve your rankings, attract more leads, and strengthen your local reputation.

At Lillian Purge, we help businesses build effective local SEO strategies that boost visibility and drive real results.

If you want to attract more local customers and dominate your area’s search results, get in touch today.

We have also written in depth articles on How citations and directory listings affect Local SEO and Why mobile optimisation is critical for local search visibility as well as our Local SEO Help & Guidance Hub to give you further guidance.