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).

At Lillian Purge, we specialise in local SEO services, helping businesses improve their visibility in nearby searches and attract more customers from their area. Local SEO is one of the most powerful ways to grow a business online, yet many companies fail to get it right. Even small mistakes can make the difference between ranking at the top of Google Maps or being invisible to potential customers. Understanding these common errors—and how to fix them—can dramatically improve your local search performance.

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 Missing details, outdated information, or low-quality photos can harm visibility and engagement.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

Reviews are one of the strongest local ranking factors. Businesses that ignore reviews or fail to respond to them risk losing both rankings and customer trust. Google values engagement and reputation management when deciding who appears in the local pack.

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 search 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.

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.