If your business serves a specific geographic area, showing up in local search results is one of the best ways to attract new customers. But ranking on Google’s local pack (those top map listings) isn’t automatic, and unfortunately, many small businesses unknowingly make mistakes that keep them buried on page two or beyond.

Local SEO is about much more than just having a website. It involves optimizing your online presence to ensure that when someone nearby searches for services you offer, your business appears front and center. And if you’re not ranking as well as you’d like, chances are you’re making one or more common local SEO mistakes.

Let’s break down the missteps that could be dragging your rankings down and what to do instead to boost your visibility and bring more local traffic through your doors.

1. Incomplete or Inaccurate Google Business Profile

Your Google Business Profile (formerly Google My Business) is one of the most important tools for local SEO. But too many businesses treat it like a set-it-and-forget-it listing.

Mistakes to avoid:

• Not claiming or verifying your profile

• Missing or outdated business information (like hours, phone number, or address)

• Using inconsistent business names or categories

• Neglecting to add photos or updates

Fix it:
Fully complete your profile, keep your information accurate, upload high-quality photos, and post regular updates. Make sure your business name, address, and phone number (NAP) match exactly across all platforms.

2. NAP Inconsistencies Across the Web

Your Name, Address, and Phone Number (NAP) should be consistent everywhere your business appears online, from your website to local directories and review sites.

Even small variations (like “Street” vs. “St.”) can confuse Google’s algorithm and make it harder for your business to rank well.

Mistakes to avoid:

• Different versions of your business name or phone number online

• Incorrect or outdated addresses in directories

• Not regularly auditing your listings

Fix it:
Audit your listings across major platforms (like Yelp, Facebook, Apple Maps, Bing). Use a tool like BrightLocal or Whitespark, or work with a local SEO service (like Fivenson Studios) to clean up and unify your NAP across the web.

3. No Location-Specific Landing Pages

If your business serves multiple locations or cities, you need dedicated landing pages for each one. Many businesses make the mistake of trying to target all locations on a single page, which makes it harder to rank for any of them.

Mistakes to avoid:

• Using one generic “Locations” page with a long list of cities

• Copy-pasting content across multiple city pages

• Leaving out location-specific details

Fix it:
Create unique pages for each location, with customized content that speaks to that area’s audience. Include location keywords, relevant testimonials, directions, and references to local landmarks or communities.

4. Ignoring Local Keywords

Many businesses focus only on broad keywords like “plumber” or “web design” without including local search terms that show intent, like “plumber in Ann Arbor” or “web design services in Detroit.”

Mistakes to avoid:

• Overlooking city-specific keywords

• Failing to add location-based terms to headings and content

• Stuffing keywords unnaturally

Fix it:
Do keyword research for your area and naturally incorporate local terms into your page titles, headings, meta descriptions, and body content. Think like your customers (what would they search for?).

5. Not Collecting (or Responding to) Reviews

Online reviews are a major trust signal for both Google and potential customers. If you’re not consistently collecting reviews, or replying to them, you could be hurting your visibility and reputation.

Mistakes to avoid:

• Not asking customers to leave reviews

• Ignoring negative feedback or failing to respond at all

• Only focusing on one review platform

Fix it:
Encourage happy customers to leave reviews on Google and other key platforms. Respond to all reviews, even the not-so-great ones. Tools like Fivenson Lead Solutions can help automate review requests and responses to maintain a strong online presence.

6. Poor Website Experience on Mobile

Local searches are often done on-the-go, which means your mobile experience is crucial. If your site loads slowly or is hard to navigate on a phone, visitors (and Google) will take notice.

Mistakes to avoid:

• Slow loading times

• Small text or buttons that are hard to tap

• Cluttered or confusing design

Fix it:
Make sure your site is responsive, fast, and easy to navigate on all devices. Use tools like Google PageSpeed Insights to test performance and resolve issues quickly.

7. No Local Schema Markup

Schema markup is a type of code that helps search engines understand your content better. While not required, adding local business schema can give your site a boost in local search results.

Mistakes to avoid:

• Not using structured data at all

• Failing to include relevant fields like business type, hours, or service area

Fix it:
Use local business schema to help Google pull rich information (like your address, phone number, and reviews) directly into search results. You can generate it using Google’s Structured Data Markup Helper or let your web developer handle it.

8. Forgetting About Backlinks

Backlinks are still a major part of SEO, and local backlinks can give your rankings a serious boost.

Mistakes to avoid:

• Relying solely on national or irrelevant backlinks

• Ignoring local sponsorships or partnerships that could provide a link

Fix it:
Reach out to local directories, newspapers, blogs, and organizations for backlink opportunities. Sponsor a community event, collaborate with local businesses, or get listed in area business directories to build high-quality local links.

9. Skipping Analytics and Tracking

If you don’t measure your performance, you can’t improve it. Many businesses fail to track the metrics that matter, like which pages bring in traffic, which keywords drive conversions, or how their Google Business Profile is performing.

Mistakes to avoid:

• Not installing Google Analytics or Google Search Console

• Ignoring metrics from your GBP insights

• Making changes without data to back them up

Fix it:
Regularly review your data to spot opportunities and weaknesses. Use tools like Google Search Console, Google Business Profile Insights, and Fivenson Lead Solutions to track local search performance and improve decision-making.

Final Thoughts: Clean Up and Climb the Rankings

Local SEO doesn’t have to be complicated, but it does require consistency and attention to detail. Avoiding these common mistakes can make a major difference in how your business performs in local search results.

If you’re unsure where to start or are overwhelmed by the details, Fivenson Studios is here to help. From optimizing your Google Business Profile to cleaning up local listings and fine-tuning your website, we’ll work with you to improve your visibility and bring more local traffic your way.

Ready to stop missing out on local leads? Let’s talk.