Common Mistakes With Local Search and How to Avoid Them
It might be true that with local Search Engine Optimisation, the connection of a business to its customers in a neighborhood is either made or broken. Unfortunately, such huge potential for profit gets squandered because of even the simplest mistakes.
Local Search either makes or breaks the liaison between the business and the local customers. The sad but true fact is, however, that this amazing potential for profit gets squandered even due to the simplest mistakes.
Mistake 1: Not making sure that Your Google Business Profile is properly optimised
Your Google Business Profile or GBP is the most important ranking factor for visibility in the local search results. A neglected profile can mislead potential customers or keep you hidden from view.
Why This Is a Problem
- Outdated or missing information leaves customers guessing.
- Without a verified profile, your business loses credibility.
- An incomplete profile ranks lower in search results.
How to Avoid It
- Claim and Verify Your Profile: Set up your GBP and follow the steps to verify it.
- Update Information Regularly: Keep your hours, location, phone number, and business description accurate.
- Engage with Reviews: Respond to reviews, especially negative ones. This shows you care and helps build trust.
Quick Tip: Use high-quality images to give potential customers a look at what you offer.
Mistake 2: Overlooking Local Search Keywords
Using broad keywords may help with general SEO, but it can miss the mark locally. Local keywords connect your business to people in your area searching for your services.
Why This Is a Problem
- Without local keywords, you’ll compete with global websites.
- Your business may not show up in “near me” searches.
How to Avoid It
- Research Local Terms: Include phrases like “near me” or your city’s name in your keywords.
- Optimise Meta Tags: Add local keywords to meta descriptions and titles.
- Use Local Content: Share blog posts or pages discussing local events, news, or nearby landmarks.
Example: Instead of just “plumber services,” use “emergency plumber in Cape Town.”
Mistake 3: Inconsistent NAP (Name, Address, Phone Number) Across the Web
Having different contact details across websites can harm your local SEO. Consistency is key for Google to trust your information.
Why This Is a Problem
- Inconsistent NAP details make it harder for customers to contact you.
- Google may rank you lower if it doubts your credibility.
How to Avoid It
- Use a Spreadsheet: Keep a record of your NAP details across all platforms.
- Update Regularly: Whenever there’s a change, update all listings.
- Focus on Major Directories: Make sure your NAP is consistent on GBP, sites like Snupit and Brabys, and your website.
| Platform | Check Frequency |
|---|---|
| Google Business Profile | Monthly |
| Yelp | Every 6 months |
| Website | When changes occur |
Mistake 4: Poor Mobile Optimization
With more people searching on mobile, a site that doesn’t load well on phones loses customers fast.
Why This Is a Problem
- If your website isn’t mobile friendly, your mobile users won’t stay gor long.
- Google considers mobile optimization when ranking sites.
How to Avoid It
- Use Responsive Design: Ensure your website adapts to different screen sizes.
- Speed Up Loading Time: Compress images, reduce redirects, and remove unnecessary scripts.
- Test It: Use Google’s Mobile-Friendly Test to check your site’s compatibility.
Fun Fact: Over 60% of searches come from mobile devices!
Mistake 5: Neglecting Online Reviews
Online reviews affect your reputation and can boost your local search ranking. Ignoring them may keep you out of the top local results.
Why This Is a Problem
- Low or negative review counts discourage customers.
- Google considers reviews in its ranking factors.
How to Avoid It
- Encourage Happy Customers: Politely ask satisfied customers to leave a review.
- Respond to All Reviews: Address both positive and negative feedback professionally.
- Display Reviews on Your Website: Showcasing your Google reviews builds trust.
Tip: Make leaving a review easy by sharing a direct link.
Mistake 6: Forgetting to Optimise for “Near Me” Searches
Many customers use “near me” searches to find services close by. Ignoring this could reduce your visibility.
Why This Is a Problem
- “Near me” searches connect with local intent, crucial for nearby customers.
- Without “near me” optimization, competitors may rank higher.
How to Avoid It
- Add Location Pages: If you have multiple locations, create pages for each one.
- Use Local Structured Data: Help search engines understand your location with schema markup.
- Include Local Terms in Content: Make sure you use “near me” and other relevant phrases.
Mistake 7: Missing Backlinks from Local Sources
Local backlinks strengthen your online presence. Without them, you miss an easy way to build authority.
Why This Is a Problem
- Local backlinks increase your site’s trustworthiness.
- Without them, it’s harder to rank against established competitors.
How to Avoid It
- Partner with Local Businesses: Collaborate on content or events and ask for a link.
- List in Local Directories: Register your business on local sites like chambers of commerce or industry directories.
- Engage with Local Media: Reach out to local news sites for coverage.
Note: High-quality backlinks from reputable local sources boost trust with search engines.
Mistake 8: Using Only Paid Ads for Local Traffic
Paid ads will instantly help you, while organic SEO will provide long-term results. Relying solely on ads may sap your budget and yield benefits that last little time.
Why This Is a Problem
- Ads stop generating traffic once you stop paying.
- Organic results often build greater trust with users.
How to Avoid It
- Balance Paid and Organic SEO: Use ads to supplement SEO, not replace it.
- Focus on Content Marketing: Create helpful blog posts, guides, or videos to attract visitors naturally.
- Use Social Media: Share your content and attract local followers for free.
Mistake 9: Overlooking Structured Data (Schema Markup)
Structured data helps the search engines to understand your content. Without it, search engines may misinterpret your location and services.
Why This Is a Problem
- Schema markup improves local ranking.
- Without it, your business might not appear in rich results.
How to Avoid It
- Add correct Local Schema Markup: Include your business details like your address, phone number, and service area.
- Use a Schema Generator: Try using tools like Google’s Structured Data Markup Helper (https://www.google.com/webmasters/markup-helper/).
- Test Your Markup: Use Google’s Rich Results Test to verify your markup is correct.
Summary Table: Quick Fixes for Common Local Search Mistakes
| Mistake | Fix |
|---|---|
| Ignoring Google Business Profile | Claim, verify, and update your profile |
| Overlooking Local Keywords | Add city names and local phrases to your content |
| Inconsistent NAP | Keep name, address, and phone number the same everywhere |
| Poor Mobile Optimization | Use a responsive design and improve loading speed |
| Neglecting Online Reviews | Encourage reviews and respond to all feedback |
| Forgetting “Near Me” Optimization | Include location terms and schema markup |
| Missing Local Backlinks | Partner with local businesses and list in directories |
| Relying Only on Paid Ads | Balance organic and paid traffic sources |
| Ignoring Structured Data | Add schema markup for business location and services |
By rectifying these local SEO mistakes, you definitely will increase your business’ visibility online and attract many more customers from your locality. Check on these mistakes and correct them; there you go-getting up the ladder of the local search!
