{"id":6258,"date":"2024-11-06T08:46:35","date_gmt":"2024-11-06T15:46:35","guid":{"rendered":"https:\/\/whitespark.ca\/?p=6258"},"modified":"2024-11-06T08:55:10","modified_gmt":"2024-11-06T15:55:10","slug":"16-common-local-seo-mistakes-and-how-to-avoid-them","status":"publish","type":"post","link":"https:\/\/whitespark.ca\/blog\/16-common-local-seo-mistakes-and-how-to-avoid-them\/","title":{"rendered":"16 Common Local SEO Mistakes and How to Avoid Them"},"content":{"rendered":"\n<p><em>If I could turn back time<\/em><br><em>If I could find a way<\/em><br><em>I\u2019d take back those local SEO mistakes<\/em><br><em>And say, \u201cYay!\u201d<\/em><\/p>\n\n\n\n<p>Let my repurposing of <a href=\"https:\/\/en.wikipedia.org\/wiki\/If_I_Could_Turn_Back_Time\" target=\"_blank\" rel=\"noreferrer noopener\">a chart-topping 80s anthem<\/a> serve to illustrate how fantastic it can feel when you catch yourself <em>before<\/em> you make a mistake. Some mistakes are wrong steps you accidentally take while others are opportunities you\u2019ve overlooked, undermining success. The resultant headaches of either can definitely cause crooning over the wish for a time machine to go back and undo the problem before it began.<\/p>\n\n\n\n<p>Whether you\u2019re new at local search engine optimization or marketing a brand new local business from scratch, a run-through of my list of 16 very common mistakes could save you from having to belt out a very sad ballad of brand woe later on. It could also help you identify a mistake you\u2019re currently struggling with and find a way to rectify it. Let\u2019s make sure your company is one of the happy ones who know how to avoid these major errors:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Misunderstanding your market and competitors<\/h2>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfYDuTfIgFMMBBeNf8IaI08uxB9U9m16mH0eapfyc7Xq0_0x_YyEvn5VLZpWkWlr-Z9FX5atOiVlqznaq6LV3rZymq0gzIlcDXTFCfi6u_cxcGpZwMrW5_-CuKMxmugey_WWWXzfXLw2gnWDCDBBF3H5OBu?key=xDUA_9m-c6J1h7wEFXpDGg\" width=\"624\" height=\"415\"><\/p>\n\n\n\n<p>The market for any location of your local business is made up of two components:<\/p>\n\n\n\n<p>The first is a geographic radius within which Google will show your business to nearby searchers. These potential customers will only see your business as a local or organic result while they are physically located within this radius; once they move outside of it, your business is no longer returned as a result for them.<\/p>\n\n\n\n<p>The second is your direct competitors who are shown within this same customer radius.<\/p>\n\n\n\n<p>If you don\u2019t know your market, you will misunderstand who you are serving and who you are competing against. Getting clear on this point is the foundation of your local search marketing strategy, and while local SEO can help you expand your market, it\u2019s vital to know that there are limitations.<\/p>\n\n\n\n<p>For example, the above screenshot from Google Maps shows Google\u2019s concept of the borders of the town of Mendocino, California. A business outside this perimeter may find it harder to rank for searchers located within the red outline and vice versa.<\/p>\n\n\n\n<p>Drive around town and do your own mobile searches for the phrases that matter most to you to understand both where you show up for potential customers and which competitors are part of your market. Scale this process with a tool like Whitespark\u2019s <a href=\"https:\/\/whitespark.ca\/local-rank-tracker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Local Rank Tracker<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Picking the wrong business location<\/h2>\n\n\n\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdhvVy8fJDipr2oTiGXew6wMBvvWA0VPvaOKQbEaVSv3iGgYNteQrS30gAsUrOL4l9OghvlVRwho6Nl2HX38cnZEf1DAIr47Cl11crd4Zuu-J12-2B-yHZ-FMFy57g550ozwYTsiw4INyXub04cwve7U2sY?key=xDUA_9m-c6J1h7wEFXpDGg\" width=\"622\" height=\"313\"><\/p>\n\n\n\n<p>Because of Google\u2019s bias regarding the proximity of searchers to physical business locations, where you set up shop will have a tremendous impact on the ability of your company to rank well for a desired audience. The above screenshot from Google Maps shows a lodgings brand called Heartwood that is located outside the borders of the town of Mendocino, and this is one of the commonest causes of local search ranking difficulties. Without the right address, you will be in a constant uphill battle to be visible in Google\u2019s local packs in competitive markets.<\/p>\n\n\n\n<p>Carefully study your market before you rent, buy, or build so that you understand the ideal location for being visible both offline and online. If a current location has proven to be a major liability and your marketing is failing to overcome Google\u2019s proximity bias, you may need to consider moving.<\/p>\n\n\n\n<p>A poor choice of address is also at the root of a completely different and extremely common local SEO conundrum: being located too close to a direct competitor. If you locate your business within the same building or even within a few blocks of a competitor who shares your same Google Business Profile (GBP) categories, you may find your listing <a href=\"https:\/\/www.linkedin.com\/posts\/darrenshawwhitespark_localseo-seo-activity-7140728441447796737-WRqR\" target=\"_blank\" rel=\"noreferrer noopener\">filtered out at the automatic zoom level<\/a> of Google Maps. If the competitor has succeeded in sending signals to Google that it\u2019s the stronger, more relevant result for searchers, they will be visible at this zoom level while your listing only appears when you zoom in.\u00a0<\/p>\n\n\n\n<p>This is one of the more difficult nuts to crack, because many types of businesses rely on being centrally located in high-traffic areas. Think of downtown shopping districts or auto rows. The solution is not for a boutique or car dealership to move away from these centers of commerce, but to invest as much as they can in their local SEO and local search marketing so that they become the stronger competitor in Google\u2019s eyes and, thus, avoid being filtered for as many search terms as possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">3. Misnaming your business<\/h2>\n\n\n\n<p>This topic is so important that we\u2019ve devoted an entire column to <a href=\"https:\/\/whitespark.ca\/blog\/everything-that-can-go-right-and-wrong-with-your-local-business-name\/\" target=\"_blank\" rel=\"noreferrer noopener\">Everything That Can Go Right and Wrong with Your Local Business\u2019 Name<\/a>. Read it to see the fullest picture of this common problem, but in brief, if you choose the wrong name for your company, it can put you at a competitive disadvantage in your ranking and marketing efforts. Avoid local business names that are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Too specific<\/strong> &#8211; don\u2019t use town or city names in your brand unless you have no plans to ever expand beyond that location, and don\u2019t use product\/service names that are too limited, unless you never plan to expand your offerings. You don\u2019t want to have to try to market Mendocino Hotel when you open your second hotel in Monterey, and you don\u2019t want to be named Bob the Dog Sitter if you decide to expand your business to take care of cats and other kinds of pets.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Too vague<\/strong> &#8211; ideally, you want at least one popular search term in your business title. Google demonstrably favors local business names that contain keywords (so much so that spammers violate Google\u2019s guidelines by <a href=\"https:\/\/www.linkedin.com\/posts\/darrenshawwhitespark_localseo-seo-activity-7255292215575367684-W2d_\" target=\"_blank\" rel=\"noreferrer noopener\">stuffing their GBP business names in with lists of keywords<\/a>). You\u2019ll be better off being \u201cBob the Pet Sitter\u201d (pet sitter is a GBP category and popular keyword phrase), rather than something less clear like \u201cBob Loves Animals\u201d.<\/li>\n<\/ul>\n\n\n\n<p>If you\u2019ve already made a naming mistake, it may be time to consider legally acquiring a DBA and rebranding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Misunderstanding Google<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"709\" src=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-1024x709.jpg\" alt=\"\" class=\"wp-image-6260\" srcset=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-1024x709.jpg 1024w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-300x208.jpg 300w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-768x532.jpg 768w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-1536x1064.jpg 1536w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/google-is-for-profit-2048x1419.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Google has become so ingrained in daily life that it\u2019s easy to mistake it for something like a public service. For example, when you visit a library, the entire experience has been organized for your benefit, from the way librarians offer you one-on-one assistance, to the way books are shelved in alphabetical order, to the civic agreement of letting you take materials home with you, provided you return them. You understand the rules and fines and can quickly get help if any feature of the library is unclear to you. The library is there to serve you \u2013 not profit from you.<\/p>\n\n\n\n<p>Google, by contrast, is there to earn money for its shareholders. It makes whatever decisions it feels are necessary to maximize its revenues, and it is not obliged to provide local business owners with an experience that feels fair, helpful, or clear. While, ostensibly, it is in Google\u2019s best interests to engage and support the local business community so that people like you provide plenty of content around which Google can place its paid products, they are under no obligation to serve you.<\/p>\n\n\n\n<p>Because of this dynamic, local business owners commonly come up against aspects of Google\u2019s local search products that lack transparency and feel unfair, confusing, buggy, broken, and frustrating. It can take many years to realize that the content you\u2019ve created for Google (like your GBP) belongs to them \u2013 not to you. They can shutter your listings, delete your reviews, penalize your business, rank spammers ahead of you, and offer no explanation for apparent failures on their part.<\/p>\n\n\n\n<p>Google\u2019s <a href=\"https:\/\/apnews.com\/article\/google-antitrust-ad-tech-virginia-opening-7a19f525287f782609a5316b1fdb08f0\" target=\"_blank\" rel=\"noreferrer noopener\">monopoly status<\/a> is problematic. Their visibility means you almost have to play in their ballpark if you want to be fully present online to your community, but, at the same time, there is little urgency on their part to improve long-standing problems with their system because they have no real competition. You\u2019ll save yourself years of angst if you recognize that this brand operates like many large corporations, owns the content you create in their products, and causes lots of difficulties for business owners. All your competitors are in the same boat as your brand when it comes to Google, and you\u2019ll need to focus lots of energy on your GBPs, but should not forget that other marketing opportunities exist beyond them.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Misunderstanding your business model and GBP eligibility<\/h2>\n\n\n\n<p>You\u2019ll avoid multiple costly mistakes in creating Google Business Profiles if you take 20 minutes to read through the <a href=\"https:\/\/support.google.com\/business\/answer\/3038177?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Guidelines for representing your business on Google<\/a> beforehand. Your goal here is to understand:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>How Google sees your business model<\/li>\n\n\n\n<li>How many listings (if any) your model makes you eligible for<\/li>\n<\/ol>\n\n\n\n<p><strong>Your business model will typically fit one of these categories:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Single location brick-and-mortar (like a clothing boutique)<\/li>\n\n\n\n<li>Multi-location brick-and-mortar (like a chain of clothing stores)<\/li>\n\n\n\n<li>Single location service area business (like a solopreneur plumber)<\/li>\n\n\n\n<li>Multi-location service area business (like a plumbing chain or franchise)<\/li>\n\n\n\n<li>Single or multi-location hybrid business (like a pizza restaurant or chain that offers both indoor dining and delivery)<\/li>\n\n\n\n<li>Delivery-only (like a virtual kitchen)<\/li>\n\n\n\n<li>Multi-practitioner location (like a legal practice with 5 attorneys)<\/li>\n\n\n\n<li>Multi-department location (like an auto dealership with separate departments for parts, service, and sales)<\/li>\n\n\n\n<li>Home-based business (like a furniture repair shop in your garage)<\/li>\n\n\n\n<li>Seasonal business (like a Christmas tree farm)<\/li>\n\n\n\n<li>A co-branded location (like two fast food franchises sharing physical premises)<\/li>\n\n\n\n<li>Another model, like an ATM, food truck, or kiosk<\/li>\n<\/ul>\n\n\n\n<p><strong>Conversely, the following models are typically ineligible for Google Business Profiles:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Online-only businesses (like an e-commerce brand, software business, or virtual consultancy)<\/li>\n\n\n\n<li>Businesses that do not serve customers face-to-face (like a directory)<\/li>\n\n\n\n<li>Businesses without an eligible address (like companies that only have a P.O. box or unstaffed virtual office<\/li>\n<\/ul>\n\n\n\n<p>By knowing your model as Google sees it, you will see how many listings you are eligible for and which of Google\u2019s guidelines are applicable to how you should fill out your Google Business Profile.<\/p>\n\n\n\n<p>If, however, any of Google\u2019s guidelines indicate that you\u2019re ineligible to list your business, you need to know this, too, so that you don\u2019t waste time on using a system that isn\u2019t meant for you. For example, if you don\u2019t serve customers face-to-face, or are trying to use a P.O. box as your address, you\u2019re not eligible for a GBP. Knowing this, you might choose to make operational changes to become eligible for listings. Otherwise, creating an ineligible listing means it will always be at risk for <a href=\"https:\/\/whitespark.ca\/blog\/unverified-vs-disabled-vs-suspended-gbps-whats-the-difference\/\" target=\"_blank\" rel=\"noreferrer noopener\">a variety of penalties and removal<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">6. Miscategorizing your GBP<\/h2>\n\n\n\n<p>When creating a GBP, you are allowed to pick a primary category and up to 9 additional categories. Correct categorization will help your listing be visible in Google\u2019s local results for relevant searches, but incorrect categorization can create the following problems:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Not being shown to relevant searchers<\/li>\n\n\n\n<li>In the multi-practitioner scenario, you may find a practitioner listing outranking the main listing for the brand if you share the same primary categories across all of them; a way to protect your business from this is to diversify categories across the different practitioner listings<\/li>\n\n\n\n<li>Even if your listing ranks well for a particular search term, the primary category may not instill confidence in the searcher; for example if your primary category is \u201crestaurant\u201d, but competitors have chosen \u201cItalian restaurant\u201d, a searcher looking specifically for an Italian restaurant may choose a better-categorized business over yours because they\u2019re more confident that it offers Italian food<\/li>\n<\/ul>\n\n\n\n<p>Our annual Local Search Ranking Factors survey most recently found that miscategorization is <a href=\"https:\/\/whitespark.ca\/local-search-ranking-factors\" target=\"_blank\" rel=\"noreferrer noopener\">the #1 negative ranking factor<\/a>. Use a free Chrome extension like <a href=\"https:\/\/www.gmbeverywhere.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">GMB Everywhere<\/a> to see all of your competitors\u2019 categories to be sure you\u2019re making good choices with this vital field.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">7. Muddling your GBPs<\/h2>\n\n\n\n<p>Specific business models need to take care not to share certain details across listings, to avoid confusing Google and the public. Here are some rules of thumb:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A multi-location model should have a unique address and phone number for each listing<\/li>\n\n\n\n<li>A multi-practitioner business should have a unique phone number for each practitioner<\/li>\n\n\n\n<li>A multi-department business should have a unique phone number for each department<\/li>\n\n\n\n<li>A multi-location service area business should not overlap its service areas, in general, but <a href=\"https:\/\/www.sterlingsky.ca\/multiple-google-my-business-listings\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google sometimes makes exceptions for large chains<\/a><\/li>\n\n\n\n<li>If you are operating more than one business at the same address, each entity should have its own phone number and should not share categories<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">8. Making a minimal effort with your GBPs<\/h2>\n\n\n\n<p>In any busy market, you will always be seeking to be competitive, and one tried-and-true approach to this goal is to make a maximum effort with your GBPs, instead of a cursory one. If Google gives you the option to fill out a field or use a feature, always investigate it to see if it\u2019s a good fit for your business, and be sure you can say \u201cyes\u201d to everything on this mini checklist:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-724x1024.jpg\" alt=\"\" class=\"wp-image-6281\" srcset=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-724x1024.jpg 724w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-212x300.jpg 212w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-768x1086.jpg 768w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-1086x1536.jpg 1086w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-1448x2048.jpg 1448w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/8-Making-a-minimal-effort-with-your-GBPs-1-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<p>It\u2019s astonishing to me to see that, in 2024, Google\u2019s local business index is still full of minimal-effort listings. Countless brands are leaving an incalculable opportunity on the table to have the most active and engaging profile in town.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9. Making a minimal effort with your reviews<\/h2>\n\n\n\n<p>Review neglect is, perhaps, both the commonest and costliest local SEO mistake. Reviews are your most persuasive free sales force and a major seat of your online customer service. Neglect of this content can quickly erode your average star rating and put your brand into dangerous territory of not being trusted and chosen by the public. Be sure you can say \u201cyes\u201d to everything on this short checklist:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-724x1024.jpg\" alt=\"\" class=\"wp-image-6273\" srcset=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-724x1024.jpg 724w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-212x300.jpg 212w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-768x1086.jpg 768w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-1086x1536.jpg 1086w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-1448x2048.jpg 1448w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/9-Making-a-minimal-effort-with-your-reviews-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<p>For a complete breakdown of the importance of reviews, read <a href=\"https:\/\/whitespark.ca\/blog\/why-local-business-reviews-are-so-important\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Importance of Local Business Reviews<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">10. Not tracking your SERPs over time<\/h2>\n\n\n\n<p>When you make marinara sauce from scratch, you stand at the stove, adding a pinch of salt, a sprinkle of oregano, and then tasting each time to judge the effect of your seasoning. Local rank tracking is exactly like this; if you make a change to your GBP or SEO strategy, or something changes in your market, a local rank tracker allows you to measure the impact. Without the ability to<a href=\"https:\/\/whitespark.ca\/blog\/6-benefits-of-rank-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\"> track listing performance over time<\/a>, you\u2019ll be in the dark as to whether certain efforts on your part are yielding a positive result or whether problems are emerging which are allowing competitors to get ahead of you.\u00a0<\/p>\n\n\n\n<p>Every local business in a competitive market needs a strategy for tracking and analyzing local SERP visibility. Check out Whitespark\u2019s <a href=\"https:\/\/whitespark.ca\/local-rank-tracker\/\" target=\"_blank\" rel=\"noreferrer noopener\">Local Rank Tracker<\/a> for more information on this important aspect of doing business effectively online.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">11. Misunderstanding who your website is for<\/h2>\n\n\n\n<p>Early in my career in local SEO, I audited tons of websites and nearly every publication I reviewed was hampered by this basic misunderstanding: <em>our website is for our business.&nbsp;<\/em><\/p>\n\n\n\n<p>While it\u2019s true that your brand\u2019s website should feature a wealth of information about every aspect of your company, it shouldn\u2019t be built for you. Y<em>our website is for your potential customers, <\/em>and every line of text it contains, every photo, every video, every link, every menu, every tool, every feature, and every CTA should speak directly to the visitor.&nbsp;<\/p>\n\n\n\n<p>I think old-school brochures have a lot to answer for when it comes to how businesses are still representing themselves in 2024 on the web. It\u2019s such an easy mistake to fall into, writing about your brand as though you were talking to your team or peers at an all-hands meeting. Thankfully, it\u2019s also an error that\u2019s simple to correct.&nbsp;<\/p>\n\n\n\n<p>Don\u2019t talk to yourself on your website. Turn the entire publication around to directly address your customers and help them take actions. We know from the recent <a href=\"https:\/\/www.youtube.com\/watch?v=cymhsnWsZoQ&amp;t=1s\" target=\"_blank\" rel=\"noreferrer noopener\">Google leaks<\/a> that user behavior directly impacts organic rankings, and we also know that organic rankings underpin local pack rankings. You want an engaged audience, and how you speak to them via your website matters.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">12. Neglecting keyword research<\/h2>\n\n\n\n<p>A core component of speaking directly to your visitors via your website and other digital assets is reflecting their own language in what you write. When combined with active listening at your place of business, keyword research helps you understand how the public searches for what you offer.<\/p>\n\n\n\n<p>You have many free options for a basic product including offerings from <a href=\"https:\/\/backlinko.com\/tools\/keyword\" target=\"_blank\" rel=\"noreferrer noopener\">Backlinko<\/a>, <a href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/start\" target=\"_blank\" rel=\"noreferrer noopener\">SEMrush<\/a>, <a href=\"https:\/\/moz.com\/explorer\" target=\"_blank\" rel=\"noreferrer noopener\">Moz<\/a>, and <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7337243?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a> and many paid options for scaling up. Your findings should be reflected in the tags, text, links, and CTAs of your website to ensure that you are speaking your community\u2019s language.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">13. Neglecting on-page SEO<\/h2>\n\n\n\n<p>An unoptimized website is a neglected asset that could be doing so much more to impact your brand\u2019s bottom line. In addition to reflecting the findings of your keyword research in your website\u2019s title tags, headers, alt text, links, main body text, meta descriptions and other core components, be sure you can answer \u201cyes\u201d to everything on this checklist that applies to your model:<\/p>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-724x1024.jpg\" alt=\"\" class=\"wp-image-6274\" srcset=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-724x1024.jpg 724w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-212x300.jpg 212w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-768x1086.jpg 768w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-1086x1536.jpg 1086w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-1448x2048.jpg 1448w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/13-Neglecting-on-page-SEO-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n<\/div><\/div>\n\n\n\n<p>This is a very basic list, but a lot of work goes into checking off the boxes and ensuring that your website has been optimized both for humans and search engine bots.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">14. Not maintaining your own website<\/h2>\n\n\n\n<p>This is one of the easiest mistakes into which local business owners fall. You are so busy with your day-to-day operations that days, weeks, or even months can go by without giving yourself the time to sit down and look through your own website and do some searches in Google to see how your site is being presented in the SERPs. When this maintenance task is neglected, all of the following serious problems can arise:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hacking and the injection of malware<\/li>\n\n\n\n<li>Usability stumbling blocks, like broken links, images, and forms<\/li>\n\n\n\n<li>Outdated information misleading visitors&nbsp;<\/li>\n\n\n\n<li>The publication of inaccurate information by others at the business<\/li>\n<\/ul>\n\n\n\n<p>Tiny neglected details can quickly add up to both security risks and bad UX. Be sure you have a process in place for regularly touring your own website as if you were a visitor and auditing it for errors both manually and with tools.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">15. Misunderstanding the online component of customer service<\/h2>\n\n\n\n<p>Many local businesses have yet to make the leap of understanding that the online experience customers have with your brand must be given as much attention in your customer service strategy as the interactions that take place within the four walls of your premises. Neglect of online customer service will erode your reputation, rankings, and revenue. Every business and community is unique, but at a minimum, your online customer service strategy should include the following:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"1024\" src=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-724x1024.jpg\" alt=\"\" class=\"wp-image-6275\" srcset=\"https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-724x1024.jpg 724w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-212x300.jpg 212w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-768x1086.jpg 768w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-1086x1536.jpg 1086w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-1448x2048.jpg 1448w, https:\/\/whitespark.ca\/wp-content\/uploads\/2024\/11\/15-Misunderstanding-the-online-component-of-customer-service-scaled.jpg 1810w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">16. Neglecting to keep up with local SEO news<\/h2>\n\n\n\n<p>Platforms like Google are constantly rolling out new fields, features, and opportunities for local businesses to market themselves. It may be too much for a busy local business owner to keep up with on a daily basis, but a system should be put in place for a monthly or quarterly review of any major developments. Neglect of this practice can lead to your competitors gaining an edge because they have latched onto a new asset that you have overlooked.&nbsp;<\/p>\n\n\n\n<p>A practical solution to maintaining awareness is to sign up for a few local SEO newsletters that will help you keep current at a pace that works for your business. We recommend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/whitespark.ca\/subscribe-to-local-insider\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Whitespark Local Insider Newsletter<\/a><\/li>\n\n\n\n<li>Near Media\u2019s <a href=\"https:\/\/www.nearmedia.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">Near Memo<\/a><\/li>\n\n\n\n<li>Sterling Sky\u2019s <a href=\"https:\/\/www.sterlingsky.ca\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Local SEO Newsletter<\/a><\/li>\n<\/ul>\n\n\n\n<p>You may find others you highly value, and even if you don\u2019t have time to devote to a daily scan of social media for local search developments, publications like these will be sitting in your inbox for whenever you\u2019re ready to book time for reading. Be on the lookout for debut opportunities that are a perfect fit for your business and customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summing it up<\/h2>\n\n\n\n<p>Was there ever a truer axiom than that everybody makes mistakes? I doubt it, because I\u2019ve made so many of my own, and have consulted with so many local business owners whose small missteps have led to big problems. Hopefully, my list of 16 common local SEO errors has helped you avoid needless trouble, and by sharing this piece with your team, you can all spend more time focusing on the fun and creative side of marketing instead of getting mired in messes.\u00a0And, I hope it\u2019s encouraging to realize that most mistakes are fixable with a judicious, concerted effort.<\/p>\n\n\n\n<p>Feeling beset by problems with your local search marketing strategy? Whitespark can help, and we\u2019re just <a href=\"https:\/\/whitespark.ca\/book-a-call\" target=\"_blank\" rel=\"noreferrer noopener\">a phone call away<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If I could turn back timeIf I could find a wayI\u2019d take back those local SEO mistakesAnd say, \u201cYay!\u201d Let my repurposing of a chart-topping 80s anthem serve to illustrate how fantastic it can feel when you catch yourself before you make a mistake. Some mistakes are wrong steps you accidentally take while others are [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":6285,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"16 Common Local SEO Mistakes and How to Avoid Them","_seopress_titles_desc":"This list of 16 common local SEO mistakes will save you from wasting your time and marketing budget and take you to the top of the SERPs.","_seopress_robots_index":"","footnotes":""},"categories":[1],"tags":[],"classification":[],"class_list":["post-6258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"_links":{"self":[{"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/posts\/6258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/comments?post=6258"}],"version-history":[{"count":5,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/posts\/6258\/revisions"}],"predecessor-version":[{"id":6284,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/posts\/6258\/revisions\/6284"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/media\/6285"}],"wp:attachment":[{"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/media?parent=6258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/categories?post=6258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/tags?post=6258"},{"taxonomy":"classification","embeddable":true,"href":"https:\/\/whitespark.ca\/wp-json\/wp\/v2\/classification?post=6258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}