by The Computing Australia Group | Top Local SEO Mistakes
to Avoid
Local search isn’t just “nice to have” anymore-it’s the front door to your business. When people search “near me,” they have intent. They’re hungry, stuck, comparing, or ready to buy. Get local SEO right and you’ll ride that wave of intent to steady foot traffic, inbound calls, and high-quality leads. Get it wrong and you’ll watch nearby competitors scoop them up.
This updated guide rewrites and expands your original article into a practical, modern playbook. You’ll learn the most common local SEO mistakes, why they hurt rankings and revenue, and exactly how to fix them-complete with checklists, examples, templates, and a 90-day plan. We’ll also modernise terminology (e.g., Google My Business is now Google Business Profile-GBP) and cover 2025-ready tactics like review velocity, service-area optimisation, GBP categories, photo hygiene, local schema, and Core Web Vitals for mobile.
Why Local SEO Matters Now
Local intent queries (“dentist near me”, “best Thai restaurant in Richmond”, “emergency plumber open now”) are decision-stage. Users aren’t browsing; they’re choosing. Optimising for local means:
- More map pack visibility (the top 3 local listings)
- Higher click-through rates from consistent NAP (Name, Address, Phone) and convincing reviews
- More calls, bookings, and walk-ins because your details are accurate and persuasive
Even a small improvement in rank and reputation can disproportionately lift conversions because the buyer is close to action.
The Big Three: Relevance, Distance, Prominence
Google’s local algorithm weighs:
- Relevance: How well your profile and pages match the query. (Keywords, categories, services, content)
- Distance: Physical proximity to the searcher. (Service areas and address strategy can influence eligibility)
- Prominence: Reputation & authority. (Reviews, links, citations, local press, brand demand)
The mistakes below typically damage one or more of these pillars.
Mistake #1: Treating Reviews as Optional
Fix it with a review system (not a wish)
- Ask consistently. Build a post-purchase/in-visit flow: email/SMS request 24–48 hours after service, QR code at checkout, tablet kiosk, and reminders after resolved support tickets.
- Make it easy. Link directly to your GBP review form; add it to receipts, email signatures, and appointment confirmations.
- Respond to every review. Thank positives with specifics; for negatives, acknowledge, apologise (if warranted), propose an offline resolution, and follow up.
- Mine reviews for keywords. Encourage customers to mention the service, suburb, and outcome naturally in their own words.
Quick template you can use:
“Thanks so much, [Name]! We’re thrilled the [service] at our [suburb] clinic met your expectations. If there’s anything else we can help with, call us at [phone].”
Checklist
- Automated review request after each completed job
- Quarterly training for frontline staff on how to request reviews
- Response SLA: within 48 hours (24 hours for negatives)
- Review link embedded in receipts, email signatures, and SMS
Mistake #2: Using the Wrong Keywords
Why it’s a problem: Ranking for broad non-geo terms (“dentist”) won’t consistently reach locals. You need geo-modified and service-specific phrases that mirror how nearby customers search.
Fix with local keyword research
- Combine service + suburb/region (e.g., “emergency plumber South Yarra”, “family lawyer Perth CBD”).
- Map intent: informational (“how to fix leaking tap”), commercial (“best plumber near me”), transactional (“book plumber today”).
- Use your service pages (not just your homepage) to target specific combinations.
- Add supporting content: FAQs, pricing pages, guarantees, and “areas we serve” with unique, helpful info.
Do this on-page
- Page title: Emergency Plumber in South Yarra | 24/7 Callout
- H1: “24/7 Emergency Plumber - South Yarra & Surrounds”
- Meta description: “Burst pipe or no hot water? Licensed local plumbers serving South Yarra in under 60 minutes. Call [phone].”
- Include suburb names in copy naturally and in image alt text where relevant.
Mistake #3: Inactive or One-way Social Profiles
Fix the feedback loop
- Post local proof: before/after photos, staff spotlights, neighbourhood involvement, short tips, and limited-time offers.
- Encourage DMs and comments; reply quickly; redirect to booking links.
- Repurpose: Turn reviews into graphics; turn FAQs into 30-second Reels.
- Add UTM tracking to profile links so you measure bookings/calls from social.
Mistake #4: No (or Poorly Optimised) Google Business Profile
(Formerly Google My Business-still the #1 local asset you control.)
Why it’s a problem: An incomplete, inconsistent, or abandoned GBP crushes your eligibility for the map pack and shrinks click-throughs.
Fix with a full GBP build
- Primary category must be exactly right (e.g., “Dental clinic” vs “Cosmetic dentist”). Add secondary categories thoughtfully.
- Business name: Use your legal/brand name-not keyword stuffing.
- NAP: Ensure exact consistency with your website and major directories.
- Hours: Add public holiday hours and update them; nothing kills trust faster than arriving to a closed door.
- Services/Products: List all major services with descriptions and prices if possible.
- Attributes: Accessibility, amenities, payment options, LGBTQ+ friendly, appointment required, etc.
- Photos & videos: Upload high-quality interior, exterior, team, and service shots. Replace low-quality user photos with better ones over time.
- Posts: Publish weekly offers, events, tips, and announcements.
- Q&A: Seed common questions (from real customer queries) and answer them thoroughly.
- Booking/integration: Connect scheduling and messaging where available.
- Profile completeness: Aim for 100% and keep it fresh.
Spam watch: Report competitors padding business names with keywords or using fake addresses. This protects users and levels the field.
Mistake #5: Weak Mobile Experience
Why it’s a problem: Most local searches happen on mobile. If your site is slow, cramped, or flaky, you’ll hemorrhage calls and bookings-no matter how good your rankings.
Fix for speed & usability
- Core Web Vitals: Achieve LCP ≤ 2.5s, CLS ≤ 0.1, INP ≤ 200ms.
- Calls to action: Sticky “Call Now” button, large tap targets (≥44×44px), click-to-call links, and floating map/directions on key pages.
- Navigation: Minimal menu items, obvious service pages, visible hours and address.
- Forms: Fewer fields, mobile keyboard types, autofill, and instant validation.
- Media: Compress images, use srcset/sizes, modern formats (WebP/AVIF), and don’t lazy-load above-the-fold hero images.
- Map embeds: Defer heavy scripts until interaction; provide a “Get directions” link.
Mistake #6: Thin, Dated, or Irrelevant Content
Why it’s a problem: The map pack gets attention, but your website closes the deal. If your content is generic or stale, users bounce and Google takes notes.
Fix with trust-building local content
- Service pages for each core offer and major suburb/area you genuinely serve. Avoid thin “doorway” pages-add unique FAQs, turnaround times, local references, and differentiation.
- Proof assets: Case studies (with suburb), project galleries, certifications, guarantee terms, and pricing guidance.
- Freshness: Update hours, offers, and seasonal content (e.g., “pre-winter roof inspections”).
- Local helpfulness: Event sponsorships, neighbourhood guides, “what to expect” checklists, pre- and post-visit instructions.
Content governance
- Editorial calendar (monthly) with owners and deadlines
- Quarterly content refresh for top pages
- Style guide for tone, disclaimers, and brand consistency
Mistake #7: Neglecting Local Backlinks & Mentions
Why it’s a problem: Prominence depends on other sites referencing yours. Without local links and brand mentions, competitors with community relationships will outrank you.
Fix with a local PR mindset
- Partners & suppliers: Ask for a “Where to buy/Our partners” listing.
- Local press: Pitch human interest stories, charity involvement, and expert commentary.
- Sponsorships: Clubs, meetups, school events (make sure you get a site link).
- Directories that actually matter: Industry associations, chambers of commerce, trade bodies.
- Digital PR: Data mini-studies (“average wait times by suburb”), how-to guides with local angles, or “best of” curated lists (transparent and useful).
Checklist
- Minimum 10 quality local mentions/links per quarter
- Branded anchor diversity (not just exact match)
- Press page on your site with media kit and contact
Mistake #8: Keyword Stuffing & Over-optimisation
Why it’s a problem: Prominence Stuffing location/service keywords in titles, headings, and GBP names looks spammy, hurts readability, and risks demotion or edits by Google.
Fix with natural language & entities
- Write for humans first and use synonyms/related entities (procedures, parts, neighbourhood landmarks).
- Keep one H1, descriptive H2/H3s, and concise, benefit-led titles.
- On GBP, use your real business name. Let categories, services, and reviews qualify your relevance.
Mistake #9: Inconsistent NAP & Missing Contact Details
Why it’s a problem: Prominence Mismatched addresses, phone numbers, or names confuse users and algorithms. You’ll lose trust and map eligibility.
Fix with a NAP discipline
- Decide a canonical business name, address, and phone.
- Update your website footer, contact page, and GBP first.
- Roll changes into major directories (Yelp, Bing Places, Apple Maps, Yellow Pages, industry directories).
- Use schema (LocalBusiness) to reinforce key facts (name, address, phone, hours, geo, sameAs).
Website must-haves
- Clickable phone and email
- Embedded map + “Get directions” link
- Clear service area notes (suburbs/regions)
Mistake #10: Ignoring Local Directories & Citations
Why it’s a problem: Prominence Citations (mentions of NAP on trusted sites) validate your business. A few high-quality citations beat hundreds of low-quality ones-but zero is a mistake.
Fix with a smart citation strategy
- Start with GBP, Bing Places, Apple Business Connect, then add industry directories and reputable locals (chamber of commerce, professional bodies).
- Ensure consistency of NAP and categories.
- Avoid mass-submitting to spammy sites. Focus on quality, accuracy, and maintenance.
Advanced Mistakes (Bonus): Photos, Categories, Spam, and More
1. Poor Photo Hygiene
- Low-quality or irrelevant photos repel clicks. Upload professional shots: storefront, signage, team, interior, before/after, equipment, accessibility features. Replace periodically to stay fresh.
2. Wrong Categories
- Your primary category heavily influences the searches you appear for. Re-evaluate quarterly. Add secondary categories for legitimate services (don’t over-do it).
3. No Services Menu in GBP
- Add service names and descriptions. These support relevance and help users compare quickly.
4. Not Using Posts or Q&A
- GBP Posts support time-sensitive offers and updates. Q&A lets you preload answers to real questions (e.g., parking, fees, accessibility).
5. Letting Competitor Spam Stand
- Report keyword-stuffed names, fake addresses, and clear violations. It improves results quality for everyone.
6. Service-Area Businesses (SAB) Misconfigured
- If you visit customers (e.g., plumbers, cleaners), hide the home address and specify service areas. Make sure your website reflects this to avoid confusion.
7. No Tracking on Calls & Bookings
- Use call tracking (with static numbers per channel or dynamic number insertion that preserves NAP on GBP) and UTMs on booking links to attribute performance.
Local SEO Launch Checklist
Google Business Profile
- Primary & secondary categories correct
- Business name matches signage/brand
- Address / service areas configured
- Hours, holiday hours, and attributes filled
- Services/products listed with descriptions
- High-quality photos/videos uploaded
- Messaging/booking enabled (if available)
- Weekly Posts scheduled
- Q&A seeded and monitored
- Review link created and distributed
Website
- NAP in footer and contact page (clickable)
- LocalBusiness schema implemented (JSON-LD)
- Service pages (by service & key suburbs) with unique content
- Fast mobile pages (CWV targets met)
- Clear CTAs: call, book, directions
- Map embed deferred; directions link present
- Privacy policy, T&Cs, and ABN/ACN (if relevant) visible (trust)
Citations & Links
- Core citations claimed (GBP, Bing, Apple Maps)
- Industry + local directories claimed & cleaned
- Chamber/association memberships linked
- Quarterly outreach plan for local PR/links
Measurement
- Search Console connected; sitemaps submitted
- Analytics goals (calls, bookings, contact forms)
- UTM taxonomy for GBP, social, email
- Call tracking configured (without breaking NAP)
A Practical 90-Day Local SEO Plan
Days 1–7: Foundations
- Audit GBP and fix critical gaps (categories, hours, NAP).
- Baseline rankings (map + organic) for top service+suburb keywords.
- Speed audit; implement image compression and critical CSS for mobile.
- Draft a review request SOP (who asks, when, message templates).
Days 8–30: Visibility & Trust
- Publish/refresh 3 core service pages + 1 “Areas We Serve” hub linking to genuine suburb pages (only where you deliver real value).
- Upload 20–30 high-quality photos to GBP; start weekly Posts.
- Launch review request automations; set response SLA to 24–48 hours.
- Claim top citations (Apple Maps, Bing Places, Yellow Pages, industry-specific).
- Outreach for 5 local links (partners, sponsorships, associations).
Days 31–60: Conversion & Experience
- Add sticky call/booking CTAs; simplify top forms.
- Implement LocalBusiness schema and test in Rich Results.
- Publish 2 local proof pieces (case study with suburb, event sponsorship recap).
- Build a FAQ hub and seed GBP Q&A.
- A/B test title tags/meta for top pages; refine copy based on search intent.
Days 61–90: Scale & Defend
- Add 2–3 suburb pages with unique FAQs, pricing context, and photos (no boilerplate).
- Pitch 1 local media story; sponsor/guest at a community event (with link).
- Audit competitors for category/keyword gaps; adjust yours accordingly.
- Quarterly NAP check; clean duplicates; report GBP spam where applicable.
- Report results: calls, bookings, routes requested, review velocity, and top converting pages.
Intermittent and extended lockdowns may be here to stay for some time. Most people will prefer online, no-contact services, which directly translates to more local searches. You can’t afford to make these common Local SEO mistakes and hurt your business. Are you looking for help to get your business online? Not sure if your website is optimised for local searches? If you answered yes, here’s what you need to do next. Contact us or email us at sales@computingaustralia.group and let us help you!
Jargon Buster
GMB : Google My Business (GMB) is Google’s business listing service that allows you to update your business information and engage with existing and potential customers through Google reviews.
Backlink:A backlink is a link on another website that points to your website.
NAP: Short for Name, Address, and Phone number; this acronym is often used to mean contact information.
FAQ
Is GBP enough to rank locally?
No. GBP is vital for the map pack, but your website, reviews, links, and consistency determine long-term success.
Should I list multiple locations?
If each has a real address, team, and signage, create separate location pages and distinct GBP listings. Avoid virtual offices or P.O. boxes.
Can service-area businesses rank without a storefront?
Yes-configure your GBP as a Service-Area Business, hide the address, and clearly document service areas on your site.
How many suburb pages should I create?
Only as many as you can make useful and unique. Thin “swap the suburb name” pages risk hurting trust and performance.
How long until results?
If you implement thoroughly, you can see map pack movement in weeks and steady lead growth over 1–3 months, compounding from there.
