Technology has made consumers “lazy.” The modern consumer has no time to walk from shop to shop, comparing prices and trying to find their ideal item. Even when the shop is just across the street, many will still shop online. And most consumers have a short attention span, averaging 8 seconds.
So, what does this mean for your small business?
If you’ve invested in local SEO for your small business, well done. You’re a step ahead of others who’ve not.
But if customers cannot find your business at least on the first page of search engine results, you’re not doing enough and need to up your game.
Common mistakes sabotaging your local SEO
1. Not optimizing your website for mobile
Is your business website mobile-friendly? If not, you’re making a costly mistake that will adversely impact your local SEO efforts.
According to research by Semrush, 63% of searches in the US are done on mobile.
Additionally, Google has updated its systems to favor mobile-optimized sites, making mobile-friendliness a major ranking factor. As a result, the search engine now crawls and indexes pages from the perspective of a mobile user. Therefore, well-optimized mobile sites and pages perform well in search results.
Here’s what happens when you neglect your mobile user experience;
- Your website becomes unresponsive
- Slow loading times
- Lower search engine rankings
Consequently, your target audience will easily leave your site and head to your competitors. Sometimes, even your customers might lose faith in your brand and be very unlikely to recommend your site to others. All this equals lost business and missed opportunities.
2. Not Creating a Google My Business Profile
Do you have a verified and well-optimized Google My Business profile? A Google My Business profile allows you to manage how your local business shows up across Maps and Search, among other Google products.
A GMB profile helps people find your business easily, especially if you serve clients within a designated area or at a particular location.
Additionally, your small business is twice as likely to be considered reputable if it’s verified on Google.
Google doesn’t get this information from your website, you must create it.
Generally, your GMB profile should contain essential information about your small business including;
- Business hours
- Contact details
- Photos
- Categories
An incomplete GMB profile will also adversely affect your local SEO negatively.
3. Ignoring online reviews
Online reviews have a significant influence on customer’s purchasing decisions and your search rankings. A survey by BrightLocal reveals that only 3% of consumers “never” read online reviews. This explains how deep-rooted online reviews are in consumers’ local business searches.
Do you encourage your happy customers to leave a review on your website or other reputable review platforms like Yelp and Google? If not, you’re making a huge mistake that is likely impacting your local SEO.
Positive reviews can help your small business rank better in local searches. Reviews help build trust with current and potential customers. Also, it’s a way to let Google know that your business is reputable.
So, how do you avoid this costly local SEO mistake in 2024?
First, actively encourage positive reviews. Your customer paying for your products or services and getting them doesn’t necessarily have to mean the end of business. Encourage them to continue engaging with your brand and business.
It’s worth noting that as you encourage positive reviews, you’ll also receive negative reviews. In fact, people are more likely to post a negative review than a positive one.
Why?
A good experience is a fair trade—it’s literally what customers expect when buying from you. So when they get exactly that, they probably won’t go about announcing it to others (a few will).
Negative reviews are a product of heightened emotional responses. The human brain processes negative emotions more thoroughly. And this explains why you’re more likely to remember something bad that happened many years back than something good that happened more recently.
So, while you encourage your customers to leave reviews of your business, ensure you’re creating positive experiences.
Moreover, consistently review and respond to customer feedback across all platforms, especially negative reviews. Have a procedure to address and resolve customer complaints or negative reviews professionally.
4. Having no or low-quality local content on your site
Local SEO won’t help your business if your website lacks local content. After all, content is king in digital marketing.
Google and people like content.
And not just any content but high-quality and relevant content. It’s one of the surest ways to turn your readers into leads.
Content is anything that people can read, listen or interact with, including blogs, videos, podcasts, and social media. It’s worth noting that the quality of your content matters more than the quantity.
So, how is not having content or having low-quality local content a mistake for your local SEO?
One of the primary objectives of Google is to ensure users receive the most relevant and useful search results. So, if you’re targeting local consumers, you want to have as much high-quality local content as possible.
Try to create content that speaks to and resonates with your target local audience. This will not only establish credibility within your community but also boost your online visibility and rankings significantly.
How do you incorporate localized content on your business website?
When creating content for your site, ensure you cover topics relevant to your local audience. This can be industry news, community events, or expert advice specific to your region.
Incorporate locally focused keywords in your content, such as regional attractions, city names, and neighborhoods. Insert the keyword naturally and contextually.
Collaborate with other small local businesses to create co-branded local content and take advantage of local resources like community events and tourist attractions to boost your online presence.
5. Inconsistent NAP Information
NAP stands for Name, Address, and Phone Number. NAP citations are among the crucial aspects Google and other search engines consider when deciding on businesses to show for geo-targeted searches.
A common local SEO mistake many small business owners make is having inconsistent NAP information across various online platforms and directories. These inconsistencies or inaccuracies confuse search engines signaling an untrustworthy business. Similarly, it makes it harder for potential customers to determine your business’ relevance in searches.
Therefore, if you want your small business to rank well in local organic search results, ensure your NAP information is accurately and correctly captured across your website, social media profiles, and local directories, among other platforms.
6. Lacking citations on major and local sources
How does Google or any other search engine verify that your business is open and active in your location?
Well, one way is through local citations. So, if you lack citations, you might be hurting your local SEO.
List your small business on relevant local websites and directories. Many small businesses strictly stick to one directory like Google My Business, and ignore others—don’t do this as you’ll hurt your rankings.
Additionally, ensure all information about your business is identical across all these platforms.
Don’t make local SEO mistakes
There you have it—common mistakes many small business owners make that ruin their local SEO. Now that you know, don’t make the same mistakes. Use the tips we’ve given to improve your local SEO game and attract more customers in your local area.
If you need help optimizing your online presence, get in touch with a local SEO agency in NJ. It’s one way to avoid the above local SEO mistakes and beat the competition.
