If you’ve been working on your Google Business Profile but aren’t showing up when locals search for your services, you’re not alone. Many local business owners dive into local SEO with the best intentions, but a few common mistakes end up sabotaging their visibility.
However, these issues are straightforward to fix once you know what to look for. With that, here are 7 local SEO mistakes we commonly spot in GBPs and how to avoid them.
1. Inconsistent business info
Google uses consistency as a trust signal. When it finds conflicting information, it doesn’t know which version is correct, so it’s less likely to show your business in the map pack or local search results.
Your business Name, Address, and Phone number (NAP) must be identical everywhere you’re listed online. This goes for your GBP, Apple Maps, Facebook, Yelp, Yell, industry directories (e.g. Checkatrade) – everywhere. Even minor differences like “St.” versus “Street,” “Ltd” versus “Limited,” or a missing flat number can confuse Google and damage your local rankings. Audit your major listings and ensure your NAP matches exactly across all of them.
2. Choosing the wrong primary category
Google uses your primary category to determine which searches to show you in. Therefore, choosing vague or generic choices means you could miss out on the customers looking for exactly what you offer. Often, we’ve seen local businesses choosing a broad or inaccurate category like “Home Services” instead of “Plumber,” or “Retail” instead of “Pet Supply Store.” Your primary category is the most important so make sure, it is as specific as possible.
You can (and should) add secondary categories for additional services but make sure to keep them relevant and specific. A plumber might add “Boiler Installation Service” or “Emergency Plumber,” but adding something unrelated like “General Contractor” just to cast a wider net can actually hurt your rankings. Stick to what you actually offer, be specific, and you’ll rank better for the searches that bring in real customers.
4. Not asking for reviews (or only asking once)
Google reviews are massive for local SEO. They build trust, improve rankings, and influence whether customers choose you over competitors. Some businesses ask once for a review after a job is completed, then never follow up. To improve your local visibility, make review requests part of your routine, whether it be after every completed job or positive interaction.
Keep it simple with a text saying something like: “If you’re happy with our service, a quick Google review would really help us.” You could even use a short, direct link to your review page to make it easier for them. If they agree but forget, feel free to send a gentle reminder a few days later via text, WhatsApp, or email – whatever works for your business.
Most importantly, never offer incentives or rewards for reviews. It violates Google’s policies and can get your account penalised or even suspended.
5. Using a fake address or P.O. Box
If you’re a service-area business (like a plumber, electrician, or mobile service), it might be tempting to use a virtual office or P.O. box rather than use your home location. We strongly recommend that you don’t do this as Google knows and it can suspend your listing permanently.
Use your real, physical business address. If you don’t serve customers at that location, you can hide your address in your Google Business Profile settings and instead display your service areas. This keeps you compliant while still appearing in local searches for the areas you cover.
6. Neglecting your Google Business Profile
Many businesses claim their profile, fill in the basics and never touch it again. But Google favours profiles that are active and regularly maintained. The more attention you give it, the better your visibility.
Common habits like not uploading photos, ignoring customer reviews, forgetting to post updates, or leaving outdated business hours signal to both Google and potential customers that your business isn’t reliable or engaged.
One you have your GBP set up, make sure to keep it updated by:
- Keeping your hours and services up-to-date especially during holiday periods
- Uploading high-quality photos regularly whether it be your team or showcasing your work
- Posting weekly updates like offers, projects and news
- Respond to every review, positive and negative
An active profile signals to Google that your business is legitimate and engaged, which directly impacts your visibility.
7. Ignoring reviews or responding poorly
Reviews aren’t just for show, they’re a ranking factor. But it’s not just about getting them; it’s how you handle them. Time and time again, we’ve spotted local businesses only replying to a handful of reviews, the negative ones or not at all. All of which can hurt your reputation and rankings.
Instead, you should aim to respond to every review within 24-48 hours of it being posted. Thank customers for positive reviews and mention something specific they said to make the response personal. For the negative reviews, address them professionally by acknowledging the issue, apologising if appropriate, and offering to resolve it offline.
By doing this, both Google and potential customers will see that you value feedback, the good and the bad. Businesses that actively respond to reviews rank better and appear more trustworthy to potential customers.
7. Not tracking your results
You can’t improve what you don’t measure. Many local businesses guess at whether their efforts are working rather than tracking real data. Relying on occasional Google searches or gut feeling to see if you’re ranking tells you almost nothing about actual performance.
There are various free tools out there at your disposal you can use to monitor your businesse’s progress. Here are a few:
- Google Business Profile Insights: Track profile views, calls, direction requests, and website clicks
- Google Search Console: See which searches bring people to your profile
- Call tracking: Know which calls came from Google versus other sources
- Monthly ranking checks: Track where you rank for your key local searches
You don’t need to obsess over data – just check in monthly to spot trends and see what’s working. Consistent tracking helps you make smarter decisions and catch problems early.
Looking to improve your visibility today?
Local SEO doesn’t have to be complicated, but small mistakes or bad habits can quietly cost you customers. If you’re not sure where your Google Business Profile stands or which mistakes might be holding you back, we can help.
Contact us today at The Local Edge. We’ll show you exactly what’s hurting your visibility and how we can help you rank higher in local searches.