Introduction
Your home service business might be the best in town, but if customers can’t find you online, does it really matter?
Local SEO is your digital storefront. And yet, many contractors and service companies unintentionally sabotage their visibility by making simple, avoidable mistakes. The good news? Each one is fixable, and doing so could significantly boost your lead flow.
Let’s explore the top five local SEO mistakes, what they cost you, and how to fix them starting today.
Local SEO is your digital storefront. And yet, many contractors and service companies unintentionally sabotage their visibility by making simple, avoidable mistakes. The good news? Each one is fixable, and doing so could significantly boost your lead flow.
Let’s explore the top five local SEO mistakes, what they cost you, and how to fix them starting today.
1. Neglecting Your Google Business Profile (GBP)
Mistake: Many service businesses set up their GBP once and never touch it again.
Why it hurts: Inactivity signals to Google that your business may not be actively serving customers, which leads to lower local rankings.
Fix it by:
Why it hurts: Inactivity signals to Google that your business may not be actively serving customers, which leads to lower local rankings.
Fix it by:
- Logging in weekly to post updates
- Adding new photos regularly
- Asking for and responding to reviews
- Updating service areas and business hours seasonally
Google Business Profile accounts for 33% of your local ranking signals. Source: Moz Local Search Ranking Factors
2. Missing Local Keywords on Website Pages
Mistake: Using generic headings like “Our Services” or “AC Repair” instead of “AC Repair in [City Name]”.
Why it hurts: Google has no idea what city or area you serve. That means you’ll rank far lower or not at all for local queries.
Fix it by:
Why it hurts: Google has no idea what city or area you serve. That means you’ll rank far lower or not at all for local queries.
Fix it by:
- Using city-specific keywords in all titles and H1s
- Writing city-focused service pages (e.g., “Plumbing in Nocatee”)
- Optimizing image alt-text with local keywords
- Embedding a Google Map with your pin on contact pages
3. Inconsistent NAP (Name, Address, Phone) Information
Mistake: Your business name is listed as “Epic Cool Air” on Facebook, but “EpicCool Heating and Air Inc.” on Yelp.
Why it hurts: Search engines get confused and penalize you in rankings. Consistency = trust in terms of local search.
Fix it by:
Why it hurts: Search engines get confused and penalize you in rankings. Consistency = trust in terms of local search.
Fix it by:
- Doing a citation audit (use tools like BrightLocal or Whitespark)
- Manually updating directory listings to match your official GBP info.
- Using the same format everywhere (Suite vs. Ste., St. vs. Street)
4. Not Prioritizing Reviews
Mistake: Thinking “if I do a great job, reviews will come naturally.”
Why it hurts: Without a system, you won’t get enough volume to compete. Businesses in the local pack average 4.5+ stars and 50+ reviews.
Fix it by:
Why it hurts: Without a system, you won’t get enough volume to compete. Businesses in the local pack average 4.5+ stars and 50+ reviews.
Fix it by:
- Creating a post-service email or SMS automation to request reviews
- Making it easy (direct Google review link)
- Replying to all reviews within 24–48 hours
70% of consumers are more likely to choose a business that responds to reviews. Source: ReviewTrackers, 2024
5. No Local Link-Building Strategy
Mistake: Ignoring backlinks because “that’s for big websites.”
Why it hurts: Backlinks from other local and industry-relevant websites show Google that you’re a trusted business in your area.
Fix it by:
Why it hurts: Backlinks from other local and industry-relevant websites show Google that you’re a trusted business in your area.
Fix it by:
- Partnering with local builders, roofers, or real estate agents for referral links
- Contributing to local blogs or sponsoring events
- Getting featured in local media or business directories
The Fixes Are Easier Than You Think
By correcting these five mistakes, your home service business will start climbing search rankings, bringing in more traffic, calls, and revenue.
The key is consistency. Local SEO doesn’t deliver results overnight, but if you commit, the return on investment is huge.
Need a free audit or help correcting your local presence? Reach out to us now!
At Branded Internet Marketing Agency, we are dedicated to your success and will guide you every step of the way.
