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Common Local SEO Mistakes

By Duncan - LocalScout Founder•
Futuristic map with green and red pins

For a long time in local SEO, you could build a Google Business Profile (Google My Business for the OGs), put up a site, and you would rank reasonably well. Unfortunately, as more people have gotten the basics down, competition is continuing to rise with no signs of stopping. The rise of AI has not made this any easier and has left many SEOs wondering where to go next to help push their clients to the next level.

In 2026, the game has shifted. We aren't just trying to rank in a list of blue links anymore; we’re trying to build Entity Trust so that AI agents and search engines feel confident recommending you.

Here is my breakdown of the most common local SEO mistakes I see businesses making right now and, more importantly, how you can fix them.

1. The "NAPW" Inconsistency (The Entity Killer)

We used to just talk about NAP (Name, Address, Phone). Today, it’s NAPW, adding Website and Working Hours to the mix.

  • The Mistake: Having a different closing time on Yelp than on your Google Business Profile (GBP), or using "Ste. 5" in one place and "#5" in another.
  • Why it Matters: Search engines and AI models like Gemini see your business as an Entity. If your data is fragmented, their "confidence score" in your business drops. If they aren't 100% sure when you're open, they simply won't show you to a "near me" searcher.
  • The Fix: * Create a Master NAPW Document.
  • Audit your major citations (Google, Apple Maps, Bing, Facebook, and Yelp) and ensure they match your Master Document character for character.
  • Pro Tip: Use tools like BrightLocal or Whitespark to find and sync those "ghost" listings you forgot you created five years ago.

2. Keyword Stuffing Your Business Name

  • The Mistake: Changing your GBP name to something like "Main Street Plumbing - Best Plumbers & Emergency Drain Repair."
  • Why it Matters: Google has significantly tightened enforcement in 2026. Keyword stuffing is the fastest way to get your profile suspended. Even if you don't get suspended, it looks spammy to customers and can actually hurt your "Entity Trust" with AI search.
  • The Fix: * Use your legal, real-world business name—the one that’s on your physical signage and tax documents.
  • If you want to rank for "Emergency Drain Repair," put that in your Services section and your Business Description, not the title.

3. Robotic or Non-Existent Review Responses

  • The Mistake: Either ignoring reviews entirely or using a generic "Thanks for the feedback!" AI-generated response for everyone.
  • Why it Matters: Reviews are a massive local ranking factor, but the interaction matters more now. Search engines look for "sentiment" and "relevance."
  • The Fix: * Respond to 100% of reviews (yes, even the 1-star ones).
  • Personalize the response. Instead of "Thanks," try: "Hi Sarah, we’re so glad you loved the organic sourdough at our Grandville location! See you next time." * This naturally bakes in local and service-based keywords without looking like a robot wrote it.

4. "Mirror-Image" Location Pages

  • The Mistake: For businesses with multiple locations, creating pages that are identical except for the city name (e.g., the "East Town" page is a carbon copy of the "West Town" page).
  • Why it Matters: In the era of Generative AI, search engines are incredibly good at spotting "thin" or duplicate content. These "doorway pages" provide zero value and often get filtered out of search results entirely.
  • The Fix: * Hyper-localize each page. Include photos of that specific storefront, bios of the local staff members, and unique testimonials from customers in that specific zip code.
  • Add a custom Google Map embed and specific driving directions (mentioning local landmarks like "just south of the mall").

5. Missing Schema Markup and AI Metadata

  • The Mistake: Failing to use structured data to tell search engines exactly what you offer.
  • Why it Matters: AI Overviews (SGE) rely on $Schema.org$ data to understand your menu, your price range, and your real-time availability. If it isn't in the code, the AI might skip you for a competitor who is "easier to read."
  • The Fix: * Implement LocalBusiness Schema on your contact and location pages.
  • Ensure your @type is as specific as possible (e.g., use PlumbingService instead of just LocalBusiness).
  • Include openingHours, priceRange, and geo coordinates in your JSON-LD script.

Local SEO isn't about "tricking" the algorithm; it's about being the most helpful, transparent, and consistent option in your community. When you treat your digital presence with the same care you treat your physical storefront, the rankings usually follow.

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