Local SEO Myths Debunked

Local SEO is essential for UK small businesses wanting to connect with local customers and drive more foot traffic. With nearly 46% of Google searches focused on local information, optimising for local SEO can make a substantial difference in visibility and customer engagement. However, many small business owners must be aware of local SEO. Studies show that businesses in the Google local pack—the top three results for local searches—see nearly 70% of clicks in those searches, underscoring the value of accurate local SEO practices.

In this guide, we’ll tackle and debunk some of the most pervasive local SEO myths, from keyword misconceptions to the role of social media. We’ll also highlight practical ways to build a robust local SEO strategy with support from tools like Moz Local, Yext, and Whitespark that simplify managing business profiles, gathering reviews, and improving online visibility.

By clearing up these myths, you’ll be better equipped to improve your local search rankings, attract nearby customers, and drive more business growth.

Myth 1: Local SEO Doesn’t Matter for Small Businesses

Some small business owners think local SEO is optional, believing their services don’t rely on search engines to attract local customers. However, with nearly 46% of Google searches seeking local information, ignoring local SEO can mean missed opportunities. Appearing in local search results not only drives traffic but also builds brand credibility.

Creating a Google Business Profile (formerly Google My Business) is a great first step. This profile boosts your visibility in local search results, displaying your business location, hours, and contact details to customers ready to take action. Tools like Moz Local make it easier to manage your listings across multiple platforms and improve your local SEO efforts.

Myth 2: Local SEO Is All About Adding Keywords

Keywords are essential, but focusing solely on them won’t give you the full benefits of local SEO. Google’s algorithms have evolved, now placing more emphasis on user experience and relevance. Factors like accurate business information, page speed, and mobile optimisation also affect local rankings.

Make sure your website provides valuable content and loads quickly on mobile devices. Not only does this improve user experience, but it also helps your SEO. Use tools like Google’s PageSpeed Insights to check and improve your site’s speed.

Myth 3: You Only Need a Google Business Profile

Many business owners think having a Google Business Profile is all they need for local SEO. While it’s essential, it’s just one piece of the puzzle. A strong local SEO strategy involves link building, customer reviews, and on-page SEO.

Business profiles on other directories, like Yelp or Bing Places, help broaden your visibility. Consider using Yext to manage your listings across platforms, ensuring your information stays consistent. Building local backlinks, such as partnerships with local organisations or being listed in regional business directories, can improve your SEO.

Myth 4: Social Media Doesn’t Impact Local SEO

While social media doesn’t directly impact SEO rankings, it does support local SEO in several ways. Social platforms drive more traffic to your website and increase brand visibility, which can indirectly affect your SEO efforts. By posting local content, events, or updates on platforms like Facebook and Instagram, you build awareness and can attract customers who may not find you through search engines.

Encourage followers to share your posts and engage with your content. This engagement can lead to brand awareness, better online reviews, and more user-generated content—all contributing to local SEO.

Myth 5: Long-Form Content Doesn’t Work for Local SEO

There’s a misconception that short content works better for local SEO. In reality, Google values content that answers users' questions and provides in-depth information, regardless of length. Long-form content that’s relevant and addresses local interests can improve your SEO performance.

Consider creating blog posts, guides, or case studies that offer detailed information about your industry or location. For example, a landscaping company might write about “Top 5 Landscaping Trends in Birmingham,” targeting local keywords and sharing insights valuable to their audience. Tools like Whitespark can help identify local keywords and build citations to support content.

Myth 6: Local SEO Rankings Don’t Change

Some believe they're there to stay once they reach the top of local search results. However, SEO rankings fluctuate based on factors like competition, customer reviews, and Google’s algorithm updates. Regularly updating your website and business profiles can help maintain your position.

Make a habit of asking customers for reviews, responding to feedback, and posting fresh content on your website. Consistent updates tell Google that your business is active and relevant, which can help sustain high rankings in local search results.

Myth 7: Reviews Don’t Affect Local SEO

Customer reviews do more than build trust; they directly impact your local SEO rankings. Google looks at the quantity and quality of reviews, and businesses with positive reviews are more likely to appear in the local pack—the top three results in local searches. Responding to positive or negative reviews shows you’re engaged with your customers and improves your credibility.

Encourage customers to leave reviews on your Google Business Profile and other platforms like Yelp. Remember that authentic reviews, rather than overly polished or solicited ones, are what potential customers and search engines value most.

• Pro Tip: Implement a system for gathering reviews, like sending a follow-up email after each transaction. This gentle reminder can increase your reviews without feeling forced.

Myth 8: You Don’t Need Link Building for Local SEO

Link building might seem more relevant to general SEO, but it’s also a valuable tactic for local SEO. Local backlinks—such as mentions from local newspapers, blogs, and directories—can strengthen your website’s authority and improve its ranking.

Consider reaching out to local media outlets or community organisations to build links. For example, partnering with a local charity or sponsoring a community event can earn you a link from their site, boosting your visibility and SEO. This local link-building approach establishes trust with search engines and connects you with your community.

Myth 9: Local SEO Doesn’t Require Continuous Effort

Some believe that once their site is optimised for local SEO, they can “set it and forget it.” However, SEO, including local SEO, is a continuous process that needs regular updates and improvements. Google’s algorithms evolve, customer preferences shift, and competitors enter the scene—all factors influencing your rankings.

Regularly check your listings, review your content, and track performance metrics to ensure your local SEO strategy stays effective. Tools like Moz Local can simplify the process by allowing you to track rankings, manage listings, and monitor customer feedback in one place.

Building an Effective Local SEO Strategy

Effective local SEO is more than keywords or a Google Business Profile. It’s about maintaining accurate business information, gathering customer reviews, optimising for mobile, and building relevant local links. By debunking these common myths, you’ll better understand how to improve your rankings, reach local customers, and make a solid online presence.

Local SEO tools like Moz Local, Yext, and Whitespark offer support in managing business profiles, keywords, and citations, making it easier to stay on top of your SEO efforts. Whether you’re just starting or looking to improve your current strategy, keep these truths in mind and take a proactive approach to build a strong foundation for your business’s local SEO success.