13 Common Local SEO Mistakes Perth Businesses Make (and What to Do Instead)

If you’re a local business in Perth, scoring an ‘A’ on your local SEO is one of the best things you can do for your marketing. 

Google decides which businesses show up when customers search for things like “best copywriter near me” or “café in Perth CBD”. And local SEO is the process that you go through to get Google to recognise you within your local community. 

Optimising your local SEO requires a few small but important things done right (and possibly help from an SEO copywriter in Perth). But fortunately, you don’t need massive marketing budgets to do it.

In fact, most of these local SEO mistakes are easy to fix once you know what to look for.

Let’s walk through the biggest mistakes I see Perth businesses make when it comes to local SEO and what to do instead. 

1. Not Filling Up Your Google Business Profile

The mistake: Many Perth businesses create a Google Business Profile and then never touch it again. There are no services listed, you don’t describe what you do, and the hours are wrong. I sometimes look at these businesses and think, “Are they closed?”

What to do instead: Use your free Google Business Profile to your advantage. Complete every single field – your products/services, hours, description, category, social media links. Upload high-quality photos of your storefront, products, or team. Post any promotional offers you have, and always keep your information up to date. 

Here’s what ours look like on Google

2. Inconsistent NAP 

The mistake: NAP refers to your business name, address, and phone number, and these should be consistent everywhere you are online (i.e. websites, social media, Google My Business). If you’re listed locally as “ABC Plumbing Pty Ltd” and as “ABC Plumbing Perth,” this can be a problem. 

What to do instead: Make sure your NAP is identical everywhere, including online directories. Think of Google as a learning student that loves consistent information and hates conflicting information, so this information must be used everywhere. If your business is a home business that has no address, let Google know that you are a service-area business instead. 

3. Not Targeting Perth-Specific Keywords

The mistake: As a local business in Perth, you want to make sure that Google (and your customers) are clear about where you’re located. Using Perth-specific keywords helps you compete locally and win customers near you. 

What to do instead: Avoid generic keywords like “dental services” and use location-based terms like “dentist in Subiaco.” These location-specific keywords must be inserted naturally in your website, blog posts, and Google Business Profile. 

If you service multiple suburbs, DO NOT use one suburb in your directory and another suburb in your website. Instead, be consistent and list 4 to 5 suburbs you serve in every marketing copy online. Here’s an example

“ABC Dental is a team of caring and experienced dentists providing dental care to Palmyra, Melville, Fremantle, and the surrounding areas.”

4. Your Website isn’t Optimised for Local SEO

The mistake: Your website doesn’t mention Perth, doesn’t have location pages for suburbs, and isn’t consistently updated with blog posts and other content. Besides this being a Local SEO issue, it’s also a general SEO issue. Google typically favours updated, technically sound websites. 

What to do instead: Create location landing pages if you serve multiple suburbs, and these pages should not have content that’s copied and pasted with just the suburbs changed. Consider adding a Google Map to your contact page so customers and Google can find you, and use schema markup to tell Google you’re a local business. 

5. Lack of Customer Reviews

The mistake: You’re not actively collecting reviews, and when you do get them, you don’t respond. I know small businesses that thrive on local search for ‘near me’ simply because they have plenty of positive reviews. Reviews also build trust and give potential customers more proof to buy from you.

Here’s an easy way to send customers to your review link on Google My Business

What to do instead: Ask happy customers to leave Google reviews. It may feel uncomfortable as a business owner, but what’s the worst that could happen? You should respond to all reviews – both positive and negative. Thank people for their feedback and always be professional (even when your customers might not be!). 

6. Ignoring Mobile Optimisation

The mistake: Your website loads slowly on mobile or is difficult to navigate. Even worse, a customer loads your website on their mobile, scrolls to the side, and sees a blank white space where your page should be (this is called horizontal scrolling).

Almost 60% of local searches happen on mobile, and you want your website to look good and always be updated.   

What to do instead: Make sure your site loads quickly and is easily viewed on small screens. Consider testing your site’s loading speed on your phone and desktop. If it’s clunky or slow, it’s time to get it fixed.

7. Not Creating Local Content

The mistake: Your blog posts and website content could apply to any city. Nothing ties you to Perth or your local suburb. 

How to avoid it: Create content that’s relevant to Perth audiences. Write local guides, cover community events, share Perth market trends, or create “best places in Perth” style content. This helps you rank for local searches and shows you’re part of the community.

8. Minimal Local Backlink Strategy

The mistake: You have no links from other Perth websites or local directories. Or your local directories have conflicting NAPs. 

How to avoid it: Partner with other local businesses. Get listed in Perth-specific directories, such as PerthMap. Sponsor local events or charities. Collaborate with Perth bloggers or news sites. Local backlinks signal to Google that you’re a legitimate local business.

9. Missing Local Schema Markup

The mistake: Schemas are codes that essentially help Google to better understand your business. When you add a local schema markup, it tells Google that your business is a local business. 

How to avoid it: Always add local business schema markup to your website. It’s a bit technical, but it helps Google understand your business type, location, hours, and contact info. And if you’re not sure how, our Content and Search package includes adding schema markup for your local business. 

12. Ignoring Social Signals

The mistake: Your social media profiles are inactive or don’t mention Perth. This matters because Google has now picked up on social media posts and profiles as part of its search results. 

How to avoid it: Stay active on social media. Post about your Perth location, tag local events, and engage with the Perth community. Social signals may not be a direct ranking factor, but they can increase your traffic and brand awareness, both of which impact your local SEO.

13. No Conversion Strategy

The mistake: You’re getting traffic, and your insights on Google My Business show that you’re getting views on your profile, but visitors aren’t turning into leads or customers.

How to avoid it: This may sound simple, but make it easy for people to contact you. Put your phone number and website on your profile, and use the chat feature to make it easier to contact you. Always make sure that your website copy is conversion-focused and focuses on the customer rather than yourself. 

Here’s a good read for you: 5 Content Writing Tips for Every Small Business Owner

Conclusion

Local SEO isn’t hard to do, but it does need some attention to detail and can be quite time-consuming. Most of these common local SEO mistakes are fixable, and you will see your business get more visibility once they are done. 

All you need is consistency and a willingness to put in the work.

Start by looking at your insights on your Google Business Profile. If there’s room for improvement, let’s have a chat. I work with an SEO specialist who can handle backend technical SEO tasks for your local business, such as schema markup, keyword research, and backlink building. 

Content and SEO go hand in hand, and I build your content on your website and Google Business Profile so it’s always up to date. Contact Inkspot Marketing and we’ll help you with your local SEO.