12 Local SEO Myths That Are Hurting Your Business in 2025

When it comes to growing your local business online, search engine optimisation (SEO) is more than just a buzzword - it’s a make-or-break factor.

Local SEO is essential for businesses that rely on nearby customers; whether you run a restaurant, a dental practice, or a bricks-and-mortar store. Yet, it’s also one of the most misunderstood aspects of digital marketing.

Many business owners and even some marketers still believe in outdated or incorrect local SEO strategies that can actually harm their rankings and visibility. I see this all the time with my clients, large and small.

Local SEO Myths in 2025 Busted!

Even now, in mid-2025, misconceptions and outdated advice abound, and if you're following the wrong practices, you could be actively harming your visibility and growth.

What’s the Difference Between SEO and Local SEO?

For those of you not familiar, while both SEO (Search Engine Optimisation) and Local SEO both aim to improve your website’s visibility in search engines, they target different audiences and ranking factors.

Traditional SEO focuses on global or national rankings, optimising for broad keywords (e.g., "best walking shoes") to attract visitors from anywhere. It relies heavily on backlinks, content quality and technical SEO.

Local SEO, on the other hand, targets nearby customers searching for location-based services (e.g., "plumber near me" or "coffee shop in Greenwich"). It emphasises Google Business Profile optimisation, local citations, reviews and proximity-based signals to ensure your business appears in the local map pack and localised search results.

In short, you can look it at like this:

• SEO = Get found by anyone, anywhere.

• Local SEO = Get found by customers in your area.

If you’re a brick-and-mortar business or serve specific regions, ignoring Local SEO means missing out on high-intent local traffic - so make sure you’re optimising for both!

In this post, I specifically wanted to bust some of the most persistent local SEO myths in 2025 that might be dragging your business down without you even realising it.

Myth #1 - “If I have a website, I’m covered.”

A fully functioning, responsive website is a good start, no question, but simply having a website does not guarantee local visibility.

A website is like a storefront, but unless you also put your business on the map (literally and digitally), customers won't find you. It's like throwing a great party, but not sending out any flyers or invites. People may hear about you, but they'll never get to come.

Local SEO requires additional steps, for example, optimising your Google Business Profile (formerly known as Google My Business), using local keywords, acquiring reviews, building local citations and ensuring consistency across all your listings.

Your website is just one piece of the puzzle, but local SEO in particular relies on numerous off-site signals too, such as your business’s presence in local directories and how people engage with your Google Business Profile.

Myth #2 - “Stuffing my site with city names will boost local rankings.”

At some point, someone decided that repeating every local town, village and postcode in your area on every page of your website would signal your relevance to Google.

The result? Spammy, unreadable content that helps no one and can even trigger penalties.

Whilst that may have worked in the early days of the internet, the fact is Google has evolved. Keyword stuffing, as it's known, is outdated and search engines prioritise quality content that offers value to users.

Mentioning your location naturally and contextually is fine, but overdoing it looks manipulative.

Focus instead on creating helpful, localised content, such as blog posts about community events, location-specific services or customer success stories.

Myth #3 - “All reviews are created equal.”

We all like good reviews for our businesses and whilst reviews are powerful for local SEO, not all are equally weighted, and they don’t all help you in the same way.

Some businesses think they can rely on a few generic reviews from friends or staff members to check the box. Others panic when they get one bad review and assume it ruins everything. Neither of those things are true.

In reality, Google pays attention to the quantity, quality and diversity of reviews, especially those left on your Google Business Profile. In particular, reviews that include relevant keywords or mention specific services and locations can boost your SEO.

Also, don’t worry too much about the occasional bad review - a natural mix actually builds trust. What matters more is how (and if) you respond.

Myth #4 - “I don’t need a Google Business Profile if I have a website.”

This one is a business killer and you'd be amazed how many people still believe it.

A Google Business Profile (GBP) is one of the most influential local SEO tools available. It's what appears in Google Maps, the Local Pack (the map + three businesses shown at the top of local searches) and in the sidebar on branded searches. If you use Google, you'll see it, even if you don't realise it.

Remember that your Google Business Profile is crucial, especially for mobile searchers. It gives customers directions, lets them call you directly, see your reviews, check opening hours and much more. It's often a customer's first engagement with you, even before they visit your website.

The fact is Google favours active, updated listings. If your hours are wrong, you’re not posting updates, or your photos are outdated, you could lose rankings.

Optimising it (with new photos of products or campaigns, posts, service categories and regular updates) improves your chances of ranking well in local searches so don't neglect it.

Myth #5 - “Local SEO is a one-time task.”

If only! In my experience, many small businesses make the mistake of treating local SEO like a checkbox: done once when you launch their website and forgotten forever, but local SEO, like all marketing, is an ongoing process.

The digital landscape - including Google's algorithm - changes constantly. There a hundreds, if not thousands, of small updates every year. These are often small tweaks, big fixes, etc.

There are also much larger, more impactful updates, known as core updates, that get introduced a few times a year. These core updates can have a significant positive or negative impact on your business's SEO efforts, even if you don't make any changes to your site. What once worked well, may now not be as effective as their algorithm updates.

Local SEO, like your website, requires consistent attention. Regularly update your content, acquire new reviews, refresh your business listings, publish new blog posts and always keep your Google Business Profile up to date.

Local competition changes quickly, and if you snooze, you lose!

Myth #6 - “Social media doesn’t impact local SEO.”

While Google has said that social signals aren't a direct ranking factor, ignoring social media altogether can still hurt your local presence.

Social media platforms amplify your content, build brand awareness and drive traffic. They can also influence what appears when someone Googles your business. Many people now use social media like a search engine so you don't want to be missed out of that conversation.

A consistent and engaging social media presence helps build trust and visibility. Platforms like Facebook can even serve as local directories themselves. They also support your reputation management efforts, allow sharing of local content and can drive engagement that indirectly benefits SEO.

Myth #7 - “NAP consistency isn’t that important.”

If you're unfamiliar with the term, NAP stands for Name, Address and Phone number - and consistency across all online listings is vital, but many businesses neglect this, especially when they change phone numbers, move locations, or rebrand.

Search engines cross-reference your NAP data across directories to verify your legitimacy. If you use one phone number on one platform, but a different contact number on another platform, that can have an impact.

Inconsistent NAP info can confuse Google and customers alike, potentially hurting your rankings and credibility.

Thankfully, you can use tools like Moz Local or BrightLocal to monitor and clean up your citations, if you don't have time to do it yourself.

Myth #8 - “Mobile doesn’t matter if I have a shop.”

Mobile search is more relevant to local SEO than most people realise.

Google reports that “near me” searches have increased dramatically in recent years and the majority of those happen on mobile devices. These are when people search for something and include the term "near me" within that term, i.e. "eulogy writers near me" or "marketing consultants near me."

When they do find you, trust me when I say a mobile-friendly (i.e. responsive) site is essential. If users land on your site and have to pinch, zoom, or wait too long for it to load, they’ll bounce and your rankings may suffer.

Prioritise fast loading, easy navigation, click-to-call buttons and responsive design.

Myth #9 - “If I rank for one keyword, I’m done.”

Errr No. Local SEO isn’t about ranking for just one term like “plumber in Sheffield.” That’s a start, but search behaviour is diverse and dynamic.

Not everyone types the same thing in when they're searching online. People may search for variations like “emergency plumber near me”, “24-hour plumbing Sheffield” or “fix leaky tap Sheffield area”.

Think of your own business; how many variations could people search for, and how many of those have you included in your own SEO strategy?

You should aim to rank for a cluster of related terms. Use tools like Google Search Console, AnswerThePublic, or Ubersuggest to find long-tail keywords, and include them naturally in your site content, FAQs, blog posts, and Google Business Profile updates.

Myth #10 - “SEO takes years to work, so there’s no point.”

SEO does take time, that's true to a point, but local SEO often works much faster than broader national or international strategies which can take many months for you to see an impact.

After all, Google needs to verify changes, and competitors may already have strong signals. Still, many businesses get discouraged and give up before they see tangible results.

You can often see movement in local rankings within weeks, especially with optimisations like improving your Google Business Profile, getting a few good reviews and fixing citation issues.

Instead, I'd recommend you:

• Be patient and track progress over 3 - 6 months.

• Use tools like Google Analytics and Search Console to monitor performance.

• Keep optimising consistently.

Overall, I would say is don’t expect overnight miracles, but don’t write local SEO off either.

Myth #11 - "I Can Use a PO Box or Virtual Office for My Business Address"

Some businesses try to rank in areas where they don’t physically operate by using PO boxes or virtual offices to make them seem like a larger company than they are.

Google requires a real, staffed business location for its GBP listings. If you’re caught using a virtual office or PO box without a real presence, your listing may be removed.

To avoid this, only list real, physical locations where you operate. If you’re a service-area business (e.g., a plumber), mark yourself as such in GBP and avoid spammy tactics - Google’s filters are getting smarter.

Myth #12 - "I Don’t Need Local Backlinks"

Backlinks, particularly in traditional SEO, are important, but many focus only on national backlinks, ignoring local ones.

In reality, local backlinks (from things like local news sites, local interest blogs or business directories) are also a strong ranking signal for local searches.

You can do this by getting featured in local news or business spotlights or sponsoring local events and getting a backlink from the organiser. You can also partner with other local businesses for link exchanges.

Conclusion: Bust the Myths, Reap the Rewards

SEO, whether global, national or local, is an incredibly nuanced subject. It's ever-evolving but the fact is that local SEO isn’t magic, it doesn't just happen on it's own - it’s a combination of technical attention, real-world engagement and digital relevance that has to be part of running your business day-in and day-out.

Unfortunately, if you're operating based on outdated myths, you could be undermining your own progress.

I fully appreciate SEO can be a confusing and complicated topic, but here’s some simple things you should focus on instead:

• Keep your Google Business Profile updated and engaging.

• Encourage and respond to authentic customer reviews.

• Create locally-relevant content on your website and blog.

• Ensure NAP consistency across the web.

• Stay active on social media and local directories.

  • 3 posts daily on BlueSky, 1 per day on Instagram and your Facebook business page.

• Make your site mobile-friendly and fast!

Local SEO is one of the most cost-effective ways to increase visibility, drive foot traffic and grow your business, but only if you do it right.

In 2025, local SEO is still constantly evolving, and what worked five years ago may now be hurting your rankings.

Come 2030, even some of these tips I've given you may too be outdated, but by avoiding these myths and focusing on real optimisation strategies like those I've mentioned, you’ll see better visibility and more customers.

So, ditch the myths, embrace the facts and give your business the local lift it deserves. #BelieveInSuccess

Are you guilty of any of these myths? Are any of them new to you? How do you manage your local SEO? Let me know in the comments below.

If you find yourself experiencing burnout, then why not come along to one of our NetWalking sessions. This informal walking group brings business leaders together to spend a few hours on a Saturday morning to connect with each other and disconnect from the pressures of running a business. All details available here!

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