Getting your business on Google is a crucial step in building your online presence and attracting potential customers.

However, many businesses make avoidable mistakes that can hinder their success on the platform. To ensure your business is fully optimised and visible on Google, here are some common mistakes to avoid:

Incomplete Google My Business Profile

One of the most common mistakes businesses make is not fully completing their Google My Business (GMB) profile. An incomplete profile can lead to missed opportunities for attracting local customers. Make sure to fill out every section, including your business name, address, phone number, website, business hours, and a detailed description. Don’t forget to add high-quality photos and select the appropriate business category. A complete profile signals to Google and potential customers that your business is professional and trustworthy.

Inconsistent NAP Information

NAP stands for Name, Address, and Phone number, and consistency is key. Inconsistent NAP information across your website, Google My Business, and other online directories can confuse both Google’s algorithms and your customers. Ensure that your business details are identical across all platforms. Even small discrepancies, like abbreviating "Street" as "St." in one place and not in another, can impact your local SEO rankings.

 Ignoring Google My Business Reviews

Customer reviews are a critical component of your Google My Business profile. Ignoring reviews, especially negative ones, can harm your reputation and discourage potential customers from choosing your business. Engage with your customers by responding to reviews promptly and professionally. Thank customers for positive feedback and address any concerns raised in negative reviews. This not only shows that you value customer feedback but also enhances your business’s credibility.

Neglecting to Verify Your Google My Business Listing

Verifying your Google My Business listing is essential for it to appear on Google Maps and in local search results. Without verification, your listing will not be fully visible to potential customers. Google typically sends a postcard with a verification code to your business address, which you must enter into your GMB account to complete the process. Failing to verify your listing means missing out on valuable visibility in local search.

Not Submitting a Sitemap to Google Search Console

A sitemap is a file that provides information about the pages, videos, and other files on your website, and how they relate to each other. Not submitting a sitemap to Google Search Console is a common mistake that can prevent Google from fully indexing your website. By submitting a sitemap, you help Google understand your site’s structure, which can improve your search engine rankings. Make sure to regularly update and submit your sitemap to ensure that all new and updated pages are indexed.

Failing to Optimise for Mobile

With a significant portion of online searches happening on mobile devices, failing to optimise your website for mobile can be a costly mistake. A mobile-friendly website not only provides a better user experience but also improves your ranking on Google. Use Google’s Mobile-Friendly Test tool to check how easily visitors can use your site on mobile devices and make the necessary adjustments to improve your site’s responsiveness.

Overlooking Local SEO

Many businesses fail to optimise their online presence for local SEO, which is crucial for attracting nearby customers. Local SEO involves optimising your website and GMB profile to rank better in local search results. This includes using location-based keywords, ensuring consistent NAP information, and encouraging local customer reviews. Overlooking local SEO can result in lower visibility in local search, making it harder for customers in your area to find you.

Using Irrelevant Keywords

When optimising your website and GMB profile, it’s important to use keywords that are relevant to your business and target audience. Using irrelevant or overly generic keywords can lead to poor search engine rankings and attract the wrong type of traffic. Conduct thorough keyword research to identify the terms your potential customers are searching for, and incorporate these keywords naturally into your content and metadata.

Not Tracking Performance

Another common mistake is failing to track your business’s performance on Google. Tools like Google Analytics and Google Search Console provide valuable insights into how your website is performing, which keywords are driving traffic, and where improvements can be made. Regularly monitoring these metrics allows you to make data-driven decisions and continually optimise your online presence.

Ignoring Google's Guidelines

Finally, ignoring Google’s guidelines can lead to penalties that negatively impact your search rankings. Google provides clear guidelines on how businesses should represent themselves online. Violating these guidelines, whether intentionally or unintentionally, can result in your website or GMB profile being penalised or even removed from Google’s search results. Make sure you’re familiar with Google’s best practices and adhere to them at all times.

Closing thoughts

Avoiding these common mistakes can significantly enhance your business’s visibility and credibility on Google. By completing your Google My Business profile, ensuring consistent NAP information, engaging with customer reviews, and optimising for mobile and local SEO, you can improve your chances of ranking higher in search results and attracting more customers. Remember, success on Google requires continuous effort and attention to detail, so regularly review and update your online presence to stay ahead of the competition.