Someone in your city just searched for your service, but competitors are showing up on their phone, and you are not. That’s a customer you could have had, and now the sale is gone. It’s also one of the most common reasons businesses miss out on growth.
The good news is you can fix it.
Optimising for nearby customers is about sending the right signals in the right places. At Digital Hitmen, we know exactly how to do it.
In this guide, we’ll show you what’s wrong and how you can fix it.
Ready to get noticed? Let’s dive in.
Table of contents
5 Reasons You’re Invisible in Local Searches
It’s frustrating when you know people are looking for your service, but they can’t find you. There are usually just a few clear reasons why you are not showing up. See if any of these sound familiar.
Reason 1: Your Google Business Profile Is Incomplete, Wrong, or Outdated
Your Google Business Profile is one of the first places customers and Google look for details about your business. If it’s missing information, showing the wrong details, or hasn’t been touched in months, you’re in trouble.
Here’s what that looks like:
- Incomplete: You never added your business hours. Someone searches on Sunday, sees “Hours unknown,” and clicks on a competitor who actually shows they’re open.
- Wrong: You moved locations years ago, but your profile still lists the old address. A customer shows up at the wrong spot, loses trust, and doesn’t come back.
- Outdated: You have no photos, updates, or signs of life. Google assumes your business might not even be active, pushing you lower in the results.
If your profile isn’t fully updated with accurate details, photos, and posts, Google will show someone else’s business instead of yours.
Reason 2: Your Business Details Are Inconsistent Across the Web
Google doesn’t just take your word for it. It cross-checks your business details on dozens of sites across the internet. These mentions are called “citations.”
The key details are your Name, Address, and Phone Number (NAP). If they don’t match everywhere, Google starts to doubt whether your business information is reliable.
For example:
- Your website phone number is (08) 5555-1234.
- On Yelp, it’s listed as +61 8 5555 1234.
- In a directory, your old office address is still there.
When Google sees these differences, its system gets confused. If it can’t be sure which one is right, it won’t confidently show your business. Consistency builds trust; inconsistency costs you rankings.
Reason 3: Your Website Sends the Wrong Signals
Your website is your base. If it delivers a bad experience, Google notices and ranks you lower.
Some of the most common problems are:
- Not mobile-friendly: Most local searches happen on phones. If your site is hard to read or navigate, people leave fast. Google tracks this and assumes your site isn’t helpful.
- Slow load times: If your site takes more than a few seconds to load, visitors leave. Google has said speed is a ranking factor.
- No local focus: If you never mention the city, suburbs, or region you serve, Google doesn’t know you’re relevant to local searches. A simple phrase like “We serve the Perth area” can make a big difference.
Your website should make it clear that you’re a real, active, and local business so you are consistently showing up in searches.
Reason 4: You Have Too Few or Poor Reviews
Reviews are proof of your reputation. They matter to both people and Google.
Here’s why:
- Few reviews: If almost no one has reviewed you, Google assumes people aren’t engaging with your business. Low engagement = low ranking.
- Negative reviews with no response: Bad reviews happen. But if you don’t reply, it looks like you don’t care. Google and potential customers see that as a red flag.
Imagine two businesses side by side. One has 45 glowing reviews, the other has three reviews total. Which would you choose? Google knows most people will pick the stronger one, so it shows that one higher in search results.
Reason 5: You Don’t Create Local Content
If you never publish content that connects with your community, Google has no reason to rank you for local searches.
Here’s what that looks like:
- A plumber in Brisbane never talks about common plumbing issues specific to the area.
- A cafe in Melbourne doesn’t highlight local events, local suppliers, or its ties to the community.
- A website never mentions suburbs, neighbourhoods, or landmarks nearby.
When you create content that shows your involvement in the local area, you give Google strong reasons to link your business to local searches. Without it, you blend into the background.
If you’re not showing up in local searches, it’s almost always because of one or more of these five problems. The good news is you can fix all of them with clear, practical steps.
The Digital Hitmen Fix: How to Dominate Local Search
You know why your business isn’t showing up. Now let’s fix them. These are the exact steps you can take to get noticed by local customers.
Fix 1: Optimize Your Google Business Profile
Your Google Business Profile is the most powerful tool for local search. It’s free, it’s visible, and it’s the first place people look. Treating it as an afterthought is your biggest mistake.
Here’s how to do it right:
- Claim and verify your profile. If you haven’t done this, you don’t control your listing. Verification usually means Google mails a postcard with a code to your address. Once you enter it, your business is officially yours.
- Be accurate. Every detail matters. Hours, address, phone number, categories—everything must be correct. Google cross-checks these details constantly.
- Use specific categories. Don’t just pick “Restaurant.” Choose “Italian Restaurant” or “Pizza Restaurant” if that fits.
- Show your hours, including holidays. Nothing frustrates a customer more than arriving when you’re closed.
- Use all relevant attributes. Free Wi-Fi, outdoor seating, women-led—click everything that applies. These make it easier for customers to find you.
- Add photos. Upload high-quality pictures of your team, storefront, interior, and products. A robust photo gallery increases engagement and signals activity to Google.
- Post updates regularly. Share events, specials, or new products. Active posts show Google you’re engaged and give customers reasons to click.
- Write a clear description. Include your main service and location naturally. Example: “We provide expert plumbing services to homeowners in Perth.”
Pro Tip: Check your Google Business Profile analytics weekly. Look at calls, messages, and direction requests. This data shows exactly how people are engaging with your listing.
Fix 2: Clean Up Citations and NAP
Google values consistency. Your Name, Address, and Phone number (NAP) need to be identical everywhere online. This builds trust.
Steps to fix it:
- Run a citation audit. Search your business name and phone in quotes. Use tools like BrightLocal or Whitespark, or do it manually.
- Start with major directories. Focus on Apple Maps, Bing Places, Yelp, Facebook, TrueLocal, and any industry-specific sites (e.g., Zomato, Houzz).
- Standardise your NAP. Pick one official format and use it exactly the same everywhere.
- Name: e.g., “Digital Hitmen”
- Address: Keep abbreviations consistent (Street vs St.)
- Phone: Use a local format, e.g., (08) 5555 1234
Pro Tip: Every consistent citation is a trust signal to Google. The more consistent your information is, the more confident Google will be in recommending your business.
Fix 3: Optimize Your Website for Local Search
Your website must work for customers and Google. Fast, easy-to-use, and clearly local—this is non-negotiable.
On-Page SEO:
- Create dedicated pages for each location or service area. Include the city in the title, H1, and naturally in the text.
- Use meta descriptions with your location and a compelling reason to click.
Technical SEO:
- Mobile-friendly: Over 60% of searches are on phones. Use Google’s Mobile-Friendly Test tool.
- Page speed: Slow sites lose visitors. Use PageSpeed Insights to see issues and fixes like image compression or caching.
- Schema markup: Add structured data to explicitly tell Google your business hours, address, services, and reviews.
Make your contact info obvious. Put your address and phone number in the header, footer, and on a dedicated contact page.
This foundation removes barriers between a customer and your business, making it easy for Google to rank you.
Fix 4: Launch a Review Generation System
Reviews aren’t optional. They’re proof of trust for Google and customers alike.
- Make it easy. Right after a sale or service, send an email or SMS with a direct link to leave a Google review. One-click access is key.
- Respond to every review. Thank positive reviewers and respond professionally to negative ones. Offer to resolve issues offline.
- Incentivise ethically. Don’t pay for reviews. Instead, reward effort, e.g., “Leave a review and get 10% off your next purchase.”
Pro Tip: A steady stream of real positive reviews is the strongest signal telling Google and potential customers you deliver quality service.
Fix 5: Become a Local Authority with Content
Your content should prove you’re the go-to expert in your town.
- Write about local problems. A real estate agent could write: “Guide to the Perth First Home Owner Grant in 2024.” A landscaper: “Best Drought-Resistant Plants for Perth Gardens.”
- Target “near me” and city keywords. Create service pages and content that match phrases customers use when ready to buy.
- Get local backlinks. Sponsor local teams, partner with other local businesses, or get featured in news outlets. Links from reputable local sites are huge for authority.
This strategy makes Google see you as a valuable local resource. Your business becomes the natural choice for nearby customers.
When to Call in the Professionals
Auditing citations, adding schema code, and writing regular local content are all part of a full-time job that never really ends. You’re a business owner. Your focus should be on running your company, not getting lost in technical SEO details.
If it feels overwhelming, that’s exactly where we help.
At Digital Hitmen, this is what we do every day. We handle the complex, time-consuming work of local SEO. Our team uses advanced tools and proven strategies to optimize your business for nearby customers.
You get to focus on what matters most: serving your customers and growing your business so you are showing up in searches.
Ready to stop struggling and start optimising for nearby customers?
Contact us today for a Local SEO audit. We’ll show you exactly what’s holding your business back.
