In today’s article, we want to cover some common local SEO mistakes we see Australian small businesses make nearly every day.
Some are simple, like not mentioning their location on their home page (yes, we’ve seen that). Others are more complex. For example, many businesses fail to properly interlink their directory pages or use different address formats on different sites, which confuses Google.
At Matter Solutions, we see companies making the same local SEO mistakes repeatedly. They stuff “near me” keywords everywhere and fear duplicate content on location pages.
In this guide, we’ll discuss local SEO myths hurting your Google search rankings. This includes why your business isn’t showing up in Google Maps, whether you need “near me” keywords, how duplicate content affects local SEO, and which tactics deliver real results for website owners.
Ready? Let’s get started.
Why Am I Not Showing Up in Google Maps?
You’re not showing up in Google Maps because of three common issues that most website owners overlook. These issues are: inconsistent business information across different sites, neglected Google Business Profile and poor internal linking between your location pages.
Let’s break down each problem and how to fix it:
Citation Inconsistencies Kill Your Rankings
You’ve probably listed your business on dozens of sites over the years. Here’s what happens: Google finds your business as “123 Main St” on one site, “123 Main Street” on another, and “123 Main St.” with a period on a third site.
These little differences make Google think you’re three different businesses. Even something as small as using “Suite 5” versus “Ste 5” confuses search engines and tanks your local rankings.
Abandoned Google Business Profiles
If you set up your Google Business Profile two years ago and haven’t touched it since, that’s your problem right there. Google rewards active businesses that update their information regularly.
You should be posting weekly updates, responding to reviews within 24 hours, and keeping your hours current. When Google sees an abandoned profile, it assumes your business might be closed and shows more active competitors instead.
Broken Internal Link Structure
Your website probably has multiple location pages, but do they link to each other properly? When you don’t create proper wheel structures between your location pages and relevant local content, you’re wasting valuable link authority.
Think of it like this: if your Brisbane page doesn’t link to your Gold Coast page, and neither links to your main services page, Google can’t understand how your locations relate to each other.
Let’s say you own a dental practice. You might have your Google Business Profile listing you as “Smith Dental Clinic”, but your website says “Dr. Smith Dental Practice”, and Yelp shows “Smith Family Dentistry.”
Google sees these as three different businesses, even though they’re all one. Meanwhile, your competitor has consistent information everywhere and appears first in local search results, even with fewer reviews.
The good news is these issues are easier to fix than you might think. Once you clean up your citations, optimise your Google Business Profile, and create proper internal linking between your pages, you’ll start seeing improvements in your local rankings within weeks.
Do I Need “Near Me” Keywords to Rank Locally?
No, you don’t need “near me” keywords to rank locally. Search engines are smart enough to understand location intent without requiring you to include these phrases in your content everywhere.
Here’s why this local SEO myth persists and what you should focus on instead:
Google Already Knows Where You Are
When someone searches from their phone in Melbourne, Google automatically shows Melbourne results. It’s because search engines are already using GPS data, IP addresses, and search history to determine location intent. So adding “near me” to your page content doesn’t help (and often makes your writing sound robotic).
What Google Uses for Local Rankings
Google uses different signals. But how close your business is to the searcher is most important. Google also examines the completeness of your Google Business Profile, customer reviews, and how well your website content aligns with local topics. Consistent citations across other sites are important, too.
The Smart Content Strategy
Do you know what works better than cramming location phrases everywhere? It’s creating genuinely helpful local content that people want to read. This is something I’ve seen work time and time again. Write about local events, community issues, or area-specific challenges your business solves.
Take plumbing services as an example. You could write about common plumbing problems specific to Queensland homes or local water quality issues. It sounds natural and provides real value to your community.
Google Earth and Satellite Images Count
Did you know that Google Earth data affects your local rankings more than keyword phrases? I find this fascinating because most website owners obsess over keywords while ignoring the visual side.
In these cases, we suggest focusing on credibility signals like clear building signage, accessible entrances, and accurate location pins. Google’s satellite imagery also helps verify your business location and legitimacy (which tops keyword density).
Citation Wheel Strategy That Works
This is where things get interesting. You can build interconnected citation networks that work like a web. Link your Yelp profile to your Yellow Pages listing and connect your industry directories to each other.
These wheel structures boost your authority across multiple platforms. Think of it like creating a network of trust signals that all point back to your business.
When you combine these strategies, local SEO becomes about building genuine connections with your community. And, Google rewards businesses that truly serve their local area.
Will Duplicate Content Hurt My Local SEO?
No, duplicate content won’t hurt your local SEO if you’re talking about location pages with similar structures. This is one of the most common fears that stops businesses from scaling their local presence effectively.
Here are three things you need to understand about duplicate content and multiple locations:
- What Google Penalises: I see this confusion all the time with business owners. They panic about having similar content across their location pages, but Google understands that location pages naturally share similar information. Your services, hours, and contact details will be the same across locations (and that’s completely fine). What Google penalises is scraped content from other sites or meaningless duplicate pages that add no value.
- The Smart Way to Handle Multiple Locations: We always tell our clients to use consistent page structures across their locations. Your Melbourne and Sydney pages can have the same layout and service descriptions. What we’ve found works really well is when you add local landmarks, events, staff bios, and testimonials from each area. Remember to add genuine local elements like nearby parking information or local partnerships. This gives each page its own character while keeping the consistency your visitors expect.
- Why Schema Markup is Important: Here’s something I wish more website owners knew about. Local business structured data helps Google understand your services, hours, and contact methods for each location. When someone searches for businesses near them, your enhanced listings with rich snippets stand out in search results while competitors without proper markup get overlooked.
One more thing: multi-location SEO works best when you balance consistency with local customisation. According to Moz’s comprehensive guide, this template-based approach works perfectly when you add genuine local elements to each page. We’ve used this strategy successfully for clients across Queensland without any duplicate content penalties.
Your Next Steps for Local SEO Success
Local SEO success in 2025 comes down to understanding what Google values most: genuine businesses that serve their communities well. Instead of wasting time on “near me” keyword stuffing, focus on creating helpful local content that your community wants to read.
The fundamentals we’ve covered today will help boost your rankings significantly. So, start by fixing your citation inconsistencies across all sites. Also, keep your Google Business Profile active with regular updates. Don’t let duplicate content fears stop you from scaling your location pages effectively.
Apply these strategies with proper internal linking and genuine community engagement. Your business will start showing up where it matters most in Google search results. Ready to dominate your local market? Matter Solutions specialises in local SEO strategies that deliver real results for Australian businesses just like yours.
