5 Common SEO Mistakes Small Businesses Make (and How to Fix Them)

As a small business owner in Raleigh, you wear many hats. You’re the CEO, the lead technician, the customer service rep, the IT guy, and the marketing department all rolled into one. With so much on your plate, it’s easy to let search engine optimization (SEO) fall by the wayside or feel overwhelmingly complex. But here’s the reality: your customers around town, in Cary, Durham, and Chapel Hill are searching online for your services right now. If they can’t find you, they’re finding your competitors.

The good news is that effective local SEO doesn’t have to be a mystery. Often avoiding a few common pitfalls is all it takes to significantly boost your online visibility. This guide breaks down the five most common SEO mistakes we see small businesses make and provide some simple, actionable steps to fix them.

1. Neglecting Your Google Business Profile

The Mistake: Many businesses either don't claim their Google Business Profile (GBP) or they set up the basics and never touch it again. If that's you, you're missing out on a powerful free tool for local SEO. Your GBP is what allows you to show up in Google Maps for searches like "plumber near me" or "therapist in Raleigh."

How to Fix It:

• Claim & Verify: Go to google.com/business and claim or create your listing. Complete the verification process to prove you own the business.
• Fully Optimize: Don’t just list your name and number. Fill out every single section: add your services, business hours, high-quality photos of your work and team, and a detailed business description using relevant keywords.
• Keep it Active: Regularly post updates (like you would on social media), answer questions in the Q&A section, and most importantly, actively encourage and respond to customer reviews.

Pro-Tip:

At Old North Digital, we include a full Google Business Profile setup and optimization with every website plan because we know how crucial it is for driving local leads.

2. Targeting the Wrong Keywords (or None at All)

The Mistake: Businesses often try to go for very broad, competitive keywords like "lawyer." Or maybe you haven't intentionally focused on keywords at all. This results in attracting the wrong audience or, more likely, no audience, as you’ll be buried on page 10 of Google.

How to Fix It: Think like your local customer. What are they typing into Google when they need your services?

• Focus on Local: Instead of "HVAC," try "emergency air conditioner repair." Instead of "real estate," target "homes for sale in downtown Raleigh."
• Answer Questions: Create content on your website that answers common customer questions. Blog posts (like the one you're reading now) attract a much more qualified audience over a generic page about "real estate" or "lawyer services."

3. Having a Slow, Non-Mobile-Friendly Website

The Mistake: Using an outdated theme, a clunky DIY site builder (like Wix or Squarespace), or large files and images can make your website painfully slow to load. More than ever customers don't want to wait. If your site takes even a second too long to load, they may leave before giving your business a chance. And, if visitors leave your site quickly. Google will penalize you in search rankings.

How to Fix It:

• Free Website Score: Reach out to use and get your free website score to see how your site performs.
• Mobile is a Must: Your website should be built to look and function perfectly on a mobile device, a tablet, and desktops. This is called responsive design.
• Work with Professionals: A custom-built website is optimized for speed and user experience from the ground up, ensuring you don't lose customers to frustration. A fast site signals professionalism and helps convert visitors into paying clients.

4. Lacking Quality Content

The Mistake: A website with just a homepage, an about page, and a contact form isn't enough to establish you as a leader in your line of business. Google wants to send customers to experts. A "thin" site with very little content signals to Google that you may not be a credible source for the services you provide.

How to Fix It:

• Content Forward: Don't just list what you do, explain the benefits of working with you, your process, and why a customer should choose you.
• Start a Blog: Publishing helpful articles related to your business services is the best way to build credibility. A plumber can write about "Preventing Frozen Pipes in a North Carolina Winter," while a retailer could blog about "Top 5 Summer Styles in Raleigh." This shows Google your site is a valuable, active resource.

Want to start a blog but need help with content? Our optional Blog Package makes it easy to keep your site fresh with professionally written, SEO-optimized articles.

5. Ignoring Local Citations and Backlinks

The Mistake: Many businesses don't realize that Google cross-references your information across the web to verify that you're really a legitimate local business. Incorrect or outdated information (like an old phone number) on directories like Yelp can hurt your visibility.

How to Fix It:

• Be Consistent: Your business name, address, and phone number should be identical everywhere it appears online.
• Build Local References: Get your business listed in reputable local and industry-specific directories. Think of the local Chamber of Commerce, neighborhood associations, or trade groups.
• Earn Local Backlinks: A backlink is a link from another website to yours. Encourage local partners, suppliers, or community organizations you work with to link to your site. This is a powerful signal of trust to Google.

Stop Guessing and Start Growing

Fixing these SEO mistakes can transform your website from an online brochure into a 24/7 lead-generation machine. It takes time and a clear strategy, but the results are worth it.

If you'd rather focus on running your business, let us handle it for you. At Old North Digital, our Growth Plan provides a custom, high-performance website backed by managed SEO to get you found by customers in Raleigh and beyond. Plus, with our 6-Month SEO Guarantee, you can feel confident in your investment.

Ready to transform your online presence? Get a free, no-obligation website review from our team of experts!