If you’re a local business owner, you might have noticed a dip in your website traffic or a drop in your search engine rankings recently. It’s a frustrating experience, especially when you feel like you’ve been doing everything right. Often, the culprit isn’t something you’ve done wrong, but rather a shift in how search engines like Google rank content — and how your local SEO strategy responds to those changes.

Google frequently rolls out “core updates”—major changes to its search algorithms designed to improve the quality and relevance of its results. The updates in March and June of this year were significant, and they’ve had a noticeable impact on local businesses. These updates reinforced the importance of authentic, helpful, and user-focused signals. If your local SEO strategy hasn’t adapted, you might be falling behind.

This guide will explain why your current local SEO efforts might be failing in the wake of these recent changes. More importantly, it will provide clear, actionable steps to get your strategy back on track, improve your local visibility, and attract more customers.

Understanding Recent Google Core Updates for Your Local SEO Strategy

Google’s core updates are all about rewarding websites that provide the best possible user experience. The latest updates have continued this trend, with a strong emphasis on what Google calls E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. For local businesses, this means Google is looking for more than just a name and address; it wants proof that you are a legitimate, trusted, and active part of your local community.

The updates have refined how Google evaluates local ranking signals. It’s no longer enough to have a basic online presence. Google is now better at identifying and demoting low-quality content, thin business profiles, and inconsistent information. Businesses that rely on old, set-it-and-forget-it tactics are the ones feeling the most pain. To succeed now, you need a proactive and holistic approach to local SEO.

Common Reasons Your Local SEO Is Faltering

If your rankings have dropped, it’s likely due to one or more of the following areas that the core updates have heavily scrutinized. Let’s look at what they are and how you can address them.

1. An Under-Optimized Google Business Profile

Your Google Business Profile (formerly Google My Business) is arguably the single most important tool for local SEO. It’s often the first interaction a potential customer has with your business on Google Search and Maps. A neglected profile is a massive red flag for both users and Google’s algorithm.

How to Fix It:

• Complete Every Section: Fill out every field in your profile. This includes adding your business categories, services or products, accessibility information, and attributes (e.g., “women-owned,” “outdoor seating”).
• Use Google Posts: Regularly share updates, offers, events, and news using the Google Posts feature. This shows Google that your business is active and provides fresh content for users.
• Upload High-Quality Photos and Videos: Add current, high-resolution photos of your storefront, products, team, and happy customers. Visuals build trust and increase engagement.
• Enable Messaging: Turn on the messaging feature to allow customers to contact you directly from your profile. A quick response time is crucial here.

2. A Weak or Inconsistent Review Strategy

Reviews are a powerful trust signal. The core updates have placed even more weight on the quality, recency, and quantity of your customer reviews. Google wants to see that real people have real experiences with your business. Inconsistent or sparse reviews can hurt your credibility.

How to Fix It:

• Actively Ask for Reviews: Don’t be shy about asking satisfied customers for a review. You can do this through email follow-ups, in-store signage, or a simple verbal request after a positive interaction.
• Respond to All Reviews: Respond professionally to both positive and negative reviews. Thank customers for positive feedback and address concerns in negative reviews constructively. This shows you value customer feedback.
• Monitor Review Recency: A steady stream of new reviews is better than a large batch from two years ago. Make review generation an ongoing part of your business operations.

3. Inaccurate Local Citations (NAP)

Your NAP—Name, Address, and Phone number—is your business’s digital fingerprint. Inconsistencies in this information across different online directories (like Yelp, Yellow Pages, and industry-specific sites) can confuse search engines and erode trust. Google may not be sure which information is correct, leading to lower rankings.

How to Fix It:

• Conduct a Citation Audit: Use a tool like Moz Local or BrightLocal to find where your business is listed online. Identify any inconsistencies in your NAP information.
• Standardize Your Information: Choose one official format for your business name, address, and phone number and use it everywhere. For example, decide if you’ll use “Street” or “St.” and stick with it.
• Update and Build Citations: Manually correct any inaccurate listings. Afterward, focus on building new citations on reputable local and industry-specific directories.

4. Thin or Generic Local Content

Does your website’s content truly serve your local audience? If your site only contains generic service descriptions without any local flavor, you’re missing a huge opportunity. Google’s updates favor content that demonstrates deep knowledge of and involvement in a specific geographic area.

How to Fix It:

• Create Local Landing Pages: If you serve multiple areas, create dedicated pages for each location. Include location-specific details, testimonials, and case studies.
• Blog About Local Topics: Write blog posts about local events, community news, or how your services solve problems specific to residents in your area. For example, a roofing company could write about “Choosing the Best Roofing Material for Florida’s Hurricane Season.”
• Showcase Local Involvement: Feature any local sponsorships, partnerships, or community work on your website. This builds authority and demonstrates a genuine connection to your community.

Elevate Your Skills with Online SEO Courses

Keeping up with Google’s changes can feel like a full-time job. You may be aware of SEO and what it can do, but you might not know all the best practices or which strategies are most effective today. If you’re looking for an opportunity to master SEO and digital marketing, you’ll be glad to learn that SEO Academy offers comprehensive resources. With our online courses on SEO, created by top experts in the field, you can learn at your own rhythm and turn these challenges into growth opportunities.

Your Path to Local SEO Strategy Success

The recent Google core updates are not a punishment; they are a push toward higher quality and better user experience. For local businesses, this means doubling down on authenticity, community engagement, and providing genuine value. By optimizing your Google Business Profile, actively managing your reviews, ensuring your business information is consistent, and creating rich, local content, you can align your strategy with what Google wants to see.

Don’t let algorithm updates derail your business. Instead, view them as an opportunity to build a stronger, more resilient online presence that will not only please search engines but, more importantly, will attract and retain loyal local customers.