Local SEO vs Google My Business: Why Most Businesses Confuse These Two and Get Low Rankings

Dec 19, 07:01AM

A lot of businesses in 2025 believe that once their Google My Business (now Google Business Profile) is “optimized,” their local SEO is done. The profile is complete, reviews are coming in, but rankings still stay low or drop out of the Top 3 Map Pack as competition grows. The core problem is confusion: treating GMB as the entire strategy instead of one (important) part of a larger local SEO ecosystem. This article explains the difference and overlap between Local SEO and Google My Business, and how misunderstanding the two leads to partial optimization and weak local visibility.

 

What Is Google My Business?

Google My Business (Google Business Profile) is Google’s platform for managing how your local business appears on Google Maps and in the Local Pack. It controls your business name, category, address, phone number, hours, reviews, photos, posts, products/services, and some messaging options. In simple terms, GMB is the “front-of-house” card that shows up when someone searches locally. It is a platform and a profile not a complete SEO strategy by itself.

 

What Is Local SEO?

Local SEO is the broader practice of improving your visibility in local search results both the Map Pack and the regular organic listings. It goes beyond your GMB profile and includes your website’s technical health, on‑page local content, local landing pages, citations on directories, backlinks from local/industry sites, and user behavior signals such as click‑through and dwell time. Strong Local SEO supports Google’s understanding of who you serve, where you are, and why you’re a better result than competitors.

 

The Core Difference: Local SEO vs GMB

Google My Business

• Profile‑based: One main interface controlled inside Google.
• Limited customization: Fields and formats defined by Google.
• Focused on Maps/Local Pack visibility and basic business info.

Local SEO

• Ecosystem‑based: Combines website, citations, backlinks, content, and behavior.
• More flexible: You control content and structure on your own properties.
• Influences both Map Pack and local organic rankings, building long‑term authority and trust.

 

Why Businesses Confuse Local SEO with GMB

GMB is easy to see and simple to set up, so it feels like “doing SEO.” It can sometimes produce quick visibility jumps, especially in low‑competition areas, leading owners to think that profile tweaks alone equal local SEO. Some service providers oversell GMB optimization as a shortcut, while Google itself heavily promotes Business Profiles without going deep into off‑profile ranking factors. This creates the illusion that a filled profile and reviews are enough.

 

Common Mistakes That Cause Low Rankings

Mistake 1: Optimising Only the GMB Profile

Businesses polish their profile but ignore the website. There are no city‑specific or service‑specific landing pages, weak on‑page SEO, and slow or poorly structured sites all of which limit local authority.

Mistake 2: Weak or No Local Content

Websites use generic, “anywhere” copy with no mention of local areas, neighborhoods, or use cases. Without localized content, Google struggles to see you as the best answer for that geography.

Mistake 3: Inconsistent NAP Across the Web

Name, address, and phone differ across directories, social profiles, and the website. This inconsistency confuses Google’s local algorithm and can dilute trust.

Mistake 4: No Local Backlinks or Citations

There are few (or no) references from local directories, industry associations, or nearby partners. Without these signals, Google has little external proof that your business is established in that area.

Mistake 5: Ignoring Behavioural Signals

Low click‑through from Maps, poor mobile experience, slow load times, and quick bounces all reduce perceived usefulness. Over time, these behavior patterns hurt rankings even if the GMB profile looks “complete.”

How Google Actually Connects Local SEO & GMB

Google doesn’t rank your GMB in isolation. It cross‑checks Business Profile data against your website and other sources to evaluate accuracy, relevance, and prominence. A strong website with good local content, fast performance, and clean NAP consistency supports your GMB ranking. Reviews help, but sit inside a larger ecosystem of signals like backlinks, citations, and user interactions. In practice, GMB tends to perform better and rank more stably when Local SEO fundamentals are strong.

Real‑World Pattern Seen in Low‑Ranking Businesses

Common patterns among low‑ranking local businesses include: fully filled‑out GMB profiles linked to weak websites; many reviews but little local relevance or authority; operating in high‑competition categories with almost no local backlinks or citations; and some GMB posting activity but minimal supporting SEO work. The result is a profile that looks good in isolation but loses out when Google compares the entire competitive set.

What Strong Local Rankings Usually Have

Listings that consistently rank well tend to share these traits: a well‑optimized GMB profile (accurate category, photos, posts, reviews), location‑specific pages on the website, consistent NAP across directories, relevant local backlinks and citations, regular content updates, and healthy engagement behavior from users (clicks, calls, direction requests, time on site).

Why GMB Alone Rarely Sustains Top 3 Rankings

As more competitors optimize, Google relies on deeper and more diverse signals to rank local results. GMB can help you appear, but it doesn’t create overall authority. Without a solid Local SEO foundation, early ranking gains often plateau or decline when stronger competitors invest in websites, citations, and content. In competitive markets, relying only on GMB is like polishing the shopfront while ignoring the building’s structure.

Google My Business and Local SEO are closely related but not interchangeable. GMB is a powerful tool; Local SEO is the strategy that makes it work over time. Confusing the two leads to partial optimization and frustration when rankings don’t improve. Strong local visibility usually comes from the combination: a complete, active Business Profile supported by a well‑optimized, locally relevant website and consistent off‑page signals.

If your business looks good on Google My Business but struggles to stay in the Top 3, reviewing the Local SEO foundation around it often explains why.