Slow load times, mobile problems, and failed Core Web Vitals hold back local rankings no matter how good your GBP is. Here's what to fix.
Most local business owners think SEO is about keywords, Google Business Profiles, and reviews. And while those are important, technical SEO, the behind-the-scenes performance of your website, can quietly undermine all of that work if it's broken.
Google explicitly uses website technical quality as a ranking signal. A slow, mobile-unfriendly website with Core Web Vitals failures ranks lower than a technically sound competitor, even if everything else is equal.
Here's what to check and what to fix.
There's a dedicated breakdown in local business website SEO.
If you want to go deeper, our article on local SEO WordPress plugins walks through the plugins that handle schema, location pages, and reviews on WordPress.
Local businesses often have simple websites, a homepage, a services page, a contact page. The assumption is that simple sites don't have technical problems. But the most common technical issues (slow images, poor mobile optimization, render-blocking scripts) appear on simple sites as often as complex ones.
The consequences:
According to Google's SEO Starter Guide, page experience signals, including Core Web Vitals, are factored into Google's ranking systems.
Core Web Vitals are Google's standardized metrics for page experience. There are three:
Largest Contentful Paint (LCP) Measures how quickly the main content of your page loads. Target: under 2.5 seconds.
The most common cause of poor LCP for local business sites: large, unoptimized hero images. A 3MB JPEG of your storefront on the homepage will reliably fail this metric.
Cumulative Layout Shift (CLS) Measures how much your page visually shifts while loading (elements jumping around as images and fonts load). Target: under 0.1.
Common causes: images without defined dimensions, web fonts loading late, ads or embeds appearing after initial load.
Interaction to Next Paint (INP) Measures how quickly your page responds to user interactions (clicks, taps). Target: under 200ms.
Common causes: heavy JavaScript, third-party scripts (chat widgets, analytics overload).
Free tools:
Run tests on mobile AND desktop separately, mobile performance is weighted more heavily for local search.
Compress your images The single biggest page speed improvement for most local business websites. Images should be:
Enable lazy loading for images
Images below the fold shouldn't load until the user scrolls to them. Add loading="lazy" to image tags below the fold.
Minimize plugin bloat (WordPress sites) Every plugin adds scripts and stylesheets. Deactivate and delete plugins you're not actively using. A typical WordPress local business site uses 15–25 plugins, half of which are unnecessary.
Use a CDN A Content Delivery Network (CDN) serves your static files from servers near the user's geographic location. Cloudflare offers a free tier that meaningfully improves load times for most small sites.
Google uses mobile-first indexing, it evaluates and ranks your mobile website, not your desktop one. For local businesses, this matters even more because the majority of local searches happen on phones.
Check your mobile experience:
Common mobile issues for local business sites:
tel: link)Your website must use HTTPS (not HTTP). This is both a ranking signal and a user trust signal, browsers flag HTTP sites as "Not secure," which visibly discourages visitors.
Check: Does your website URL start with https://? If not, contact your hosting provider to install an SSL certificate (free with Let's Encrypt through most hosts).
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