- They aren’t using their Google Business Profile properly or even at all.
- They haven’t optimized their listing so it’s not working as well as it could be.
- They’re not actively posting or adding anything on a daily/weekly basis so it begins to slide to the bottom of the rankings.
BONUS 4: Most people think they’re already number one for their main keyword because they’re searching for their service from the location of their listing (their house or office) and so Google shows them the nearest business and it’s theirs. To get a real picture, search from various locations with a clear cache or incognito window.