If you run a small business in Santa Monica or the Westside, you already know that most of your customers are local. They’re walking past your storefront, asking neighbors for recommendations, or—more often than not—Googling what they need. Whether you’re a yoga instructor in Mar Vista, a coffee shop owner in Ocean Park, or a photographer working out of your garage in Santa Monica, showing up online in a clear, consistent way is one of the best ways to attract the right people to your business.
That’s what local SEO helps with. It’s not about gaming the algorithm or chasing trends—it’s about helping search engines understand who you are, where you are, and how you serve your community. And the good news is: you don’t need to be an expert to make a big impact.
Here’s what I recommend, both as a web designer and as someone who works with small businesses all across the Westside.
Set up your Google Business Profile
The most important—and often most overlooked SEO move is making sure your Google Business Profile is set up and accurate. This is what powers those map listings when someone searches “hair salon near me” or “Santa Monica dog groomer.” Take a few minutes to check that your hours, phone number, and business category are correct. Upload a few photos that reflect what you offer. If you can, ask a couple of happy customers to leave you a review.
Think of your Google profile like a mini version of your website. If someone only saw that listing, would they understand what makes you unique?
Speak to your neighborhood
You don’t need to be a household name or compete with massive retailers to build a meaningful, successful business. In fact, some of the most loved businesses are the ones that feel personal, local, and deeply connected to their neighborhoods. You’re not trying to be the next Amazon—you’re trying to serve real people, right where you are. And that matters.
One of the best ways to stand out as a small business? Be specific. Be local. A lot of websites fall into the trap of using generic phrases like “quality service” or “trusted expert,” but they forget to answer two essential questions: Where are you? And who are you here for?
If you want to show up in local search results—and in the minds of people nearby—your website should make it crystal clear that you’re part of the community.
Instead of saying “wedding florist,” say “wedding florist in Santa Monica specializing in seasonal arrangements.” If you serve multiple neighborhoods, name them: “Proudly serving West LA, Mar Vista, and Venice.” These details aren’t just for SEO—they help people feel seen and understood.
You don’t need to overload your site with keywords or make it sound robotic. Just speak clearly and naturally, especially on key pages like your homepage, About, and Services. Let your community know you’re here—and here for them.
Your neighborhood is part of your story—share it.
You don’t need to be a content machine to show up online. Sometimes, the most powerful thing you can do is share something real—something rooted in your everyday work and the community around you.
That could be a short post about a local event you were part of, a behind-the-scenes look at how you prep for a client, or a few favorite spots in your neighborhood that inspire you. Posts like “What I Love About Working with Families in Mar Vista” or “Helping a Local Nonprofit Launch Their First Website” might not seem like much—but they can go a long way in making your business more visible and more human.
You’re not just offering a service. You’re part of a community. When people see that reflected in your website, it builds trust—and helps you get found by others who care about supporting local.
You don’t need to publish often. Even just one or two thoughtful posts like this can make your site feel more personal—and more rooted in your community.
Your website design matters for SEO too!
Design and SEO aren’t separate—they’re connected. Google pays attention to how your site looks and functions because it reflects the kind of experience you’re offering your users.
If your website is slow, cluttered, or hard to navigate on a phone, you’re more likely to lose potential customers (and search engines will take note). A good site should load quickly, look great on mobile, and make it easy to figure out what you do and how to contact you.
I always recommend using a clear headline on your homepage that tells people exactly who you are and who you help. For example: “Custom Cakes in Santa Monica for Celebrations Big and Small.” It’s simple, it’s friendly, and it helps both people and search engines connect the dots.
The same goes for navigation. Keep your menu clean—just a few key links to your main pages—and make sure it’s easy to get in touch. Contact forms, phone numbers, and even Instagram DMs (if that’s where you talk to customers) should be easy to find.
Keep your info consistent across the web
This one’s small but important: make sure your business name, address, and phone number are written the same way everywhere. On your website. On Google. On Yelp. On your Instagram bio. Even a small mismatch—like spelling out “Street” in one place and using “St.” somewhere else—can confuse search engines.
If you’re listed in any local directories (like the Santa Monica Chamber of Commerce, or niche directories related to your field), check those too. The more consistency you have, the more trustworthy your business appears online.
Reviews really do matter
I know it can feel awkward to ask for reviews, but they’re a powerful tool—not just for convincing new customers, but for showing up in search results. Google prioritizes businesses with a steady flow of positive reviews, especially when they include keywords like your service or location.
A simple email after a good experience, or a friendly in-person ask, can go a long way. And when someone takes the time to leave you a review, take a moment to respond. A “thank you” or thoughtful reply helps build trust and shows others that you care.
If you’re proud of certain reviews, you can even showcase them on your site. A few kind words from real customers can be more persuasive than paragraphs of marketing copy.
And a quick word on website tools
If you work with a web designer (hi 👋🏽), they can help you with behind-the-scenes things like meta tags, image optimization, and schema markup—all of which give search engines more context. But even if you’re managing your own site through Squarespace, WordPress, or Shopify, you can make a big difference just by focusing on clarity, speed, and consistency.
You don’t need to be everywhere—just easy to find
SEO can seem complicated, but at its core, it’s just about making it easy for people to find you, understand you, and trust you. You don’t have to chase every trend or be on every platform. Just show up clearly, speak to your local audience, and let your website reflect who you really are.
And if you’re feeling stuck? You don’t have to figure it all out alone.
At Ube Bread, I work with small business owners across Santa Monica and the Westside to design websites that feel intentional, warm, and easy to use—for both people and search engines. If that sounds like something you need, I’d love to connect.
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About Trinedy
I’m Trinedy, the founder of Ube Bread, a neighborhood web design studio based in Santa Monica. I help local businesses build websites that reflect who they are—thoughtful, clear, and designed to grow with them. I write about web design, SEO, and creative business life right here on the Ube Bread blog.
