Local SEO: 7 ways to optimise your website for local searches
If you run a local business, you’ll know how important it is to be found online by people in your area. Whether you’re a café, a florist, or a consultancy, showing up in search results when someone types “near me” can make all the difference.
Here are 7 practical ways to optimise your website (and online presence) for local searches – with Cambridge-specific examples and clear actions you can take today.
1. Claim and optimise your Google Business Profile
Your Google Business Profile (GBP) powers both Google Maps and the ‘local pack’ (those top three results you often see under the map). If you haven’t claimed or optimised yours, you’re missing a huge opportunity.
A complete, active profile tells Google your business is trustworthy and relevant – and it gives potential customers key info like reviews, opening hours, and photos of your work.
Use case:
A bakery on Mill Road that regularly posts photos of new seasonal bakes, updates opening hours before bank holidays, and answers common questions in the Q&A (“Do you make vegan birthday cakes?”) shows up more often when someone searches “fresh bread near me Cambridge.”
Action:
Claim or verify your GBP at google.com/business
Fill out every section – including categories, services, description, FAQs, and hours
Add high-quality photos every few weeks – products, shopfront, or behind-the-scenes
Use “Cambridge” naturally in your business description (e.g. “independent bakery serving the Cambridge community”)
Use Google Posts to share news, promotions, or events
2. Use local keywords on your website
A second way to optiomise your website for local searches is to Include keywords that reflect your service and your location. This helps Google connect your site with local searches.
Use case:
A yoga studio in Cambridge adding copy like “Join our weekly yoga classes in central Cambridge” instead of just “Join our weekly yoga classes” makes it clear who they serve and where.
Action:
Use tools like Ubersuggest or AnswerThePublic to find relevant local keywords
Update your page titles, headings, and descriptions to include your location (e.g. “Cambridge yoga studio”)
Create a page for each service, using local terms (e.g. “Wedding photography in Cambridge”)
3. Create locally relevant content
Publishing content that reflects your area helps Google see your website as locally authoritative – and shows customers you’re active in the community.
Use case:
A Cambridge florist writing a blog about “The best Cambridge wedding venues for seasonal flowers” attracts both couples planning weddings and Google’s attention for local relevance.
Action:
Write blog posts, guides, or case studies that link your services to Cambridge
Share customer stories or events based in Cambridge
Highlight local suppliers, events, or collaborations on your website
4. Collect and respond to reviews
Collecting and responding to reviews on Google and other platforms influence both ranking and trust, hence its another great way to optimise your website for local searches. A strong review profile signals credibility to both search engines and potential customers.
Use case:
A Cambridge café with 200+ reviews (and polite, thoughtful replies to each one) looks more appealing – and ranks higher – than a competitor with just 20 reviews and no responses.
Action:
Encourage happy customers to leave a review on Google
Reply to every review – positive or negative – within a few days
Share your best reviews on your website and social media
5. Build local backlinks
Backlinks (links from other websites) are like votes of confidence. Local backlinks show Google that your business is part of the Cambridge community and thus helps to optimise your website for local search results.
Use case:
A Cambridge accountant being listed in the Cambridge Network directory or featured in a Cambridge Independent article gains valuable local backlinks that improve their authority in searches.
Action:
Submit your business to local directories like Cambridge Network or Cambs Chamber of Commerce
Collaborate with local bloggers, journalists, or charities and ask for a link
Offer to guest post on local business sites or university blogs
6. Optimise for mobile and speed
Most local searches happen on mobile devices – often when someone is already nearby. It goes without saying, if your site is slow or hard to use on mobile, you’re losing customers. Therefore you must ensure your website is optimised for mobile and speed as seach engines favour optimised sites for discoverability.
Use case:
A Cambridge taxi service with a mobile-friendly site that loads quickly is far more likely to convert someone searching “Cambridge taxi near me” than one with a clunky, outdated site.
Action:
Test your site with Google’s Mobile-Friendly Test
Compress images to speed up load times
Keep forms and calls to action short and easy on mobile
7. Add local schema markup
Schema is a bit of behind-the-scenes code that helps search engines understand your business details. Adding local schema improves your chances of appearing in rich results.
Use case:
A Cambridge hair salon using LocalBusiness schema (with name, address, phone number, and opening hours) is more likely to appear in the local pack with enhanced info.
Action:
Use Google’s Structured Data Markup Helper to generate schema
Add LocalBusiness schema to your homepage and contact page
Include your business name, address, phone number (NAP), and opening hours in the schema
Looking ahead: local SEO and AI searches
With tools like ChatGPT increasingly part of how people search for businesses, you might be wondering if local SEO still matters. The good news is: everything you’re already doing for local SEO helps AI discovery too.
Clear business information, consistent NAP, a strong Google Business Profile, locally relevant content, and positive reviews all make it easier for AI tools to “know” about your business and recommend it when someone asks for services in Cambridge.
I’ll be sharing more on how AI tools are shaping local search in an upcoming post – so you can stay ahead of the curve and make sure your business is found, no matter how people search.
Looking for help with your SEO?
Get in touch and let me know. There are a few ways I can help you gain visibility!
