What is Local SEO in Singapore?
Local SEO in Singapore refers to optimising websites to increase visibility for location-based searches, specifically in Singapore. It is essential for businesses that operate in specific geographic areas, such as retail stores, restaurants, service providers, and any company that relies on local customers.
If your business resides in Singapore and wants to broaden your reach and increase sales conversion, local SEO will help you. In this comprehensive guide, you will learn about:
- How Local SEO Works
- Why Singaporean Companies Need Local SEO
- Local SEO Trends
- Elements of Local SEO
- Step-by-step guide in utilising local SEO
- How to Measure the Success of Your Local SEO Campaign
- Local SEO Tools
- Case Studies of Singaporean Brands That Have Successful Local SEO Campaigns
How Local SEO Works
For sure, you have used these terms to search for something nearby—”Best Chinese Food Near Me,” “Dental Clinic Near Me,” and “Money Exchange Near Me.” Red Local SEO reported that the number of searches that use the term “NEAR ME” has increased by 500% in recent years. There are more than 1.5 billion “Near Me” searches monthly!
That’s the impact of local SEO – a branch of SEO or Search Engine Optimisation that improves a website’s ranking on search results. It helps you give information about something within a vicinity and also helps local businesses to be discoverable by residents nearby. Let’s dive into this SEO tactic and learn how to leverage it for your brand.
A business that implements its local SEO well must appear in searches like this:
To help you better understand local SEO, let’s use the comparative matrix below to differentiate it from general search engine optimisation.
SEO vs Local SEO: A Comparison
| Aspect | SEO | Local SEO |
| Scope | Global or national focus, targeting a broad audience | Local focus, targeting users in a specific geographic area |
| Target Audience | broad audience, including international and national users | Local customers or users searching for services within a particular area |
| Keywords | General keywords relevant to the industry or business | Geo-specific keywords, often including location names such as “carpenter in Singapore.” |
| Search Results | Appears in standard organic search results | Appears in local search results, including Google’s Local Pack (maps and local businesses) |
| Optimisation Focus | Website content, technical SEO, backlinks, and overall site authority | Google My Business (GMB) optimisation, local citations, reviews, and localised content |
| Content | Broad topics related to the business or industry, often including blogs and resources | Content tailored to local interests, events, and needs, often including localised landing pages |
| Link Building | Focus on acquiring backlinks from high-authority websites | Emphasis on obtaining backlinks from local websites, directories, and partnerships |
| Ranking Factors | High-quality content, backlinks, site speed, mobile-friendliness, and user experience | Proximity to the searcher, relevance to local queries, local citations, reviews, and NAP (Name, Address, Phone number) consistency |
| Tools Used | General SEO tools like Google Analytics, SEMRush, Moz, etc. | Local SEO tools and platforms like Google My Business and BrightLocal |
| Business Types | Suitable for businesses seeking national or global reach, such as e-commerce, SaaS companies, or national brands | Ideal for businesses with a physical presence or service area, like restaurants, retail stores, and service providers |
| Search Intent | Users search for information, products, or services without location constraints. | Users search for businesses, services, or products within a specific geographic area. |
SEO (Search Engine Optimisation) and Local SEO share the same foundational principles, but their main difference is in objectives and target audiences. Now, let’s get into how beneficial local SEO is to your business in Singapore.
Why Singaporean Businesses Should Prioritise Local SEO
Investing in Local SEO in 2024 is not just a clever marketing strategy for Singaporean businesses—it’s necessary. By optimising local search, companies can increase their visibility and discoverability, attracting more customers and staying competitive in an ever-changing market landscape. To convince you further, here are some of the reasons why you should invest in local SEO:
Highly Competitive Market
According to the International Institute of Management Development, Singapore is the top-ranked economy in the world. It is known for its competitive business environment, with a high density of businesses in a relatively small area. It makes it crucial for companies to stand out in local search results. Local SEO allows businesses to target their immediate geographic area, making reaching potential customers nearby and ready-to-engage easier.
Digital Savvy Population
As reported by DataReportal, Singapore has a high internet penetration rate of 96%. The island country also has a tech-savvy population that relies heavily on online search to find local businesses, products, and services. Nowadays, the mobile and voice search trend continues, making it essential for companies to optimise for these local searches.
Increased Use of Mobile Devices
Channel News Asia reported that almost all Singaporeans own a mobile device, with a 97% ownership rate, making information more accessible. With this, local SEO ensures that businesses are visible in mobile search results, which is critical given the rise of “near me” searches and the importance of being present at the moment of intent.
Tourism and Expatriate Market
Singapore’s robust tourism sector and sizeable expatriate community further emphasise the need for effective Local SEO. Tourists and expatriates often rely on local searches to find services, restaurants, and entertainment options. By prioritising Local SEO, businesses can tap into this lucrative market and attract customers who need to become more to become more familiar with local brands.
Trust and Credibility
Appearing in local search results, especially within the Google local pack, builds trust and credibility with users. Positive reviews, accurate business information, and a well-maintained online presence contribute to a strong reputation, essential for success in a competitive market like Singapore.
Adaptation to Future Trends
As digital marketing evolves, businesses prioritising local SEO in 2024 can better adapt to future trends. Whether it’s the increased use of AI in search, the growing importance of voice search, or changes in consumer behaviour, a strong foundation in Local SEO will help Singaporean businesses stay ahead of the curve.
Local SEO Trends
Driven by technological advancements, local SEO in Singapore changed drastically. Aside from that, changes in consumer behaviour and the competitive business environment are some factors that significantly affect local SEO. To understand how local SEO plays in Singapore, here are some of the key trends:
Mobile-First Indexing and Mobile Search
Mobile-first indexing refers to Google’s prioritising the website’s mobile version for ranking. This trend is particularly relevant given that over 97% of Singaporeans access the internet via mobile devices. Mobile optimisation has become essential as more consumers search for local businesses using their smartphones.
- Impact on Local SEO: Businesses that make mobile-friendly websites tend to rank higher in local search results. Therefore, you must design your website to have a faster loading time, be responsive, and become user-friendly overall. Google’s emphasis on mobile-first indexing means a poor mobile experience can negatively impact a business’s local search rankings.
Voice Search Optimization
Yaguara reported that there is a whopping 1 billion global voice searches monthly! In Singapore, the adoption of voice-activated assistants like Siri, Google Assistant, and Alexa is also rising, particularly among younger and tech-savvy demographics. Voice search queries are more conversational and use natural language, leading to a shift in how businesses need to optimise their content.
- Impact on Local SEO: As a digital marketer or a brand owner, you must focus on long-tail keywords and a conversational approach to optimise your voice search. It involves understanding the intent behind voice queries, often local, such as “Where is the nearest barbershop?” or “Best places to eat in Bugis Junction.”
Google My Business (GMB) Enhancements
Google My Business (GMB) remains fundamental in Local SEO, with ongoing enhancements that offer businesses more opportunities to engage with customers. Features such as local service ads, direct booking options, and detailed insights are becoming increasingly crucial for Singaporean companies.
- Impact on Local SEO: Optimising GMB profiles is crucial for appearing in the local pack, a prominent section in Google’s search results that displays local businesses relevant to the search query. GMB allows companies to provide essential details such as store name, store hours, contact information, store photos, and customer ratings or reviews, influencing local search rankings.
Importance of Reviews and Reputation Management
Online reviews have become critical in Local SEO, impacting a business’s reputation and search rankings. Channel News Asia reported, “57% of Singapore consumers look at online reviews before purchasing a product.” Consumers highly value social proof, making reviews an essential part of decision-making.
- Impact on Local SEO: Businesses with positive reviews are likelier to appear in the local pack and attract new customers. Managing and responding to positive or negative reviews is crucial for maintaining a solid online reputation. Reviews also provide fresh content, which can improve local search visibility.
Hyperlocal Targeting
Hyperlocal targeting focuses on reaching customers in particular geographic areas, often down to neighbourhoods or streets. This trend is relevant in Singapore, where the dense urban environment means consumers usually look for services within a short distance.
- Impact on Local SEO: Businesses that optimise for hyperlocal searches can capture highly targeted traffic. It involves using geo-targeted keywords, creating localised content, and leveraging GMB to highlight proximity to searchers. Hyperlocal targeting is especially effective for businesses with multiple locations across Singapore.
“Near Me” Searches
“Near me” searches are prevalent in Singapore, reflecting consumers’ desire to find nearby businesses, services, and amenities. These searches are typically performed on mobile devices and are often location-specific, such as “restaurants near me” or “plumbers near me.”
- Impact on Local SEO: To capture “near me” searches, optimise your business’s content with location-based keywords and their GMB profiles. Proximity to the searcher, relevance, and reputation are key factors influencing rankings for these queries.
Use of Multiple Languages in Search
Singapore’s multicultural population means consumers search for information in multiple languages. This linguistic diversity influences how businesses approach Local SEO to cater to different language preferences.
- Impact on Local SEO: Businesses that provide content in multiple languages can reach a broader audience and improve their discoverability in local search results. It involves creating multilingual content and optimising their GMB profiles and website metadata for different languages.
Trust in Local Businesses
Singaporean consumers tend to trust local businesses and tiny and medium-sized enterprises (SMEs) over multinational corporations. The sense of community and a desire to support the local economy drive this preference.
- Impact on Local SEO: Emphasising local roots and community involvement can enhance a business’s appeal in local search. Businesses highlighting their local connections in their content and GMB profiles are more likely to attract customers who prioritise supporting local enterprises.
5 Essential Elements of Local SEO
Now that you know the basics of local SEO, here are five essential elements of a successful local SEO campaign:
Google My Business
Google My Business is a free tool from Google that allows business owners to manage their online presence in Search Engines. The GMB dashboard gives you access to tools that help you list and optimise your local listings, get customer reviews, and track critical metrics such as traffic, leads, and conversions.
Setting up a GMB account is relatively easy. All you need to start are your business name, verifiable address, and phone number.
NAP Consistency
NAP consistency refers to the consistent use of your business Name, Address, and Phone Number on all your website pages and any other marketing channel you are in (Google My Business, Facebook, Foursquare, Bing Business Portal, etc.). You should use the same NAP data across all your online and offline marketing channels. Moreover, ensure that your NAP data is correct across all platforms.
Reviews & Citations
Reviews & Citations make up a significant part of local SEO and help influence rankings and click-through rates (CTR). The more positive reviews you have, the more likely you will rank higher and get found by local customers.
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Image source: Alchemist The Heeren Google Business Profile
The best way to get reviews is to ask your happy customers for written or video testimonials and encourage them to share them on Google My Business and other review sites. You also don’t want to discourage unhappy customers from posting negative reviews. Everyone needs constructive criticism occasionally, and if handled correctly, negative reviews can help improve your product or service offering over time.
On-page SEO
On-page SEO is the process of optimising individual web pages so that they rank higher in Search Engines. Several factors determine on-page SEO, but all these factors interlink and influence one another. Some of the most important elements include Title Tags, meta Descriptions, URL structures, and keyword placement.
On-page doesn’t only work with organic SEO but with local SEO as well. You can start by optimising your website content and sales copy to make them relevant to your local audience.
Here are a few ways to go about it:
- Create location-specific sales pages & blog posts that rank for local keywords.
- Include location names on pages with customer testimonials.
- Optimise images by adding geotags to them.
- Add a Google Map to your Contact Us page & link it to your Google My Business Page.
- Use tools like Moz Local & Yext to optimise your business’s local presence.
A Step-by-Step Guide to Local SEO
SEO is complicated and constantly changing. On the other hand, local SEO is far easier to understand, even if it can be challenging. Peter Da Vanzo said in an interview for Search Engine Land that the only way to optimise your website for local search results is to follow one simple rule: “Think locally; act locally; rank globally.”
So, how can you apply that to your business?
Step 1: Make Sure Your Google My Business Listing is 100% Complete
The first step should be creating your Google My Business if needed. Once done, the next thing you want to do is check and verify your listing. That means you’ll need to:
- Fill in all the requested information, including images, opening hours, and an accurate address.
- Claim or verify your website link if it needs to.
- Add as many location extensions as possible (e.g., address, phone, website) to your listing.
Your website should have all the essential information:
About Who You Are:
- Your business name
- Website
- Business description
- Attributes
- Categories
- Photos
- Opening/Founding/Incorporation Date
Your location:
- Address
- Service Area
Time to Visit:
- Opening and closing hours
- Holiday hours
Step 2: Verify Your Locations
You can start by verifying your physical location(s). To do so, you must have a listing with complete NAP information listed on Google My Business. The verification process is simple:
On your desktop computer:
- Go to https://www.google.com/business and sign in with your Gmail account. Google also allows you to create one right there. Afterwards, click next.
- Enter your business address and process to create or claim your listing.
- Please fill out all the requested information and submit it for verification.
On Your Smartphone/Tablet
- Start by downloading the My Business app from the Google Play Store or Apple’s App Store.
- Once done, sign in with your Gmail account.
- Enter your business address and process to create or claim your listing.
- Please fill out all the requested information and submit it for verification.
You can also use Google Maps to add or claim your business.
- Keep Your Hours Accurate and Up to Date
- Be sure to include your hours of operation. What time do you open?
- When do you close?
Remember to include holiday hours, including the days when you’re closed.
Step 3: Manage and Respond to Reviews
One of the best ways to build credibility in your service/product is through Google reviews. You need to maintain the positive ones and reply to any negative ones with promptness, professionalism, and courtesy.
Encourage as many customers as possible to review your product or service. And don’t be afraid of negative reviews because, if managed well, they can also allow you to build rapport with your customers. According to Moz, Google reviews and Google My Business listing account for about 40% of the local pack listing.
How to Rapidly Grow Your Google Reviews and Ratings
To get more reviews, you can:
- Send an email invite to former and current customers.
- Use phrases like ‘I hope you had a great experience with our company’ and ‘Please share your thoughts and tell us how we did.’
- Invite them on Yelp, Facebook, and Google business pages.
- Know the Right Timing: the right time to send the invitation is when the customer is still on your site or immediately after they leave your store or business premises.
- Eliminate any barrier by sending customers a platform or app they already use.
When they receive their product or service, the best time is to ask customers to leave a review.
Add High-Quality Photos
Once you have completed the verification process, Google wants you to upload at least ten high-quality photos of your business. Pictures should show the building itself, your products or services, and, if possible, your business’s interior with customers inside.
Image source: Barber 25 from Japan Google Business Profile
The point is to tell a visual story and create interest in and intrigue about your services and products. Photos tell stories, and Google is all about stories. Photos also help local businesses stand out from the competition.
According to Google, listings with images tend to receive 42% more requests for driving directions and 35% more website clicks. There are several ways you can create a compelling photo story for your Google listing, but at the bare minimum, make sure you have uploaded the following images:
- Profile photo
- Logo
- Cover photo
Google My Business is a valuable tool in the battle to rank higher in local search results. Make it a priority to claim your Google My Business account today.
How to Measure the Success of Local SEO
Like other digital marketing campaigns, you must monitor your local SEO campaigns to know if you are in the right direction. Here are the four main local SEO KPIs that you should monitor.
- Website clicks: The number of people clicking links displayed in SERPs and GBP visit your website.
- Phone calls: The number of potential local customers who call to inquire about a product or service.
- The revenue accrued and sources: The income generated from the sales made on your website after implementing a particular local SEO strategy. Knowing the sources will enable you to develop ways of improving the channels to continue generating sales and qualified leads.
- Total business profile interactions: This metric gives insights into the degree of engagement your content delivers. Low interactions mean the content needs improvement to be more relevant and relatable. Trust local SEO to enhance your business profitability and success. Ensure that you apply the best local SEO practices and regularly monitor the results to determine the efficacy of the strategies implemented.
Top 5 Local SEO Tools in 2024
To help you implement local SEO in your business, here are the top five tools you can use:
| Tool | Key Features | Best For | Price |
| BrightLocal |
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Small to medium-sized businesses, agencies focusing on local SEO | Start at USD 29 per month |
| Moz Local |
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Businesses needing consistent NAP data across multiple platforms | Starts at USD 14 per month |
| Yext |
|
Large enterprises with multiple locations, brands managing a wide range of local data | Starts at USD 199 per location |
| Semrush |
|
Digital marketing agencies and businesses needing comprehensive SEO solutions | Starts at USD 119.95 per month |
| Whitespark |
|
Agencies and businesses found on building local citations and improving local rankings | Starts at USD 25 per month |
BrightLocal
BrightLocal remains a top choice for businesses and agencies focusing on local SEO. Its comprehensive features include local rank tracking, citation building, and review management, which are crucial for maintaining a strong regional presence. The Google My Business audit tool helps users optimise their listings, ensuring businesses appear prominently in local search results.
Moz Local
Moz Local is known for its robust local listing management capabilities. It automates managing business information across various online directories and ensures NAP consistency, vital for local SEO. The tool also offers review monitoring and local SEO reports to help businesses improve their local search performance.
Yext
Yext is a premium local SEO tool for large enterprises and brands with multiple locations. Its advanced features include listings, reviews, content management, and AI-powered insights that help businesses make data-driven decisions. Yext ensures that business information is accurate and up-to-date across all significant platforms, improving local search visibility.
Semrush
Semrush is a well-known all-in-one SEO tool that includes powerful local SEO features. It offers a local SEO audit, position tracking, GMB listing management, competitor analysis, and on-page SEO checking. Semrush is versatile, catering to many SEO needs beyond local optimisation.
Whitespark
Whitespark specialises in local SEO tools, focusing on citation building and local rank tracking. It also offers reputation management and link-building features. Whitespark is particularly effective for agencies and businesses that need to strengthen their local SEO efforts through citations and local link-building.
Local SEO Case Studies in Singapore
Now that you know the fundamentals of local SEO and how to implement it, learn about some Singaporean brands that leveraged the SEO tactic to their advantage. Learn more about their strategies; you can take inspiration from their campaigns.
Case Study: Udders Ice Cream
Udders Ice Cream, a famous Singaporean ice cream brand, has become well-known for its unique and locally inspired flavours. With multiple outlets across Singapore, Udders focused on leveraging local SEO to drive foot traffic to its stores and enhance its online visibility. Here is an overview of their local SEO strategy:
Google My Business Optimisation
Udders optimised each location’s Google My Business (GMB) profiles. They ensured that all relevant information, such as addresses, contact numbers, and operating hours, was accurate and up-to-date. The brand also actively responded to customer reviews and posted updates about new flavours, promotions, and events.
Localised Content Creation
Udders created blog posts and social media content centred around local events, celebrations, and collaborations with other local brands. For instance, they launched campaigns featuring limited-edition ice cream flavours inspired by Singaporean desserts, which resonated well with the local audience.
Image source: Udders Ice Cream Facebook
Local Citations and Listings
The brand consistently listed its business information across various online directories and review platforms, which helped Udders improve its local search rankings.
Results:
- Udders saw a significant increase in foot traffic to their outlets, particularly after launching local promotions highlighted through GMB posts and social media.
- The brand experienced improved visibility in local search results, with Udders appearing prominently in searches for terms like “ice cream near me” and “best ice cream in Singapore.”
- Customer engagement with their GMB profiles increased, with more reviews and interactions on their posts.
Case Study: Awfully Chocolate
Awfully Chocolate, a homegrown Singaporean brand known for its premium chocolate desserts, has grown from a single store to multiple outlets across Asia. The brand utilised local SEO strategies to maintain a strong presence in Singapore and attract more customers to its physical stores and online platforms. Here is how Awfully Chocolate does their local SEO strategy:
- Localised Keyword Optimisation: The brand incorporated local keywords, meta descriptions, and title tags into its website content. Keywords like “chocolate cake Singapore” and “best chocolate desserts near me” were used to target local search queries effectively.
- Local Influencer Collaborations: The chocolate company collaborates with local influencers to promote its products and stores. These collaborations often include geotagged social media posts and blogs that link to the brand’s website, helping to boost local search rankings.
- Review and Reputation Management: The brand actively encouraged customers to leave reviews on Google and other relevant platforms. They also responded to positive and negative reviews to show their commitment to customer satisfaction.
Results:
- Chocolate saw a marked improvement in its search engine rankings for local search terms, leading to increased online traffic and higher store footfall.
- The brand’s targeted local SEO efforts contributed to a significant increase in online orders from local customers.
- Collaborations with influencers and optimising location-specific pages helped Awfully Chocolate solidify its reputation as a go-to destination for chocolate lovers in Singapore.
Frequently Asked Questions
What is Local SEO, and why is it essential for Singaporean businesses?
Local SEO optimises a business’s online presence to attract local customers. It’s essential in Singapore, where users frequently search for services and products nearby using phrases like “near me” or specific locations, helping businesses reach a targeted, local audience.
What are the latest Local SEO trends in Singapore?
Key trends include the growing importance of Google My Business optimisation, voice search, mobile-first indexing, and targeting hyper-local keywords. Businesses also leverage online reviews and local backlinks to improve their rankings on location-based search queries.
How can Singaporean businesses improve their Local SEO?
Singaporean businesses can improve their Local SEO by claiming and optimising their Google My Business profile, using location-based keywords, gathering favourable reviews, creating localised content, and ensuring mobile optimisation. Adding structured data for local business schema can also enhance local search visibility.
Can you share a Singaporean brand case study that successfully used Local SEO?
SK Jewellery, a leading jewellery brand in Singapore, optimised its Google My Business profile and used local keywords like “jewellery shops in Orchard Road” to attract nearby customers. These efforts boosted foot traffic to its physical stores and increased online sales from local shoppers.
How do reviews impact Local SEO rankings in Singapore?
Positive online reviews are crucial in local SEO, as they improve trust and credibility. For Singaporean businesses, actively managing reviews on platforms like Google and social media boosts local rankings and encourages customer engagement and conversions.
