SEO for Singapore SMEs – Here Is A Quick Guide

singapore SME SEO

How can small businesses reap huge profits from foundational SEO?

Digital marketing has been on the rise for the past few years with the discovery of online marketing. Online marketing is accomplished with help of social media services. Employing 20% of your effort in search engine optimization SEO or search engine marketing SEM will give your business up to a profit of 80%. Digital marketer Marcus Miller outlined different SEO tactics which can be employed on small and medium-size business SMEs to make big profits. This will include:

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Whether you are new on SEO or have been in the field for years, there is always something that you need to improve on. Not many SEOs are written in a perfect manner. Creating an SEO is not a difficult thing to do. However, it is easy that you will get confused in the trivial SEO details. The basic principle of the SEO is that, for many events, roughly 80% of the effects are as a result of 20% of the causes. Making sure that the 20% of the work is done will be very crucial as it helps to attain the 80% profits. Below is a discussion of the basics and ways we can use this 20% today to score easy wins.

Technical SEO

With the correct decisions at the outsets, most of the technical work will be done by the company’s website host or website software. It is good to select a search-engine-friendly content management systems CMS such as WordPress. This will ensure that you have a strong foundation for your SEO efforts. It will ensure that your site is hosted in a customized environment. Making smart decisions will save you time and keep you from performing manual optimization.

Searching for keyword

In order to create a good Search Engine Optimization, understand your customers’ language first. This will help to improve your ranking on organic search results. In addition, it will greatly help to convince your visitors to click on your site and get engaged. Below is a discussion on how you can make a list of good keywords.

  1. Seed List: This will involve listing all elements of your business in a spreadsheet. In the case of SMEs, this will include the type of products, services, and location. Organize the seed keywords in a clean spreadsheet.
  2. Keyword Research Tools: There are a lot of keyword research tools that exist. These tools will help you to understand what the search volume is and what the potential value of keywords is. Some examples of these tools include:

Google Ads Keywords tool: this tool offers you a huge search volume in terms of location and the idea of difficulty plus cost per click for ads.

Keywords everywhere: this tool is a chrome extension that will offer you with a search volume based in Singapore.

Google: Google will always make keyword suggestions at the bottom of the page you open. This will give you a hint of what your competitors are optimizing around.

It is good that you understand your searcher intentions. This is the key for you to ensure that you optimize around the wants of your target customers. Some other tools include the Moz, SEMrush, and Ahrefs that are paid for before use. If you operate a cash-strapped small business, you can try their free services before you get signed up.

In SEO and SEM, your target is to create a group of keywords that relate to one page. Other additional values such as competition, volume, and rank by keywords will help you in making the best optimization choices. If we take an example of a plumber working in one city in Singapore, he can have a list of the following keywords; Services, Plumber, Emergency, Boiler repair, Locations, and Singapore. These keywords can be expanded and be written as follows:

Plumber, plumbing, plumbing services

Emergency Plumber, Emergency plumbing, emergency plumber 24/7, 24-hour plumber, and

Plumbing maintenance and repair service.

The above is a variety of keywords that a user may search on. Using these variations on your sales and on-page optimizations makes sure that Google is satisfied that you can help the user to the search. This makes sure your SEO efforts results in your keywords to be ranked highly, therefore, generating more business.

Site structure

Organizing your content well helps Google and the user to understand your site. For example, if we take a typical small and medium-sized business SME, services and locations will serve as our primary pages. This will result in the following type of structure:


– Locations

  • Location A
  • Location B
  • Location C


  • Services A
  • Services B
  • Services C

The above structure is understandable by the search engines. The search engines can provide the user with individual pages for specific locations or services. We can combine the above structure with the earlier developed keywords to have:


– Services

  • Services> emergency services
  • Services> plumbing services and
  • Services> boiler’s services

Something else considered to be of great importance is having a URL structure for the pages which will incorporate the keywords as in the following two examples.

These descriptive URLs describe the content of the page. With this links, Google will be able to show which is the most relevant page, and as a result, will display to the customers the most relevant information.

On-Page Optimisation

Under this state, we combine all work that has already been done together. The keywords now can be used on the already structured pages. In order to improve optimization on your page, you can consider optimizing the following:

#1 Optimise page titles

The Page title is the most powerful ranking determinant of on-page ranking. These titles also serve as headlines and are frequently shown in the search results. Optimizing for clicks will be of great importance as it is done for ranking. This is why it is important to weave branding elements where possible. Take for example our previous plumber’s example. We can optimize our pages as follows:

Plumber in Singapore- Marcus’s Plumbing Service

This service page will consist of:

Boiler Repair Service- Free Quote/Marcus’s Plumbing, City of Singapore

Emergency Plumber-available 24/7 /Marcus’s Plumbing, City of Singapore

Page titles can be optimized with keywords variations in order to tick all boxes. An example of such optimized page titles is;

A call to action where relevant “Free Quote”

#2 Optimise internal links

Optimising your internal links will be the last thing to consider at this stage. This one will help to improve your SEO and also help guide the user to visit where you want him to go. Interlinking services and location pages can be used to benefit small businesses. For examples, service pages are linked to all locations where your business operates, and a specific location page is linked to all services offered in a particular location.

Local SEO

This is a subset of traditional SEO that aims at helping local businesses rank. The main factors for business owners to focus on is the Google My Business and citations

Google My Business

Under this factor, you will provide information about your business. This will improve its visibility in Google maps and in the search results. The information will include the business type, opening hours, contacts, photos, and address. Posts, reviews and ability to receive messages from clients may be needed too. Ensure that you provide complete information and use all options to advantage your business.


Here you mention the name, address, and phone number of your business. This will help customers to identify your local business and in the local search result ranking. To identify the important citation sites, search on your keywords through Bing or Google. When adding your business online, make sure you submit completely correct category of your business and its descriptions. Include the main keywords, services, and locations in the description.

Authority Building

One of the most difficult aspects of SEO is the links and authority building. Search engines will use links to determine the relative authority of your web pages and sites. However, in local SME businesses, this is taken as one factor. Other factors include address, proximity to the searcher and business category.

The specifics will always depend on the type of your local business. However, it is good to pay attention to the following link and authority building tactics:

  • Links from business partners and suppliers
  • Consider sponsoring local charities and clubs
  • Join any relevant organizations that have established profile pages
  • Getting into partnership with other local enterprises and offering a review to other businesses. It is also good to make sure you build links where they are likely to add value.


SEO is not an easy task for anyone whether new or conversant in the field. It can be disturbing to determine in which activities to place your efforts on and which will give you better results. It will as well take time to develop. However, if you pay attention to the SEO basics discussed in this article, you will get maximum results from the employed efforts.


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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