Local SEO checklist for Singapore Businesses

Local SEO (Search Engine Optimization) is an essential strategy for businesses that operate in specific geographic locations and want to attract local customers. Unlike general SEO, which focuses on improving a website’s visibility on a global scale, local SEO aims to boost a business’s presence in local search results. This is crucial for businesses such as restaurants, retail stores, service providers, and any other enterprise that relies on local customers.

SEO involves a set of practices designed to ensure that a business appears in search results when potential customers search for services or products within a specific area. These practices include optimizing the business’s Google My Business profile, building local citations, managing online reviews, and creating locally relevant content. By leveraging these techniques, businesses can increase their visibility in local search queries, making it easier for nearby customers to find them.

In this article, we will provide a checklist for optimizing local SEO, helping businesses enhance their online presence and connect with local customers effectively. From setting up and optimizing Google My Business profiles to building local backlinks and utilizing local ads, this guide will cover all the essential steps needed to succeed in local search.

Local SEO Step-by-step Guide

The primary goal of SEO is to attract more visitors by improving its ranking in search engine results. Higher rankings typically lead to more clicks and traffic, as users are more likely to visit websites listed on the first page of search results. Here are some key reasons why SEO is vital for website visibility and traffic:

• Increased Organic Traffic: SEO helps capture organic traffic, which is highly valuable as it comprises users actively searching for information or products related to THE business.
• Cost-Effective Marketing: Unlike paid advertising, organic search results do not require ongoing investment. Once THE website ranks high, it can maintain its position with regular updates and maintenance, providing a long-term return on investment.
• Enhanced User Experience: SEO practices such as improving page load speed, mobile responsiveness, and intuitive navigation contribute to a better user experience, encouraging visitors to stay longer and engage MORE.
• Credibility and Trust: Websites that appear at the top of search results are often perceived as more credible and trustworthy by users. Achieving high rankings can enhance brand’s reputation and authority in the industry.
• Competitive Advantage: In today’s digital landscape, having a robust SEO strategy is crucial for staying ahead of competitors. Businesses that invest in SEO are more likely to dominate search results and attract a larger share of potential customers.

Research Local Keywords

The first step in local SEO for a website is conducting local SEO keyword research. This type of keyword research differs from global SEO, focusing primarily on service-related keywords rather than general or educational keywords.

For example, an marketing agency based in Singapore would aim to rank for keywords like “web development services Singapore” instead of “how to do website development.”

Here’s how to conduct keyword research for local SEO:

1. Create a Google Sheet: Start by creating a Google Sheet to keep track of keyword research.
2. Discover Keywords: Begin with common keywords relevant to services and location. For example, a law firm in Singapore would want to rank for keywords like “law firm Singapore,” “legal services Singapore,” and “Singapore attorneys.” Use tools like SEMrush to find similar keywords.
3. Spy on Competitors: Use SEMrush to analyze which keywords local competitors are ranking for and add any relevant keywords.
4. Ignore Global Keywords: Avoid trying to rank for global keywords like “best law firm” or “legal advice.” These keywords are significantly more difficult to rank for and are not useful for a local business, as most people searching for these terms are not looking for services in a specific location.

By focusing on local, service-related keywords, a business can improve its chances of appearing in search results for potential customers in the targeted area. This approach ensures that the SEO efforts are aligned with the business’s geographical focus and customer base.

On-page SEO Optimization

After collecting keywords, the next step is to optimize the website according to SEO on page best practices:

1. Title Tag: Include the main keyword of the page in the HTML title tags.
2. Meta Description: Create a short yet informative description for every page that also includes the main keyword.
3. H2 Headings: Mention the main keyword and its variations in H2 headings.
4. Images: Include the main keyword in some of the alt text for images where relevant.
5. Short URL Slugs: Use short URL slugs for pages. For example, a photographer might use URL slugs like “/wedding-photography/” instead of “/book-the-best-wedding-photographer-in-town/”.
6. Internal Linking: Ensure that most web pages link to each other where relevant. This helps search engines discover all the pages when crawling the site. If there are no links to some pages, Google can’t see them. Additionally, interlinking helps with ranking since pages with higher value rank higher. A page gains value when other pages link to it.
7. Schema Structured Data Markup: Add schema markup code to different elements of the website, which tells search engines what those elements are. Tagging elements like name, address, phone, working hours, ratings, and reviews makes it easier for Google to find and feature this information in rich snippets. Google’s Structured Data Markup Helper tool simplifies this process.

Create a Google My Business (GMB) Account

Start executing a local SEO strategy by creating a Google My Business (GMB) account. A well-made GMB profile can have a significant impact on local SEO. It helps Google understand where the business operates, and at the same time, it can rank well on Google on its own.

1. Business Name: Enter the business name. If the business is already listed on Google, claim it. Otherwise, create a new business listing. Verifying the business location in GMB can improve local ranking on Google Search and Google Maps.
2. Primary and Secondary Categories: List the primary and secondary categories. This will help the business get discovered when someone is searching in that category. For example, if running a coffee shop, Google will know to recommend it when someone searches for ‘coffee near me’. Additionally, Google allows adding category-specific features to the listing, such as a button for booking a table if it’s a restaurant.
3. Business Address: Add the business address. If operating a business where customers can walk in, such as a store or a cafe, ensure the address is visible. However, if the office isn’t somewhere customers go directly (e.g., an accountant, housekeeper, etc.), the street address can be hidden. Google will only display the area served instead.
4. Business Phone Number: Add the business phone number to ensure customers can easily reach out. If a customer wants to ask something and the number on Google Maps doesn’t work, they’re likely to assume the business is out of operation, potentially resulting in lost customers.
5. Business Website: If a website exists for the local business, add it to the GMB profile. Google makes it easy for searchers to find it by adding a “Website” button to the listing.

Optimizing GMB Profile

Add additional information about the local business to the GMB profile. This will help Google fully understand what the business is about and will inform potential customers about the services offered. In addition, it will also make the page more likely to rank and stand out.

1. Business Hours: Include exact working hours, both regular and holiday hours. If working hours change, update them on GMB to avoid disappointing or losing customers.
2. Business Attributes: Add any relevant attributes. Does it include delivery? Can customers pay by card? Attributes like these help customers understand what to expect before visiting.
3. Products and Services: Listing products and services is especially useful for service-based businesses, allowing customers to learn about offerings without needing to visit a website.
4. High-Quality Photos: Upload good pictures to familiarize potential customers with the business before they visit. This is especially important for service industries like hotels, bars, and coffee shops.
   • Include a picture of the venue from outside for easy recognition.
   • Add multiple interior pictures to give a feel of the environment (relevant for cafes, restaurants, bars, and clubs).
   • Showcase products, especially for bakeries or restaurants, where the food is a key selling point.
   • Team photos can showcase the personal side of the business, particularly for professional services (e.g., advertising agencies, accounting firms).
5. From the Business” Description: Write a description including local keywords related to the business to help customers discover it in searches. For example, a car rental company might use keywords like “car rental in New York” or “cheapest car rental in New York.”
6. Questions and Answers: Customers can leave questions about the business. Ensure to answer them promptly. Alternatively, add and answer questions that are relevant for customers. Keep in mind that customers can also answer these questions, so monitor them to ensure all information is accurate.
7. Keep the GMB Profile Up-to-Date: Setting up a GMB profile is not a one-time task. If anything changes, such as the business name, phone number, or service offerings, make sure the Google listing reflects it. Even small details, like closing 30 minutes earlier, can impact the business negatively. Since anyone can suggest edits to a business listing and Google might accept them, regularly check the profile to ensure all information is accurate.

Publish Posts on the GMB Profile

Google My Business can function as a social media profile for a business, allowing posts about updates, promotions, offers, events, news, and short informative articles. These posts can positively impact ranking on Google Search, and the most recent posts will appear when someone views the profile on Google Maps. Here are some suggestions:

1. Updates: If the business is temporarily closed for reconstruction or there are changes in business hours, inform customers by posting an update to the GMB profile.
2. What’s New?: Showcase new products at the local business, such as new menu items at a restaurant or new book titles at a bookstore. Posts about new services being offered can also keep customers up to date.
3. Exclusive Offers: Attract new customers by running promotions such as a 15% discount, buy one get one free sale, or free shipping. Add a catchy title and the valid period for the offer. Google will even add a “View offer” button to these types of posts.
4. Events: When hosting a local event, gather an audience right from the GMB profile. Whether it’s a popular band performing at a bar next weekend or a big concert, add pictures and videos to generate excitement and draw visitors.

Regularly publishing relevant and engaging posts on the GMB profile helps maintain an active presence and keeps customers informed and interested in the business.

Encourage Customer Reviews

Customer reviews significantly impact search rankings. The better the reviews, the more likely the business will rank higher on Google. Regularly engaging with customer reviews not only helps improve search rankings but also fosters a positive relationship with customers, enhancing the overall reputation of the business.

1. Create a Short URL for Reviews: Make it easy for customers to leave reviews by creating a review link. This link can even be turned into a QR code that can be placed around the location. For example, a restaurant could place flyers with QR codes on all the tables.
2. Ping Customers for Reviews: Send text messages or emails to customers after they visit the business, prompting them to leave a review. If the business has a mobile app, in-app notifications can be used for this purpose. For instance, a gym with an app can prompt gym-goers to leave a review after they leave the establishment.
3. Respond to Reviews: Customers appreciate when business owners respond to their reviews. A simple thank-you note can show that the business cares about its customers. It’s important to reply to both positive and negative reviews, as this demonstrates a commitment to customer satisfaction.

Build Citations in Local Directories

Citations are any mentions of a business’s NAP (name, address, and phone number) found in business directories, websites, and social media platforms (such as Yellow Pages, Foursquare, Yelp, Facebook, and Instagram).

They help Google validate the address listed in the GMB profile. Citations can have a significant impact on Google rankings. Because they often include a link to the website, citations can also act as backlinks. Here’s how to build citations effectively:

1. Perform a Citation Audit: Check for any duplicate, outdated, or incorrect citations. Moz offers a useful tool called Moz Local, which can be used to perform an audit.
2. Check Major Aggregator Sites: Many smaller local directories get their citations from major aggregator sites like Thomson Local and Neustar Localeze. Start by listing the sites where citations already exist, and then build more.
3. Build Citations Manually: Find lists of directories where business information can be manually submitted.
4. Monitor Citations: Regularly check to ensure there are no outdated, incorrect, or duplicate citations on any of the websites where the business is featured. Keep citations updated if any important changes to the business occur.

Always remember to maintain consistency in NAP information across the internet. Always use the same exact structure and spelling when citing business information. This reduces confusion for both Google and potential customers.

Use Social Media

While social media doesn’t directly influence search rankings, it significantly boosts online presence. Creating and actively maintaining profiles on various social media sites is essential.

Additionally, there is now the option to update social links in the GMB profile. These profiles can also act as credible NAP citations since popular social media sites have high domain authority. As a local business, having a social profile on the following sites is recommended:

• Facebook
• Instagram
• LinkedIn
• Twitter

Build (Local) Backlinks

Acquiring high-quality backlinks from other websites signals to Google that a website is a credible source, leading to better rankings. Here are some tips on how to build backlinks for local SEO:

1. Collaborate with Local Businesses: Look for other local businesses with blogs and collaborate through guest posts or by asking for links. For example, a tour business in Singapore could find:
   • Travel bloggers in Singapore
   • Activity reviewer blogs Discuss potential collaborations with them.
2. Reverse-Engineer Competitors: Use tools like SEMrush to identify websites that link to competitors. Reach out to these sites and request backlinks to the website as well.
3. Guest Posting: Write guest posts for popular publications and include links to the website. This can include local news websites, firms in similar (but non-competing) niches, and more.
4. Podcasts: Get featured on podcasts. Find people who interview experts in the niche and become a podcast guest to gain exposure and backlinks.

Ensure the Page is Fast & Mobile Friendly

The quality of a website significantly impacts its SEO. Google uses mobile-first indexing, meaning a website must run smoothly on mobile devices to maintain good rankings. Use Google’s tool to check if a website is mobile-friendly. Additionally, site speed is crucial. If a website takes too long to load, visitors will leave and go to competitors. Here are some tips to address both issues:

1. Compress Images: Smaller image sizes load faster, especially on mobile devices. For WordPress sites, use the Smush plugin to compress images. Enabling “lazy loading” ensures images load only when the user scrolls down the page.
2. Remove Unused Code: Eliminate any unnecessary code to reduce load times. Remove unused CSS and JS files.
3. Compress HTML, CSS, and JS Files: Use Gzip to compress these files for faster loading.
4. Optimize CSS Delivery: Instead of using inline CSS code in HTML, combine it in an external stylesheet. Reuse CSS code from the external file rather than including it in HTML each time.

Conclusion

Implementing a comprehensive local SEO strategy is crucial for increasing visibility and driving traffic to a local business. By following the steps outlined in this checklist, businesses can optimize their online presence and improve their rankings on search engines. However, SEO efforts can take time to yield results.

For businesses looking to drive traffic more quickly, using local ads can be an effective strategy. From personal experience, 90% of local businesses can make good profits from running local ads. Here’s how to do it:

• Google Search Ads: Run ads for the keywords targeted for ranking. This approach allows testing the profitability of keywords without waiting 5-6 months to rank organically. For example, a website designer in Singapore can run ads for the keyword “web design Singapore”
• Google Maps Ads: These ads are especially useful for location-based businesses. Listings will appear above others, regardless of the number of reviews. This is particularly beneficial for walk-in businesses. For example, someone searching for “bars Singapore” might pick the top result from the ads.
• Facebook Ads: Running Facebook Ads can improve GMB rankings. Include the GMB map link, target the location, and offer discounts on services. This approach can drive significant traffic to the business and positively impact rankings.

By combining SEO best practices with strategic local advertising, businesses can achieve immediate and long-term success in attracting local customers and increasing their online presence. At ARCC, we are a local SEO agency based in Singapore, dedicated to helping local businesses grow through effective digital marketing strategies. Our expertise in local SEO ensures that your business gains visibility and attracts more customers from your targeted area. Feel free to reach out for more information on how we can support your business’s growth.