Feb 12 2020
In our previous post, we discussed the three types of search engine marketing (SEM) services, and one of them is local search engine optimization (SEO). It’s an effective tactic that involves online marketing to a local audience.
This 2020, small businesses in Singapore can rely on local SEO strategies to improve their web presence based on proximity, as opposed to targeting customers nationwide. Since every establishment needs to grow, similar to how a caterpillar transforms into a butterfly—marketing on a regional level is an ideal starting point for start-up businesses.
Local SEO 101
All brands begin with a few baby steps before they become successful. Big names such as Nike, Apple, and Samsung all started from nothing, and now they dominate the international market. With that in mind, your business has to start somewhere, so consider building the framework of your marketing campaign with local SEO.
Compared to other SEO services in Singapore, like organic SEO for instance, local optimization isn’t that much different. The main difference is that with local SEO, you’ll enhance your online visibility on a regional scale to target local customers.
How does it work? Whenever a user searches for a business online (location included), the search engine will show results based on proximity. That means if you optimize your website for local search, your page should rank higher on search engines if a nearby user searches for your business.
For instance, if you type Five Guys + Singapore on Google, you’ll get the following results:
If you optimize your website for local search for desktops and mobiles, you’ll get a better chance of ranking high on Google’s local search engine results.
To see the clear difference between local and organic SEO, check out this next example:
Notice the difference and how search engines can detect the lack of local intent from the user’s search input.
As you can see, users with local intent can search for your business immediately. You’ll have a better chance of reaching local customers if your website is fully optimized for local SEO.
With that said, if you want to create an SEM campaign from the ground up, try starting with local SEO.
How To Optimize Your Website For Local SEO?
When managing a local SEO campaign, you’ll incorporate methods that are similar to organic SEO. However, keep in mind that it can be a little confusing to distinguish the difference between local and organic SEO techniques.
Here are some of the ways to optimize your website for local SEO:
1. Get Busy On Social Media
Free, accessible, convenient—social media has everything you need to kickstart your campaign. You use various networking sites, such as Facebook, Instagram, Twitter, or LinkedIn, to target local customers and create quality content.
For local businesses, it’s also vital to choose the right social media platform. Since local customers are your target audience, try to pick a networking site where they’ll most likely be active. Here’s a short overview of the social media platforms you can try out:
Facebook has it all: news feed, messenger app, marketing tools, and many more. Not to mention, it’s free, so you can kickstart your marketing campaign on Facebook without costing a lot of money along the way.
You’ll have a better chance of finding your local customers on Facebook. Also, once you create a Facebook page, remember to display their reviews of your business. That way, you can engage with your local customers and find out what your business can improve on.
The popular image-sharing site lets you publish ads and videos for building your brand image. Plus, you can tag your business location on Instagram whenever you’re posting images and videos. Your audience can discover where your business is located anytime.
Quora is a question-and-answer type of forum where you can engage with local customers. Marketing on Quora is an excellent idea since the platform works wonders for search engines nowadays.
Whenever users ask questions related to your business, answer them to increase your local search visibility. The more you respond, the more they’ll appear on search engine results pages (SERP).
While social media marketing in Singapore is a great stepping stone for managing local SEO campaigns, you need to invest a lot of time and effort in running your page. Being active on social media is key to local customer engagement.
2. Use Google My Business
Another free tool that you can use is Google My Business, utilised for managing presence across Google. It lets your local customers find everything they need to know about your business with just one search.
Here, you can engage with customers, discover their needs, and manage information about your business. As a result, you can improve your local ranking on Google!
3. Conduct A Local Content Marketing Strategy
Content marketing will always be a key to improving search engine rankings, not just locally. When creating quality content, don’t just focus on reaching a broad audience, but also consider your niche and local customers as well.
Researching keywords with high search volume is also a vital component of content marketing. Once you’ve identified local keywords for your SEO in an organic manner to make it seem natural and human.
There’s no shortage of SEO and SEM strategies that you can utilise for your marketing campaign. Even though we’re still in the first quarter of 2020, some digital marketing techniques will remain effective, and local SEO is one of them.
Ready to start your local SEO campaign? Contact our SEO company in Singapore at +65 6391 0930 to seek expert help with digital marketing.