When someone searches "coffee shop near me" or "best tailor in Orchard," where does your business appear? Local SEO determines whether potential customers find you—or your competitors. For offline businesses, it's the most cost-effective digital marketing investment.
Why Local SEO Matters
- 46% of all Google searches have local intent
- 88% of local mobile searches result in a visit within 24 hours
- 78% of local mobile searches lead to offline purchases
- Google Maps is the #1 navigation app in Singapore
Google Business Profile Optimization
Your Google Business Profile (formerly GMB) is the foundation of local SEO.
Essential Setup
- Claim and verify: Go to business.google.com
- Complete every field: Google rewards completeness
- Choose accurate categories: Primary + 2-3 secondary
- Add business description: Include keywords naturally
Visual Content
- Logo: Square format, clear at small sizes
- Cover photo: Best representation of your business
- Interior/exterior: Help customers recognize your location
- Products/services: Showcase what you offer
- Team photos: Build personal connection
Businesses with photos receive 42% more direction requests.
Posts and Updates
- Post weekly updates, offers, or events
- Include call-to-action buttons
- Share seasonal promotions
- Announce new products or services
Managing Reviews
Reviews are the #2 ranking factor for local search.
Getting More Reviews
- Ask happy customers at point of sale
- Send follow-up email/SMS with review link
- Add review request to receipts
- Create QR code for easy mobile access
- Train staff to request reviews naturally
Responding to Reviews
- All reviews: Respond within 24-48 hours
- Positive: Thank specifically, mention their experience
- Negative: Apologize, offer to resolve offline, stay professional
- Fake reviews: Report to Google with evidence
Local Keyword Strategy
Types of Local Keywords
- Explicit location: "dentist in Tampines"
- Implicit local: "dentist near me" or just "dentist"
- Neighborhood terms: "Tiong Bahru cafe"
- Landmarks: "restaurant near Marina Bay Sands"
Keyword Research Tools
- Google Keyword Planner (free with ads account)
- Google Trends (compare locations)
- Google Search autocomplete
- Ahrefs or SEMrush (paid, comprehensive)
On-Page Local SEO
Essential Pages
- Homepage: City/area in title tag and H1
- Contact page: Full address, map embed, hours
- Location pages: Unique page per branch/location
- Service area pages: If you serve specific neighborhoods
NAP Consistency
Your Name, Address, Phone must be identical everywhere:
- Website (preferably in footer)
- Google Business Profile
- Social media profiles
- Directory listings
- Avoid variations like "St." vs "Street"
Schema Markup
Add LocalBusiness schema to help Google understand your business:
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Your Business Name",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Orchard Road",
"addressLocality": "Singapore",
"postalCode": "238858"
},
"telephone": "+65 6123 4567",
"openingHours": "Mo-Fr 09:00-18:00"
}
Citation Building
Citations are mentions of your business on other websites.
Priority Singapore Directories
- Google Business Profile
- Facebook Business
- LinkedIn Company
- Yellow Pages Singapore
- Yelp Singapore
- TripAdvisor (for hospitality)
- HungryGoWhere (for F&B)
- SG Business Directory
Industry-Specific Directories
- Healthcare: Practo, DoctorxDentist
- Legal: Singapore Law Society
- Real Estate: PropertyGuru, 99.co
- Education: SchoolFinder.sg
Link Building for Local Businesses
- Sponsor local events or charities
- Join local business associations (SBF, ASME)
- Partner with complementary businesses
- Get featured in local news or blogs
- Create locally-relevant content (guides, events)
Mobile Optimization
Most local searches happen on mobile devices.
- Click-to-call: Phone number as tappable link
- Click-to-navigate: Address links to maps
- Fast loading: Under 3 seconds on 4G
- Easy forms: Minimal fields, large buttons
Tracking Local SEO Performance
Key Metrics
- Local pack rankings: Position in map results
- Organic rankings: For location-based keywords
- Google Business insights: Views, clicks, calls, directions
- Website traffic: From local searches
- Conversion actions: Calls, form submissions, directions
Free Tools
- Google Business Profile Insights
- Google Search Console
- Google Analytics
- BrightLocal (free tier available)
Quick Wins Checklist
- Claim and complete Google Business Profile
- Add 10+ high-quality photos
- Get 10 reviews this month
- Ensure NAP consistency across web
- Add local schema to your website
- Submit to 5 relevant directories
- Make website mobile-friendly
Local SEO is an ongoing process, but these fundamentals will put you ahead of most competitors who haven't invested in their local presence.