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Why Singapore local businesses should invest in SEO
Over the 12 years that we have provided SEO services in Singapore one of the common objections raised has been by several prospects is: “Singapore is such a small market- what is the need for doing SEO?”
Surprisingly this question was asked as recently as a couple of weeks ago. As with most things related to SEO, the more things seem to change, the more they remain the same! (I know I have used that line before, but this “truth” keeps manifesting itself in some form or the other so often).
In fact, it is even more important now for local businesses to take advantage of SEO now. Chances are that the business will get much better ROI now than if they had invested in SEO say many years ago.
Even while I acknowledge that there is far greater competition for organic search result positions at the top and much lesser real estate for regular search results, I dare say that there are a lot more opportunities for local businesses.
The main reason for this is the significant bias for local results that Google displays. As a search user, if you were to search for a service on Google Singapore, you will notice that almost ALL the top results are for companies in Singapore. The user doesn’t even have to enter “Singapore” as part of the query.
Immediately after the ads at the top of the search results, users will also find the “Local pack” with businesses listed with their address and contact details, along with a listing on a map of the city.
When the search is performed on a mobile device, the results are even more localized i.e. you have a greater chance of finding businesses in your vicinity.
The key takeaways here are that
- Google seems to use the location of the searcher to determine the order of its search results
- Results are biased in favour of businesses from the specific country-level domain that the search is performed on (i.e. companies in Singapore get higher rankings on searches performed on Google Singapore or Malaysian companies get higher rankings on searches performed on Google Malaysia.
In such an environment, wouldn’t it make sense for your Singapore business to aim to be among the top search results?
Now, if you decide to go ahead with a local SEO campaign, here is something to bear in mind when it comes to measuring success of the effort. Don’t gauge success only by the page views of your website or the submissions of an inquiry form. Be sure to keep track of the telephonic inquiries you receive – our experience tells us that more than 70% of these inquiries are a result of a searcher seeing the business listed in a search result. Your ROI calculations have to factor in these telephonic inquiries as well; else you’d be significantly undercounting the value derived from the campaign.
- By Manoj Aravindakshan
Manoj Aravindakshan is a Singapore-based content & digital marketing consultant. He has considerable experience in helping businesses of varying sizes and in diverse industries increase website traffic, generate leads and boost sales through SEO, SEM & content marketing. Connect with him on LinkedIn
Interested in increasing visibility and leads for your business from within Singapore? Contact us today to find out how we can contribute to your marketing success! Call +65-90261492.
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