What is Local SEO, and How Does It Work? - Cardinal Digital

Staff Writer
Last Updated
February 9, 2024
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Search Engine Optimization (SEO) is the ultimate key that one can use to enhance their website's visibility on SERPs. With proper implementation of SEO, the site can generate more organic traffic, increase the potential of sales, and get many more benefits.

There are a couple of SEO types that can be used to optimize any kind of site, but for local businesses - one of the most important things to do is implement local SEO to rank higher in a specific area. In a digital landscape dominated by global reach, the power of local visibility cannot be underestimated. Thus, local SEO is a potent tool that can help propel businesses to boost business performance through local presence improvement.

What Is Local SEO? 

Local SEO refers to the process of optimizing a business's online presence to attract more local customers or clients. It can help to increase visibility in local search results on search platforms. By leveraging insights from an immense volume of searches, local SEO can help heighten the likelihood of a business achieving higher rankings in search listings and local map displays. 

For example, if you own a beauty salon and want to increase your clientele. Local SEO optimization would help you target searches originating from your geographical area or any specified location you’re targeting. This approach can help ensure individuals within your area who seek the same service you offer, will be able to know about your business location. 

Why Is Local SEO Important? 

Implementing local SEO from an SEO company in Singapore can do wonders for any business, and service providers who aim to increase their local clientele - as local SEO can help bridge the gap between online searches and foot traffic to your business.

Enhanced Local Visibility

Local SEO is crucial as it can ensure that your business appears in local search results, making it easier for potential customers in your area to find it.

Targeted Reach

It allows businesses to target specific geographic areas, where their services or products are available. This can ensure that the marketing efforts that are implemented can reach the most relevant audience.

Drive Relevant Traffic

Optimizing local SEO can help businesses attract clients who actively seek products or services within their vicinity. Thus, it will increase the possibility of converting these leads into real customers. 

Help Compete with Local Rivals

Local SEO can level the playing field for smaller businesses against larger corporations by providing a platform where visibility is based on relevance to the local audience rather than sheer size or budget.

Building Trust and Credibility

Appearing in local search results and directories can enhance a business’s credibility. Customers often trust businesses that are easily found online, especially if they also have positive reviews from past customers.


Investing in local SEO tends to be more cost-effective compared to traditional advertising methods. With local SEO you can specifically target clients, thus reducing unnecessary expenses.

How Local SEO Works? 

Local SEO works when you conduct location-based searches such as "restaurants near me”. Within a second, you can find the business appears prominently in the SERPs. 

Google's algorithms serve as the foundation of local SEO, consolidating multiple elements to determine rankings in local searches. In addition to Google's standard ranking criteria, its local search algorithms also incorporate three primary factors for optimal matching:

  • Relevance: Assesses how closely a result from a Google Business Profile aligns with the terms used in a searcher's query.
  • Distance: Gauges the proximity Google perceives between a user and the business location.
  • Prominence: Evaluates how important the business is to the potential customers according to Google.

Afterward, Google will present two types of search outcomes for local searches, the local pack (Google Maps and Business Profiles), and the organic results.

Example of local pack result:

Example of organic result:

How to Optimize Business for Local Search? 

Have a Google Business Profile

Claiming and optimizing Google Business Profile listing is fundamental to improving local visibility. You can get a free business listing with Google Business Profile, which showcases all the essential information about your business, with complete detailed information such as location, services, products, and visual content. You can easily set up your Google Business Profile here.

Optimizing Google Business Profile stands as a critical task for local SEO as it can significantly influence your chances of ranking well in local searches. Thus, having a Google Business Profile is a must. Some key tips for optimizing your Google Business Profile include setting comprehensive business hours, selecting relevant attributes that describe your business, and consistently uploading photos and videos to foster engagement and bolster rankings.

Local Citations (NAP)

NAP (Name, Address, Phone number) citations hold significance as Google relies on them to authenticate the accuracy of your business details and validate the information you provide online. 

Consistent NAP citations across various reputable websites signal to Google the legitimacy and reliability of your business. The more Google encounters accurate citations for your business across multiple trusted platforms, the stronger the assurance that your business is genuine and trustworthy.


Encourage and manage customer reviews as they can amplify trust and visibility among potential customers. Reviews show how good a business's products or services are and prove that what the business says is true. Google likes this and suggests businesses with better ratings more often.

To make sure you don’t miss out on this chance, make an effort and take time to get these reviews from customers. Online reviews don’t just affect how Google ranks a business, they also encourage people to pick one business over another due to the good reviews it gets or the high star ranking.

Keyword Selection

This involves picking keywords that include location-specific phrases or terms. For instance, if you have a Thailand restaurant in Singapore, using keywords like “Best authentic Thailand restaurant in Singapore” can help target local customers.

You can use keyword research tools like Google Keyword Planner, SEMrush, or Ahrefs to identify relevant local keywords with decent search volumes and low competition.

Website Optimization

Create location-specific landing pages or content that include local keywords, addresses, phone numbers, and testimonials from local customers. On top of that, you should also make sure your site loads quickly, has accurate contact information, integrates local keywords in meta tags and content, and can provide a seamless user experience.

Inbound Links

Acquiring high-quality backlinks from local, authoritative sources adds credibility and relevance to your website. For instance, being featured in local directories, collaborations with local businesses, or getting mentioned in local news or blogs can improve your local search visibility.

Social Media Engagement

Active participation and engagement on social platforms not only build a community but also enhance your local presence. It can include sharing local events, customer testimonials, and interacting with the local community through comments, messages, or posts.

Local SEO Audit

Regularly auditing your local SEO efforts helps identify areas for improvement. This involves assessing website performance, keyword rankings, local listings accuracy, and overall online presence to refine strategies and maintain competitiveness in local search results.

Each of these strategies can contribute to strengthening business visibility within the local area and making it easier for potential customers to find them. 

Improve Business Visibility with Local SEO!

Local SEO is an indispensable tool for local businesses aiming to thrive in today's competitive market. It can help to increase visibility, drive traffic, and ensure your business can secure a prominent place in the local digital landscape.  Aiming to improve your local SEO strategy in 2024? Collaborate with SEO services Singapore to start your journey today!

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