If you’re running a local business, ranking on Google for local search termsisn’t just a nice-to-have—it’s how people find you.
Whether someone’s searching for a “gym near raffles place” or a “plumber in choa chu kang”, Google’s Map Pack and the 10 blue links are where their journey begins. And if your business isn’t showing up in those spots?
You’re leaving money—and visibility—on the table. I’ve seen first-hand how a well-optimised local presence can transform lead flow, walk-ins, and bookings.
That’s why local SEO isn’t just about keywords and backlinks—it’s about showing Google (and your customers) that you’re the most relevant, trusted option in your area.
In this guide, I’ll walk you through everything I’ve learned about getting into those prime search positions—both in the Map Pack and traditional organic results.
From optimising your Google Business Profile (GBP) to building high-quality local backlinks and avoiding the most common SEO slip-ups, it’s all here.
This isn’t theory—it’s a battle-tested blueprint for anyone looking to get found faster, rank higher, and win more local business.
What Is Local SEO and Why It Matters
Definition of Local SEO
Local SEO is all about helping your business show up on search engine results pages (SERPs) when your target audience searches using location-based queries.
Local SEO is more focused on connecting you with people in your geographical area.
When someone types “best thai food near me” or “personal training gym in telok ayer,” Google serves them results based on location. That’s where the magic of local SEO happens.
It helps push your business into the spotlight through listings like the Google Map Pack and organic search results. If you’re not optimising for local visibility, you’re basically giving your competitors free foot traffic and phone calls.
And honestly, in a mobile-first world where users want instant answers, being locally relevant is no longer optional—it’s a must.
How does Local SEO work?
At its core, local SEO works by sending signals to Google that your business is the best match for a nearby search.
Source: Ahrefs
It pulls information from your GBP, your website, local citations, and reviews to decide where to place you in the rankings.
The closer and more relevant you are to the searcher—and the more trustworthy your content and profile appear—the higher your chances of showing up in the top three local map pack spots or on your regular organic results, otherwise known as the “10 blue links.”
But it’s not just about adding your address and calling it a day.
Google takes into account how consistent your business info is across the web, the quality of your website content, the strength of your local backlinks, and even how actively you respond to customer reviews.
Each piece of the puzzle helps Google evaluate your relevance, distance from the user, and overall credibility. And if all those signals line up just right? That’s when you start dominating local search and attracting people who are ready to buy.
Difference Between Local SEO and Traditional SEO
Traditional SEO is designed to get your website found on a national or even global scale, but local SEO?
That’s where things get more personal. As a solopreneur or small business owner, you’re not trying to compete with the big boys across the country—you want to connect with people nearby who are actively looking for your service right now.
Local SEO focuses on geographic signals and proximity-based relevance to make that happen.
Now, the fundamentals don’t change. Invest in linkbuilding, develop a robust blog SEO strategy, ensure you follow the best technical SEO practices, yada yada.
But local SEO adds layers like your GBP, local citations, reviews, and location keywords.
For example, a keyword like “online florist” might work in general search, but “online florist toa payoh” hits the mark for someone ready to take action locally.
What does success look like? – Importance of Ranking in Google’s Map Pack and Local SERPs
Let’s be honest—if your business isn’t showing up in Google’s Map Pack, you’re practically invisible to a massive chunk of your potential customers.
Those top three listings in local search results, complete with star ratings, directions, and contact info, are where decisions are made in seconds.
But real success in local SEO isn’t just about appearing in that Map Pack—it’s about dominating everywhere your audience is looking.
That means ranking well in the local SERPs too—the classic “10 blue links”—which boosts your credibility, multiplies your visibility, and positions you as a go-to choice without needing to spend a cent on ads.
For me, success is about more than visibility—it’s about influence. You know you’re winning when your business consistently shows up near the top of both the Map Pack and the standard organic results for your key local keywords.
That kind of presence tells searchers (and Google) that you’re not just relevant—you’re reliable. Add to that a fully optimised, review-rich Google Business Profile that actually converts visitors on the spot, and you’ve got the full package.
When your brand is findable, clickable, and trusted across every local search touchpoint, that’s what true local SEO success looks like.
Understanding Google’s Local Search Ecosystem
How Google Determines Local Rankings
Google’s local ranking system isn’t a mystery, but it’s definitely layered.
At the heart of it, three core factors drive visibility: relevance, distance, and prominence.
Relevance is about how well your business matches a searcher’s query. Distance measures how close your business is to the searcher’s location. And prominence takes into account your overall reputation—think reviews, backlinks, and mentions across the web.
These signals combine to help Google decide who gets the top spots and who gets buried.
What this means is that stuffing your profile with keywords or relying on proximity alone won’t cut it. You’ve got to build trust, offer value, and maintain consistency across all your digital touchpoints.
Google picks up on every detail—from how complete your business profile is to how active you are online. And if the signals you’re sending reinforce that you’re a reliable, relevant local player? That’s when the algorithm starts working in your favour.
What Is the Google Local Pack?
If you’ve ever searched for a business and seen a map with three listings just beneath it, you’ve already seen the Local Pack in action.
It’s that eye-catching block of results Google displays for location-based searches, showing businesses near the user along with their ratings, addresses, hours, and more.
For a local business, landing a spot in the Local Pack is like scoring front row seats in a packed stadium—you’re in the perfect position to get noticed.
What makes the Local Pack so powerful is its ability to drive action fast. Users can click to call, get directions, or visit your website right from the search results, without even scrolling.
That’s why it’s not enough to just appear somewhere in search—you want to be in that top trio.
What Are the 10 Blue Links?
The “10 blue links” refer to the traditional organic search results that appear on Google’s results page below the Local Pack.
These links are still highly valuable real estate, representing trusted, content-rich web pages that meet the searcher’s intent.
Unlike the Local Pack, which pulls from your GBP and location data, the blue links are influenced more by on-page SEO, backlinks, and content relevance.
Ranking in the 10 blue links is all about proving your authority over time. It’s where informative blog posts, well-structured service pages, and SEO-optimised websites shine. Getting into the top three positions within these links often means more traffic, higher trust, and better conversion rates.
For a local business, appearing in both the Map Pack and these organic results is the ultimate power move—it positions you as not just visible, but credible and dominant in your niche.
What Is a Google Business Profile (formerly Google My Business)?
Your GBP is your digital storefront. It’s the central hub that tells Google who you are, what you offer, where you’re located, and when you’re open.
And it’s not just for show—this profile is one of the most critical tools in your local SEO arsenal.
When someone searches for your business or services in your area, your GBP is what pops up in the sidebar or Local Pack, packed with photos, reviews, contact info, and even Q&As.
Optimising your GBP isn’t something you do once and forget. It’s an ongoing process. I regularly update mine with posts, new photos, and responses to reviews—not just for SEO benefits, but to create a great first impression.
Google’s algorithm looks at how active and complete your profile is when ranking local businesses, so treating your GBP like an extension of your website is one of the smartest moves you can make.
Key Local Ranking Factors (Relevance, Distance, and Prominence)
Relevance, distance, and prominence—these three factors are at the core of how Google decides who gets top billing in local search results.
Relevance is all about how well your business matches what someone is searching for. If your profile or website content doesn’t clearly show what you do, you’re going to be overlooked, even if you’re nearby.
Distance, as expected, is based on how close your business is to the person searching, but it’s not something you can fully control unless you’re targeting nearby areas with location-specific content.
Prominence, however, is where the long game kicks in.
This includes everything from the number and quality of reviews to backlinks, mentions, and how active your business is online.
I treat it like a reputation score—every review, every citation, every blog post contributes to how trustworthy I appear in Google’s eyes. These days, you’ve got to prove you’re active, relevant, and well-regarded in your space if you want to earn a place at the top.
How to Optimize for Google’s Map Pack
Claim and Optimize Your GBP
Claiming your GBP is step one, but the real work lies in how you fill it out. I always make sure every section is completed—business name, categories, hours, contact info, website, and anything else Google prompts.
It might seem like a checklist, but each field is a ranking opportunity.
Add high-resolution photos that reflect your brand and services; they don’t just make you look good—they increase engagement and trust. And yes, images are ranking signals too.
Your business description is your pitch, so don’t waste that space. I use mine to highlight what makes my service unique, sprinkle in local keywords naturally, and keep it conversational yet professional.
You’re not writing for Google alone—you’re writing for someone who’s likely deciding within seconds whether or not to reach out. So make it count. Give them a reason to trust you and choose you over the competition.
Keep NAP (Name, Address, Phone) Consistent Across the Web
Inconsistent NAP info is one of the easiest ways to confuse Google—and potential customers.
If your business name, address, or phone number varies even slightly across platforms like directories, social media profiles, or your own website, it sends mixed signals.
I’ve run audits on my listings in the past and been shocked at how many small discrepancies existed without me even realising it.
Fixing those inconsistencies gave my local SEO a noticeable lift. Google wants to feel confident that you are who you say you are, and NAP consistency builds that trust.
I now treat it like digital hygiene: something I check regularly, especially after moving offices or updating my phone number. It’s simple, but it works, and it’s often the difference between ranking and being left out of the map results entirely.
Choose the Right Business Categories
Choosing your primary business category might seem obvious, but it’s where a lot of people slip up. You want to be accurate, yes, but also strategic.
I’ve found that selecting the right category—and using additional ones where relevant—has a direct impact on the types of searches I appear in. Google uses your category to understand what your business is about, so being too vague or too narrow can really limit your visibility.
The key here is to think like your customer. If someone is searching for your service, what would they type into Google?
Use that insight to guide your choices. I also periodically review my category selections to make sure they still align with the services I’m prioritising. Trends shift, offerings evolve, and so should your profile.
Encourage and Respond to Google Reviews
Reviews are the social proof that fuels local SEO. I make it a point to actively ask for reviews after successful engagements—not in a pushy way, but with a quick message or follow-up email thanking the client and inviting them to share their experience.
It helps keep the momentum going and signals to Google that my business is trusted and active in the community.
But asking is only half the job. I respond to every review, whether it’s glowing or constructive. It shows customers that I care, and it builds credibility with Google too. Even a simple “Thank you, we appreciate your feedback!” goes a long way.
Plus, when people see that you’re engaged, they’re more likely to choose you over a competitor with radio silence on their profile.
Use Local Keywords in Your GBP
When I first started optimising my Google Business Profile, I underestimated the power of local keywords. But adding in terms like “digital marketing agency in Shoreditch” or “plumber near Hackney” helped me appear for more searches that actually led to bookings.
The trick is to weave these keywords naturally into your business description, service areas, and even your Q&A section if it’s relevant. Avoid keyword stuffing—it’s not just bad practice, it also makes your profile look robotic.
Local keywords work because they match exactly what people are typing into Google when they’re ready to take action.
I always think about what my ideal customer would search for if they needed my service right now and try to mirror that language.
It’s not about gaming the system—it’s about making sure you’re showing up for the right audience, in the right place, at the right time.
Add Regular Posts and Updates to GBP
Your Google Business Profile isn’t something you “set and forget.” I make it a habit to post updates regularly—whether it’s a seasonal offer, a new blog post, or even a quick behind-the-scenes shot from a recent project.
These posts show Google (and potential customers) that my business is active and relevant. It adds a layer of freshness to the profile that most competitors overlook, and it’s another chance to include relevant local keywords.
Consistency is key here. I treat it almost like social media, but for local search visibility. Even if it’s just a short weekly update, it keeps my profile looking current and engaging. Plus, customers love it.
They get a clearer sense of who I am, what I do, and what I can offer them right now. And that trust, built over time, translates directly into more clicks, calls, and conversions.
How to Improve Rankings in the 10 Blue Links
Do Local Keyword Research
Before you can rank anywhere—Map Pack or those elusive 10 blue links—you need to understand what your audience is actually searching for.
Local keyword research isn’t just about plugging generic terms into a tool and grabbing whatever has the highest volume. It’s about figuring out the specific language your customers use in your area.
That means including neighbourhood names, street references, and location-specific intent. “hair salon near orchard mrt” hits different from just “hair salon,” and Google knows that.
I’ve found that blending service-based keywords with hyperlocal modifiers often unlocks way more relevant traffic. Alternatively, I use the “in” filter in keyword research tools to find keyword ideas.
Once you’ve got a list of solid local terms, the next step is weaving them naturally into your site’s most important pages—your homepage, service pages, and location pages.
But here’s the catch: stuffing keywords doesn’t work. You’ve got to write for humans first, Google second. I always aim for content that answers real questions people are asking, then layer in my local terms in a way that feels conversational.
Build Localised Website Content
Your website needs to speak to your local audience if you want it to rank. I learned early on that generic content doesn’t cut it—Google wants to see clear signals that you’re serving a specific geographic area.
That’s why you should always build dedicated service area pages for each of your target locations. Each one answers location-specific questions, includes local keywords, and reinforces that I’m a trusted provider in those regions.
Beyond service pages, blog posts can also be localised.
When I was doing keyword research for an article on how to open a gym in Singapore for another client, there were barely any local keywords. And the SERP for the generic keywords were dominated by international and american sites with high authority.
But here’s what I did to outrank them. I followed their content structure, interviewed actual gym owners, and localised all the content for a Singaporean audience.
I included local entities within the content
The results speak for themselves.
I even managed to outrank sites that’re in the fitness space.
So don’t be discouraged by the seemingly lack of localised keywords in keyword research tools. Sometimes, you just need to take a risk
Implement On-Page SEO Best Practices
You can’t ignore the fundamentals if you want to rank.
Every time I create or update a page, I make sure my title tags, meta descriptions, and headers include the location and service I’m targeting. It’s not rocket science, but it works.
These signals help Google understand exactly what the page is about and who it’s meant for. I also pay close attention to how my URLs are structured—they’re short, clean, and keyword-rich.
Internal linking is another area where many businesses fall short. I use it to create clear pathways through my site, helping both users and search engines navigate with ease.
For example, my homepage links to service pages, which in turn link to blog posts and back again. It’s all about creating a web of relevance that reinforces your authority and keeps people (and crawlers) engaged.
Optimize for Mobile and Page Speed
It’s no secret that most local searches happen on mobile, so if your site isn’t mobile-friendly, you’re in trouble.
I test mine regularly to make sure it loads quickly and looks great on smaller screens. Things like compressed images, minimal plugins, and clean design go a long way in improving load times and reducing bounce rates.
A clunky, slow site just doesn’t cut it anymore—and Google notices.
Page speed isn’t just about technical performance—it’s a user experience factor. I want people to find what they’re looking for without friction.
That means fast loading, intuitive navigation, and a layout that makes sense on the go. Every second counts, especially when someone’s searching for a local service while they’re out and about. A seamless experience builds trust and increases conversions—simple as that.
Use Structured Data Markup (LocalBusiness Schema)
Structured data helps Google understand the details of your site in a much deeper way. I’ve added LocalBusiness Schema to key pages to explicitly tell search engines things like my business name, location, hours, and services.
It’s invisible to users but incredibly powerful behind the scenes. With the right markup in place, you improve your chances of showing up with rich results like star ratings.
Setting this up might feel technical, but it’s a one-time effort with lasting impact. I used tools to generate the correct schema and then verified it with Google’s Rich Results Test.
Once done, I started seeing clearer, more informative snippets in search. That added visibility makes your listing pop on the page, and when you’re competing for attention in a crowded local space, every little edge counts.
Build High-Quality Local Backlinks
One of the fastest ways I’ve found to boost visibility in the Map Pack is by earning backlinks from trusted local sources.
These are the digital signals that tell Google, “Hey, this business matters to the community.” I’ve sponsored local events, collaborated with community groups, and supported small fundraisers—all of which led to online mentions and links from local websites.
It’s a win-win. You get involved in your area while building the kind of authority Google loves.
I also make it a habit to get listed in respected local directories, local newspapers, and community-based websites. It’s not just about volume; it’s about relevance. A single backlink from a well-known regional news outlet can move the needle more than dozens of random blog mentions.
These types of backlinks help establish my business as a legitimate part of the local landscape, and that presence directly strengthens my rankings in the Map Pack. It’s about proving you’re not just in the area—you’re part of it.
Common Mistakes to Avoid in Local SEO
Using Inconsistent NAP Across Directories
One of the sneakiest ways to sabotage your local rankings is by having inconsistent NAP details across the web.
I’ve seen businesses list slightly different versions of their name, or leave outdated phone numbers and addresses on old directories.
It might not seem like a big deal at first, but it confuses Google’s crawlers and weakens the trust signals your business sends out.
That’s why I always treat my Name, Address, and Phone number as fixed data points—almost like my digital signature.
Any time I update my location or contact info, I keep a checklist of all the key platforms where I need to sync those changes.
It’s not glamorous work, but it makes a noticeable difference in search visibility and helps build a clean, credible online presence.
Keyword Stuffing in GBP Name
It’s tempting to cram keywords into your business name on Google—especially when you see competitors doing it—but trust me, that shortcut comes with long-term risks.
Source: Professor M
I’ve tested it before, and while there might be a short bump in rankings, Google’s guidelines are clear, and they do take action against businesses that manipulate their names just to gain visibility.
Your business name should reflect your actual branding. Not only does that keep your listing compliant, it also creates a more trustworthy and professional impression.
I’ve found that when I focus on optimising the other areas—like my categories, services, and business description—I don’t need to rely on hacks. The rankings come from real optimisation, not gimmicks.
Ignoring Review Responses or Having Fake Reviews
When people take the time to leave a review, the least you can do is acknowledge it.
I used to think replying to every review was overkill, but once I started doing it, I noticed stronger engagement and even more reviews rolling in.
Google sees this as a sign that your business is active and values its customers, which contributes to your overall local authority.
Fake reviews, on the other hand, are a ticking time bomb. They might boost your rating in the short term, but they erode trust fast—both from potential customers and from Google itself.
I stick to a simple rule: earn reviews the honest way, respond to every one, and turn feedback (even negative) into an opportunity to improve and showcase accountability.
Neglecting On-Page Local Signals
Focusing too much on your Google Business Profile while ignoring your website is a missed opportunity.
Google doesn’t just look at your GBP—it checks for consistency and context on your site too. I’ve seen businesses with fully optimised profiles struggle to rank because their website lacked basic local signals like service area keywords or a contact page with matching details.
Your website is still the backbone of your online presence, and it needs to reinforce your local relevance.
I always make sure my city or neighbourhood is mentioned naturally in page titles, meta descriptions, and headers.
It tells Google, “Yes, this business really does serve this area,” and that added confidence helps you compete for top spots in both the Map Pack and the blue links.
Measuring Success of Your Local SEO Efforts
Tracking progress is just as important as doing the work. If you’re not measuring your local SEO performance, you’re essentially flying blind.
Semrush – Position Tracking tool
I use Semrush’s Position Tracking tool to monitor how my target keywords are ranking—both in the Map Pack and in the standard organic results.
Source: Semrush
It lets me see how I’m performing on a location-specific level, so I can spot trends, wins, and potential issues before they impact traffic or leads.
What I really appreciate is the clarity it brings. I can filter by device, zip code, or city, and even track visibility over time for my competitors.
That insight helps me refine my strategy—whether that means updating on-page content, refreshing my Google Business Profile, or chasing more local backlinks.
It’s not about obsessing over daily fluctuations, but about building a clear, long-term picture of what’s working and what needs attention. Data-driven decisions always outperform guesswork.
Semrush – Map Rank Tracker
Ranking in Google Maps can make or break your visibility as a local business, so it’s something I keep a close eye on.
Source: Semrush
But here’s the catch—your position in the Map Pack can vary wildly based on where the person is searching from. That’s why using tools that track rankings based on location is essential.
I use them to simulate searches from different parts of my city, giving me a realistic view of how visible I really am in specific neighbourhoods.
What I’ve learned is that even a small shift in location can change which businesses appear in the top three. This makes hyperlocal SEO efforts—like adding neighbourhood keywords or earning reviews from customers in specific areas—really pay off.
By tracking Google Maps rankings consistently, I know exactly which areas I’m dominating and which ones need a bit more attention. It’s not just about being seen, it’s about being seen where it counts.
Local SEO Tools You Can Use
Google Business Profile Insights
Google Business Profile Insights gives me a direct look into how people are finding and interacting with my business listing.
I use it to track how many views, calls, website visits, and direction requests I’m getting—straight from local search. It’s a simple but powerful tool that helps me understand which actions are driving real engagement.
Google Search Console
Search Console is my go-to for tracking how my website performs in organic search. It shows me which local keywords are driving traffic, what pages are ranking, and if there are any technical issues holding things back. I rely on it to fine-tune my content strategy and make sure my site stays optimised for both users and Google.
Ahrefs
Ahrefs helps me dig into backlink opportunities and competitor insights like no other tool. I use it to find who’s linking to my site, which keywords I could be ranking higher for, and where my competitors are gaining an edge. For local SEO, it’s particularly useful when building authority through local link-building campaigns.
Semrush
Semrush is where I track my keyword positions across both the Map Pack and the traditional blue links. I like how granular it gets—I can monitor rankings by specific locations and devices, which gives me a clear picture of how visible my business really is in the areas I care about most. It’s become a key part of my ongoing local SEO strategy.
Final Thoughts: Be Seen Where It Matters Most
Getting found by local customers doesn’t happen by luck—it takes a solid strategy and ongoing effort.
When you optimise your Google Business Profile and website with local intent, things start to click. You show up in the Map Pack, rise in the blue links, and become the go-to in your neighbourhood—without needing a huge budget or team.
If you’re ready to stop blending into the background and start attracting real, local customers, it’s time to get serious.
The team at First Page Singapore knows how to turn visibility into action. Let’s grow your local presence the smart way. Reach out to learn more today!
