The Current State of Search Engine Optimization in Singapore and Upcoming Trends

Consumers all over the world continue to shift to digital platforms. This is especially true in Singapore, where the economic landscape is more advanced than in most neighbouring countries. 

Online shoppers in Singapore typically start their purchasing journey with a search engine. They use Google, Bing, and other platforms to look for a product or a service. In other cases, they use these tools to look for more information before making a decision. 

In this new economic landscape, businesses must find ways to stay connected to their target audience. This means that they must boost their online visibility. And the best way to do this is with a search engine optimization campaign. 


State of SEO in Singapore at the Moment

Singapore is no different from the rest of the world in its acceptance of digital technology. One research shows that 84.5% of its population use the internet and consume various forms of online content daily. 

Around 96% of those who use the internet have at least one social media account. Every day, they go online for an average of 2.5 hours. Most prolific among Singapore’s internet users are aged 25 to 34, also among the biggest spenders in the country.

These factors, along with consumer behaviour that is rapidly gravitating to online platforms, have made SEO a necessity for virtually all businesses. 

Today, SEO is the most impactful component of every successful marketing campaign in Singapore, the foundation around which content marketing, PPC, and other strategies are laid upon. 


Challenges Facing SEO at Present

While it is clear that the opportunities offered by SEO are vast, there are still some barriers that prevent Singaporean businesses from exploring them. First among these challenges is the lack of talent and skill in digital marketing. There are currently not enough writers, graphic artists, or video-makers to create high-quality content. 

As a result, the production of content in certain media formats can be costly, especially if it requires the services of a talented digital artist. This makes some business owners doubtful whether SEO is worth investing in. 

Another reason why SEO is not as prevalent as it should be is that some businesses in Singapore expect immediate results. As all digital marketers know, SEO takes time. With their initial expectations not met, some businesses mistakenly believe that SEO is not for them.


SEO Trends to Look Out for in 2021

Search engines like Google are always looking for ways to enhance user experience. This is the essence of SEO and the compelling reason behind emerging trends. 

    • The Rise of Voice SearchIndustry experts predict that voice-activated search will gain even more traction for this year. While it is true that this functionality is nothing new, users are only starting to warm up to the idea. In addition, more products and applications will be included, making voice search integral to the whole experience. 
    • The Acceleration of Mobile OptimisationAs smartphones become smarter, more and more people find it easier to use mobile internet. This fits perfectly in the active lifestyle of most Singaporeans, as they would be able to access the internet using a device that they can carry anywhere. In line with this, businesses must optimise their websites for mobile use. This includes the mobile-first design, load speed, and usability of their webpages. 
    • Geo-Targeting for Local SearchBased on statistics from Google, 46% of all searches are made with the intent of finding nearby products or services. In fact, 72% of these users ended up going to stores within five miles of their location. This points to searches becoming more precise and targeted, something that businesses in Singapore must give serious consideration. A simple tool that they can use is the Google My Business listing. This allows you to list your store location on Google Maps and local searches. 



The shift in consumer behaviour is not just a passing trend. It is becoming increasingly apparent that this will be the new normal. Businesses in Singapore must learn to adapt to this new reality if they want to remain relevant to their target audience.