Search Engine Optimisation (SEO) For Food And Beverage (F&B) Companies In Singapore
By Elon Law | December 25 2017
SEO can play a great part for B2C food and beverage (F&B) companies in Singapore. By sharpening your SEO strategy to be at the top pages of Google for critical keywords, you can reach your target audience.
Search Engine Optimisation (SEO) allows you to gain traffic and potential customers online. With the surge of mobile usage, more customers are simply looking for information online. A simple Google search is all it takes for you to find your favourite food in Jurong, or your favourite laksa in Katong. But how are you going to capitalise on this? Answer is SEO.
What constitutes a good SEO strategy? Our previous blog on what SEO is about talks briefly about the overview of SEO.
To F&B company owners or marketing managers reading this, I would like to share some factors that you can use to effectively manage your SEO campaigns. They can be classified under 4 main categories:
Below is a list of categories of keywords you can start planning to get ranked for:
1. Geographical keywords
Although Singapore is small geographically, keywords related to the location of your business can be helpful. For example, appearing on the first page of Google for “best places to eat in Jurong” or “best eateries in Katong” can bring specific, targeted customers to a particular F&B restaurant.
Such keywords may not have high traffic, but they are targeted — there are people, tourists or local alike searching for answers to these keywords. Being able to optimise for such geographical keyword can help F&B businesses get more customers to patronise their restaurants.
2. Niche keywords
Whether you are a strictly vegetarian restaurant or a coffee gourmet company, you can use niche keywords describing your F&B business as a starting point. When people search for places to eat within your particular niche, they tend to type in the niche you are in.
For example, “vegetarian restaurant Singapore” or “coffee place in Singapore”. Combined with geographical keywords, you have “Vegetarian restaurant in Tanjong Pagar” or “Coffee place in Jurong”. Such niche keywords may have very small traffic, but you can be sure they can bring in high quality customers — those who are looking specifically for your type of F&B restaurant.
Optimising your content in your website according to your particular niche can be crucial for healthy SEO development. You can start building your brand name in related niche forums (such as the best cafe in Jurong) and blogs (top 10 vegetarian restaurant at Novena) to attract sizeable potential customers coming to your site monthly.
3. Brand-related Keywords
One of the easiest way, for most companies, to quickly boost their SEO presence is to optimise their company name and build up brand awareness. For example, ABC cafe can quickly build up their SEO presence by focusing on optimising their name “ABC”. Brand names are unique most of the time and can be easy to optimise — there is little to no competition you will face when ranking top for your brand name.
Learn more about how to optimise specific keywords to your content and pages.
A screenshot is shown below showing how many searches there are for the particular keywords:
As shown in Google Adword keyword planner, business owners are consistently missing out heavily on these potential clients. Combined with geographical, niche-related and brand related keywords, a business can gain significant amount of traction from this online stream of customers.
This is massive amounts of profits F&B businesses are losing unknowingly each month. Efficient F&B businesses knows how to harness these potential traffic and convert them into lifetime clients as they understand the immense value of the lifetime customers.
There are various SEO strategies, on-site SEO as well as off-page SEO. Check out our blogs for more options.
For more information on how we conduct market research, find out here.
Visit content marketing for food and beverage companies for more information on keywords
To know more about market research for related keywords, click here.
Link building strategies
Link building refers to the practice of getting your pages listed in other web masters’ websites, and as a result, creating a link back to your listed page — this link is known as a “backlink”.
Linking Building In Social Bookmarking Sites
For instance, there could be forums or other social media platforms that are ranked for keywords “best places to eat in Singapore”.
One such site is TripAdvisor, that can send many valuable clients to your business.
Linking Building In Forums
Another way to drive significant traffic to your site is to make yourself visible in various forums. An example shown below is Hardware Zone, a Singapore-focused forum where users constantly share their thoughts and suggestions with one another.
Notice the amount of traffic it is generating — which can be very significant for a new F&B business.
Linking Building Using PR
Using PR and forums for link building in SEO can bring significant customers to their business. Successful websites such as http://www.foodprocessing-technology.com/press have thousands of traffic a month which can potentially drive customers, partners or suppliers to your company. This can be a good way to build credible and powerful brand awareness.
Content marketing is an important factor crucial to your SEO efforts. Google places heavy emphasis on content. In fact, they determine most sites almost entirely by content as it tells Google what you are about. There are 2 aspects of content — content creation and content dissemination.
1. Content Creation
Constantly producing contents allows google to know what your site is about. All content on your web pages must be well-written, and readable for human. This has to be emphasised as Google’s algorithm focuses greatly on user-engagement i.e. how the traffic is interacting with your pages. User engagement is a litmus test for how relevant and valuable your content is to Google.
User behaviour tells Google about your pages: Do users leave after landing on just one page of your web? If so, it tells Google either your page is highly unreadable or that your page does not provide what users are looking for, hence pulling down your ranking for a particular keyword.
There are other factors beside words that can play a critical role in your SEO. Having more images and videos that can capture attention and providing valuable information will ultimately help you in the Google ranking as well.
2. Content Dissemination
There are various ways of distributing your contents after you are done creating them. We will study them in-depth in our content marketing blog, but for now, here are a few ways you can use content dissemination to your advantage to bring more traffic and customers into your funnel:
a. Guest posting
c. Social media marketing
For more information, visit off-page strategies for social media marketing.
You can also visit social media marketing for food and beverage companies for more information.
Optimisation is another critical area where Google will look at to determine your SEO ranking. It can be split into 2 way: on-page optimisation and off-page optimisation.
On Page Optimisation
On-page optimisation refers to all measures that can be taken directly within the website in order to improve its position in the search rankings.
To state a few, on-page factors are as follow:
- Quality content
- Fast loading page
- Internal linking from other pages on site
- Bounce rates
- Time a visitor spend on your page/site
- Number of pages/sites visited
For more information on on-page optimisation, visit our articles on important on-page SEO factors.
Off-page optimisation refers to all the measures that can be taken outside of the actual website in order to improve its position in search rankings.
To state a few, some of the off-page SEO strategies consist of the following:
- Click through rates from SERPS
- Social media
- Social Bookmarking
- Forum postings
For more information on on-page optimisation, visit our articles on important off-page SEO factors.
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