They were already publishing blogs.
Titles were search-friendly. Meta tags looked fine. But rankings stayed stuck, and conversions lagged.
This was a Singapore brand in a competitive category, and they came to us after trying multiple content tweaks that led nowhere.
What they needed was less volume, more structure.
We approached their SEO like a system, not a checklist.
Here’s what we actually changed and why those changes worked.
1. We replaced filler blogs with pages that answered real questions
Most of their blogs were keyword-targeted but vague. The topics were broad, the intros felt padded, and the posts often ended before anything useful was said.
We studied their analytics and pulled up their customer support data. Then we picked six specific buyer questions (phrased the way real users ask them) and built pages around those.
These pages picked up traffic within weeks, and more importantly, they started converting.
The content felt clearer because it matched what people were already trying to solve.
2. We fixed crawl gaps in the structure that blocked deeper pages
The site already had useful content, but much of it sat too far inside the structure.
Key service pages required multiple clicks before anyone reached them.
Some pages relied on side paths rather than clear internal routes. That made discovery slower for both users and search crawlers.
We reorganised sections into clearer categories, adjusted navigation labels, and updated the site map to surface important pages earlier.
Once those paths became clearer, newer pages started appearing in search faster.
Visibility also improved for several product terms the team had focused on for months without seeing movement.
3. We rewrote service pages using search-first phrasing
The core service pages read well, but they leaned toward brand language.
For instance, headings focused on tone rather than intent.
In several places, section titles worked like taglines instead of clear answers. Readers had to scan longer to find what they came for.
We revised each section using everyday search language. We reviewed how people in Singapore phrase these queries and adjusted headings and opening lines to match that pattern.
The pages kept their original voice. They also became clearer, more specific, and easier to surface in search results. That clarity helped both visitors and crawlers understand the value faster.
4. We rebuilt the site’s local SEO signals from the ground up
The brand already maintained a Google Business Profile, but local signals lacked depth. Location context stayed thin across the site.
Search visibility improved once we strengthened those signals. We added structured data tied to location, created pages focused on local intent, and supported review collection that reflected real service categories.
Each step reinforced relevance rather than scale.
Within three months, the brand appeared more consistently in Singapore-focused map results for terms that had stayed out of reach earlier.
5. We cleaned up old backlinks that pulled rankings down
The brand had hired vendors in the past who ran backlink campaigns with low-quality sites.
Some of these links were spammy and holding them back.
We ran a backlink audit, disavowed risky domains, and earned a small number of relevant local citations. We didn’t chase volume. We prioritised relevance and trust.
That helped stabilise rankings, especially for competitive category pages that had seen sharp drops before we stepped in.
Final Thoughts
Fixing SEO rarely means doing more of the same.
This brand had already tried adding blogs and updating keywords. What shifted results were structural changes… these were changes that made the site easier to understand, crawl, and use.
As a leading SEO agency in Singapore, we focus on what improves clarity and conversion (not just rankings). We look at how content sits within the site, how it supports real searches, and how it leads someone from visit to action.
If your team has done the basics and progress still feels slow, we can help you find what’s holding things back and where to improve next. Get in touch with us today and let’s talk.
