The Complete Guide to SEO Packages in Singapore
Caleb, CEO, GENIA
25 April 2020
Time and money have to be invested for a business to grow. Growth does not simply come from having a good product or great customer service. Growth comes when your target market knows their need and are exposed to your solution at a large scale. With the internet being the most potent marketing platform, the question is then social media or search engines, paid or organic. In an ideal world, all channels should be heavily utilised but in a realistic world, SMEs have limited budgets and will have to prioritise and focus on one or two that are more likely to generate the greatest Return On Investment (ROI). Whenever there’s a discussion on marketing priorities, Search Engine Optimisation (SEO) very often comes up on top.
What SEO is
According to MOZ, SEO is the practice of improving the quality and quantity of traffic to your website through organic search results. It is optimising the structure and content of a website to be favoured by search engines as the preferred content for a particular search query.
We use Google for almost every single question we have in life, for both personal and work reasons because the search engine never fails to give us what we want within seconds. Every time a search is made, Google crawls through billions of web pages within their database and returns the most relevant results from the most credible sources possible. SEO is the process of optimising a web page to be deemed by Google as the most relevant and credible source of information.
If you’re operating a business where physical presence matters like retail and F&B outlets, and open up your shop somewhere where there’s minimal foot traffic, people will tell you that you aren’t the brightest crayon in the box. However, for some reasons, no one tells you that when your website is on the second page of Google. You could even hide a dead body on the second page of Google and an entire city on the third.
Being on the first page positions your brand in front of people who are in need of your service. When users make a search, there is a need or at least an intent to find out more about your solutions and that is what makes SEO extremely important. So much so that 61% of marketers say that SEO is their top inbound marketing priority.
What are Google’s Ranking Factors?
Google tries to display the most relevant and credible content as search results. How do they know which websites deserve top spot? The top two factors they look at are content and links.
Content is king
Writing amazing content should be your number one priority if you want to succeed in SEO. You have to know exactly what your target market is searching for and come up with content that addresses their needs. Quality content is about engaging, informing, supporting and delighting your viewers.
“Just think about what the users want and think if you were in the shoes of the search engine, would you feel comfortable sending users to your own website? Would you feel proud to vouch for that website and put that at number one for a given query?” says Frédéric Dubut, Bing’s senior program manager lead.
With great quality content, users will naturally spend more time on your website and this tells search engines of the importance, quality and credibility of your website. Good content also attracts backlinks from other websites, which is another major ranking factor.
Backlinks, an incoming link from another website, are one of the strongest ranking factors in Google’s search algorithm. The more links there are, the higher the rankings. With that being said, not all links are created equal. Links from high authority domains will pass on more value than links from low authority ones.
Think of backlinks as recommendations to search engines. The more recommendations there are, the more search engines trust the domain. Recommendations from authoritative domains are naturally held in higher regard and therefore pass on more SEO value.
Unless you’re a big brand with a product that everyone is talking about, or have a PR team to get you featured in the media, chances are that nobody is going talk about or link to you. With no one linking to you, you will not be able to climb up the search rankings. As SMEs, we will have to go out and look for people to link to us. It doesn’t matter if we do it on our own or if we engage experts, it is something that must be done if we’re serious about business growth.
The Types of Optimisations in an SEO Package
For an SEO campaign to be successful, three things have to be done well. Keyword Research, On-page optimisation and Off-page optimisation
The first thing that has to be done for a profitable campaign is an effective keyword research. Keyword research is identifying what search terms your ideal customers are using to find you. A strong SEO Company will be able to come up with a comprehensive list of keywords that consist of keywords with both buying and research intentions that have good search volume and lesser competition. Once you know what your prospects are searching for online, you will be able to come up with quality content that gives them what they want.
On-page optimisation is simply the process of optimising the website itself. It consists of some technical optimisation, with speed optimisation being one of them, and the other being content creation and optimisation.
When done well, On-page SEO tells search engines what your website is about and the keywords you should appear on the first page for.
Off-page optimisation is about securing high quality backlinks to your website. As spoken earlier, backlinks are what search engines use to evaluate the quality of a website. For a website to rank well, links have to be built regularly. Because of its extremely time consuming nature, it is more cost effective for businesses to leave this to the experts.
Is SEO for B2C Businesses Only?
SEO should be done by businesses of all sizes and in all industries. Many people think that they do not need to rank on Google just because their target group are businesses and that is the biggest myth of all time. If you were to look for an accounting system, where would you look for it? Yellow Pages? Green Book? Of course it’s Google! As a business owner myself, I’m regularly searching the internet for ways to improve my business, be it my processes or my sales, or hiring talent or finding solutions to problems I have. Every business, regardless of the product or service, has prospects searching the net for them and if you’re not on the first page, you can be sure that your competitors are, and that’s where your prospects will go to.
Cost of SEO in Singapore
With SEO being a non negotiable activity of all businesses, it is necessary to find the most cost effective way of doing it, and very often, engaging an agency will be your best option.
Agencies often charge monthly retainers for SEO work and they usually expect a 6 month commitment. SEO cannot come cheap because of the resources needed to deliver a successful campaign, especially when it comes to building links. More importantly, the ROI on a successful campaign far exceeds most other marketing campaigns.
Monthly retainers typically start from $1000/month to $3000/month, depending on the number keywords you choose to target. While there are some agencies who charge just a couple of hundreds every month, it may be because they are not putting in the required resources required to grow your organic traffic, like not building backlinks, or building low quality links in low quantities. Do not jump into a contract just because of price as it is better to spend $6000 over 6 months and grow your business than to spend $3000 and have your business remain the same.
Factors affecting SEO Services Pricing in Singapore
When getting a quote for SEO, one company may quote you $500/month for 20 keywords while the next company might quote you $3000 for 10 keywords. The reason for the disparity is actually pretty simple, you get what you pay for. You can’t expect a company charging just $500/month to be allocating a lot of resources into getting you ranked. We’ve had many clients come to us after working with other agencies and experiencing little to no improvements in their search engine rankings. In fact, some of those agencies they were paying charged over a thousand dollars monthly and that also shows that expensive doesn’t necessarily mean better. (With that being said, we don’t charge anywhere close to $3000 for 10 keywords)
The pricing for SEO services usually depends on the company’s experience, the time taken to deliver results and guaranteed results. The time taken to deliver results usually depend on the resources, time and manpower a company allocates to each project. As for results, no one can promise you page 1 rankings. However, some companies offer a guarantee that if they do not rank a certain percentage of keywords on the first page, they will continue the SEO until that percentage is met.
Benefits of SEO
In an era where Google is now a verb and virtually everyone is googling for information before making any business or personal decision, all companies need to prioritise SEO. Now that we’ve spoken about the cost, let’s look at the rewards.
SEO is an Asset
Being on the first page of Google is an asset, an asset that pays generously for as long as you own it. When on the first page, you will be getting traffic, leads and sales consistently.
SEO is cost effective
Unlike advertising, you don’t have to spend thousands to tens of thousands to see results. Yes, there are costs involved in building quality backlinks and content, but it’s nothing like an advertising budget. In advertising, you pay for impressions and clicks and once you stop paying, you’re immediately taken off the platform. When SEO is done right, even after you stop, you will continue to reap the rewards for a long time.
Google remains strong
While many marketing platforms like Facebook and Snapchat have seen a drop in users over the years, Google has remained strong and in fact, grown.
The first page comes with credibility
People trust Google. When on the first page, brands are automatically perceived as trusted and authoritative. Being on the first page will give your brand credibility in the eyes of your prospects.
How GENIA Approaches SEO
SEO is extremely competitive in Singapore and pretty much anywhere in the world. Every industry is filled with companies fiercely competing for the top spot in Google, making it difficult to achieve page 1 rankings especially if your company doesn’t have a significant marketing war chest or isn’t a brand that is already trusted by both consumers and search engines.
At Genia, we help our clients increase their traffic in a short period of time through side stepping the competition. With that strategy, we have successfully helped numerous small businesses massively increase their web traffic and ultimately sales.
Our vision for every business we work with is to turn them into content hubs. A destination for all searches related to the specific industry the business is in and not just when the searcher is looking for a solution.
The SEO difficulty of keywords with buying intentions is significantly higher than those with research intentions. Why is that so? Many companies are competing for it. While it is true that users searching ‘backpain treatment’ are more likely to convert into paying clients, ranking on the first page for this keyword would be extremely challenging and could take more than a year to rank for. Ranking for the term ‘what causes back pain’ on the other hand could be achieved within half the time or maybe even less. With good content, users could still be converted into paying customers as our clients have reported.
If we take you on as a client, we’ll thoroughly research your business, your product or service, your unique propositions and your customers. Based on that, we will identify what your target group is searching online, the questions they’re asking, the solutions they’re finding and the kind of content they are currently consuming. We will then work with you to produce content that answers what your viewers are looking for and combine it with traditional SEO methods to get these content ranked on the first page, massively increasing your traffic while establishing you as an expert and authority in your field.
If your business is in a position for growth, we’ll be happy to have a chat and see if we can help. Click the WhatsApp button on the bottom right or fill up the contact form and we’ll be in touch.
To your success,
For many small business owners, getting started on social media can be a little daunting, especially when you are boot-strapped or face lack of manpower and time. However, it does not have to cost very much to grow your business on social media such as LinkedIn.
Here are 15 ways on how small businesses can grow their connections organically on LinkedIn.
- Define your purpose.
Identify at which stage of your marketing funnel you want your business to focus on and set goals to reach them. Is it to build awareness of your business, garner more engagement or convert people to transact with you? Knowing your business goal will help you work on a strategic social media strategy that will produce successful outcomes at every stage of the funnel.
- Build a LinkedIn business page.
According to Forbes, only 57% of companies have business pages. The remaining 43% are missing out on a free opportunity to generate leads, talent, and, ultimately, revenue. A business page allows you to post content, advertise your solutions and how it can alleviate your target audience’s pain points. While building your own LinkedIn personal page is important, a business page allows you to focus on providing value-added information that your customers can relate to.
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