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Link Building Case Studies + Data for Two Singapore Sites

96.55% of web pages on the internet do not get any traffic from Google. One of the commonalities among these sites is the lack of backlinks. In short, backlinks are like votes from other websites that signal to Google's algorithm that your site is trusted and reputable. I started learning about SEO in an attempt to generate leads for my first business—a dating advice business in Singapore. I attended a couple of SEO courses taught by Singaporean SEO experts, and I found that neither of them focused much on outbound link building. This is because link building is complex, difficult, and really... a pain in the butt. In an article done by Ahrefs, it was stated that 74% of SEO link builders are willing to pay for links, and most site owners are going to charge a fee for a link. That is despite Google's official guidelines, which state that you must never exchange money for links. There are other link building costs, such as: - Hiring a VA for prospecting - Hiring an outreach manager to coordinate link building - Hiring content writers for guest article creation These costs add up, and link building expenses can reach thousands of dollars per month. Either way, I realized that link building is the true needle mover, as opposed to stuffing keywords or trying to optimize each keyword for the perfect keyword density. The SEO courses I attended back then focused on these outdated methods.

MarcusNeo.Com Link Building Case Study

I understood the importance of link building and hired a link building agency on Upwork that specialized in the Skyscraper method. Yes, links were coming in, but they weren’t very targeted. I had links coming from sites that weren’t very niche relevant. I decided not to continue after a couple of months as there wasn’t any improvement. However, in hindsight, my site might have just been in the sandbox phase.

I then took it upon myself to learn link building and studied more about SEO from internationally based SEO experts. I enrolled in Authority Hacker's online course and started doing everything inhouse, from research to outreach. I hired a team of virtual assistants on Upwork and began building links from sites I thought were more niche-relevant. This means that if I were a dating advice site, I should be getting links from dating, relationship, or men's self-improvement websites. I put on blinders and built links aggressively from December 2019 to June 2020. Lo and behold, the site exploded in traffic. I even experienced a server crash in early 2022.

On our Google Analytics end, it showed that the site only started gaining traffic in July 2020. This could mean that SEO takes an entire six months to "kick in." As observed below, our initial link building efforts began as early as September 2019. The site only started gaining traffic in July 2020. That’s a solid 6 to 9 months of link building! Nonetheless, I was attempting to rank on global search engine results for MarcusNeo.com. I also consolidated our content and targeted lower-competition, long-tail keywords. These different factors contributed to the steady increase in traffic. Alright, let’s now move on to our own Singapore-based digital marketing agency. This time around, I am trying to rank on Singapore’s local search engine results. Yes, the competition here is tough—arguably the hardest! I’m going up against industry giants such as First Page Digital and OOM. These are large, enterprise-level agencies that have been market incumbents for more than half a decade!

ThreeLittlePigs.Pro Link Building Case Study

ThreeLittlePigs.Pro was registered on Monday, 5th of July 2021. I started link building in September 2021 using the same strategies I learned from my first site. The goal is to bring an outreach-based link building methodology to Singaporean shores. In my experience, SEO is perceived by many small and medium business owners as a black box. With Google’s Helpful Content Update, understanding and growing through SEO can be complex and messy. Link building Efforts in 2021 and 2022: Month Number of Backlinks September 2021 4 October 2021 1 December 2021 8 January 2022 1 February 2022 2 March 2022 2 Total 18 Link building Efforts in 2023: Life got in the way. So nil. Link building Efforts in 2024: I exited the corporate world in Singapore and decided to restart my SEO journey, building a Singaporean led SEO agency. So much has changed in just a couple of years. I learned about using AI in content creation and implementing AI in my prospecting and link vetting processes. Google also implemented the Helpful Content Update, which affected many small and independent publishers, My research into local publishers shows that they were not spared! However, in my opinion, Google still isn’t able to distinguish between genuinely helpful content and what isn’t. In the SEO industry, there are exact match domains that rank on the first page despite having poor backlinks and content. Then there’s the issue of parasite SEO, where publishers abuse a site’s high authority to rank for their targeted keywords. Recently, Forbes received a manual penalty for site reputation abuse. Evidently, site authority still plays a huge role algorithmically. The best way to increase your site authority is by building high-quality backlinks! Link building ThreeLittlePigs.Pro data I started link building again from June 2024: Month Number of Backlinks June 2024 2 July 2024 6 August 2024 8 September 2024 6 October  To be Confirmed! November 2024  To be Confirmed! Total Year to Date  To be Confirmed! Of course, the data here doesn’t show the domain authority of each domain we received links from. It also doesn’t reveal the degree of relevance of the sites. However, I use Majestic’s SEO tool to quantify relevance. I look at each domain’s Topical Trust Flow and only acquire links from sites that pass a certain threshold. They need to be either in my industry or in a closely related niche. This also helps standardize the link vetting process for my SEO team to follow. Link building Results in 2024: Our site ranked on pages 3 to 5 within 4 months of link building efforts by Google. We were beyond page 100 before that! I also want to point out that our domain is ThreeLittlePig.Pro, not ThreeLittlePigs.sg, which might have given us an extra localized ranking signal boost. The goal is to demonstrate ranking for brands and not to abuse loopholes in Google’s current algorithm that may prioritize exact match domains. Examples of exact match domains: - bestcreditcards.sg (for the keyword “best credit cards Singapore”) - plumbersingapore.sg (for the keyword “plumber Singapore”) - webdesignservices.sg (for the keyword “web design services”) Yes, we don’t want to be leveraging “loopholes” in Google’s algorithm. The majority of businesses out there are not named after exact match domains! Less than half a year in, our agency even got our first ever SEO lead!

Link Building and Google's Helpful Content Update in 2024

An article published by Moz argued that Google has "cranked up" the authority weightage on "branded terms" in their Helpful Content Update. They argued that update isn’t solely about content quality but rather about the ratio of brand search volume to link signals. This also means that doing SEO (and link building) in isolation and not having your brand mentioned in other areas of the internet may negatively affect your "brand" ranking signals. I am currently putting this to the test on my own site, as I am not building other channels for client acquisition. This means that SEO can be more effective when done in conjunction with other channels, such as search engine marketing or Meta advertising. If your brand name is out there through paid channels, it translates to higher brand search volume. Organically, if your company has a YouTube channel, an active Instagram page, or other forms of social media, it increases brand searches as well. I am not a fan of building multiple channels at once. However, this has implications for businesses looking to implement SEO. I’d say that using only SEO to grow your business from zero is no longer viable. You’ll need a “blended search” methodology that incorporates both SEO and paid social media marketing. I will update this article as we continue our link-building efforts throughout 2024. Read the full article

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Singapore SEO Case Studies - Ranking Sites from my HDB Room

I shall discuss two SEO case studies that are from the ground up. I started both sites from zero, in my Singapore HDB bedroom with zero page authority and domain authority. The first site was built on passion, in the dating advice niche, and I eventually got it to around 20k global readers and sold it off. The second site is ThreeLittlePigs.Pro, this site! Nonetheless, I am attempting to rank for digital marketing related keywords in Singapore. These case studies are different because the former focused on global search engine results and the second one is localised to Singapore. The goal is to also demonstrate competency by ranking our own website on the first page on Google for industry related keywords. It is also to test out certain factors that small medium business owners in Singapore aren't that aware of: such as being in the sandbox period for new websites. The SEO agency business in Singapore is dominated with incumbents dominating the top search results. Top digital marketing agencies such as First Page Digital and OOM and long time dominators of Singapore's search engine results. However, that does not mean that you can easily help other clients rank. Or that any agency should over promise results. That's because the difficulty in every niche is different. In fact, I know a friend who hires an India based SEO consultant who charges $150 a month. He is ranked on page one, rank one on Google for an industry with zero SEO competition.

Singapore SEO Case Study 1: MarcusNeo.Com (Sold to BeyondAges.Com)

I started a dating advice business blog for Singaporean men as my first business. That’s how I got involved in SEO. I wanted to rank on page one on the search results and get clients. SEO was also how I generated my first business.

The money keyword “dating coaching Singapore” also only had 20 searches a month.  Nonetheless, it put me on a sprint to learn more about SEO. I attended two Singaporean local SEO programs. Even though I would disagree with their methods of ranking today, I did manage to rank “dating coach Singapore’ to the top of Google.Com.Sg search engine results. The niche isn’t that competitive and I was able to do it through a combination of internal linking and a couple of backlinks from local publishers. However, I quickly realised I didn’t have enough clients from SEO alone and pivoted to Facebook advertising. One and a half years after advertising on Facebook, I got hit by multiple bans from Meta. I tried all sorts of tactics such as changing credit cards and making multiple accounts. The bans only got worse. Yes, I believe Meta tracks your account on a computer ID level.  Looking for a replacement traffic source, that’s where I turned to global SEO. The idea was to monetize my content globally. That was where I learned about Skyscraper SEO, guest post link building and other more advanced methods of link building. Initially, I hired an SEO expert link builder to build links to my Skyscraper articles. However, I felt that the links were lacking in relevance and decided to take link building in my own hands.

I learned outreach based link building and low behold, the benefits kicked in after six months of link building, hitting 20000 readers globally in around 8-12 months.

The process took some manual work initially. However I built the link building system system to: Ensure the links coming in were from legitimate websites, with traffic and not link farms Ensure the links were coming from websites with relevance Here are our link building results: High number of backlinks but poor organic traffic? Even though my website had majority traffic from US and UK audidences. I couldn’t convert the traffic from US and the UK. That is where I learned about the concept of product market fit. The site's domain was my name and I wrote content under my own name. Long story short: trying to sell dating advice to Western countries written in an Asian/ Singaporean context wasn’t possible. I had a lack of experience living in Western cultures and a lack of case studies.  An American company eventually approached me to buy the site and I agreed.

Singapore SEO Case Study 2: ThreeLittlePigs.Pro

I purchased the site on X date. I did a little bit of link building but life got in the way and I stopped entirely. If you looked at the data, I opine that Google gives fresh sites a boost as opposed to inactive sites. The site was registered and purchased in 2021. I did initial link building from September 2021 to March 2022. I built around 19 backlinks to ThreeLittlePigs.Pro. They did give me some traffic boost initially during April's 2023 when I started link building!  However, life got in the way and I left the site inactive for a couple of years. I only restarted activity in June 2024. I guess you aren't really in Google's good books if you are inactive for years. 

As of writing, September 30th 2024. I started link building for 4 months. I built around 22 links within 4 months and published around 20 articles. The links are manually vetted, of relevance and come from high quality sites. I built around 22 backlinks from 22 different referring domains since June 2024 to October 2024. Our site finally got recognised by Google and started ranking on the first 3-5 pages on Google. Here are our link building results:

I shall update this article as I continue link building into the 5th, 6th month onwards for our Singaporean based digital marketing agency.

Studying The Competition in Singapore SEO Industry

Trying to rank on page one in the SEO and digital marketing industry is one of the hardest niches to get into. I am competing against big digital marketing agencies that have at least 30 men head counts. Secondly, they are supposedly SEO experts themselves right? However, I am testing out a hypothesis as only a handful of digital marketing agencies on page 1 are using high quality outreach based links. This data can be researched by using Ahrefs, Semrush and looking at your competitions's backlink profile. You can roughly reverse engineer the competition. For example, if your competitors ranking on page one have 100 high quality backlinks pointing to their site, then your gap is to build around 17 high quality links per month for the next 6 months as a new entrant. Nonetheless, our site went from not being found on the SERPs to being somewhat stagnant on page 3 to 5 for targeted keywords. I suspect it is Google's sandbox where they prevent new or inactive sites from ranking on the first page of the search results too quickly.  I am still sticking to the game plan of continuing to build high quality backlinks through months 5 and six. Note, aside from link building, I also published high quality blog articles SEO, digital marketing in an attempt to achieve “topical authority”.

Conclusion

I am mindful that Google's helpful content algorithm update in 2023 affected many small, independent publishers. Traditional SEO search results are quickly losing their spark/ focus in the SEO industry. They are deemed unstable and unreliable by many SEO experts. On the contrary, the maps pack and local SEO have been gaining relevance in the last couple of years. I myself am hugely reliant on the search results on Google maps, looking for places to eat nearby etc.  Yes, I recommend ranking on the local maps pack (outranking traditional SEO results) and acquiring customers that way. Local SEO and ranking via the maps pack is an SEO aspect I intend to dive deeply into in the coming year. For established small businesses with satisfied hundreds of customers, it's a way more efficient method of acquiring customers as opposed to trying to rank on traditional SEO results. Lastly, SEO is a marathon. It can take up to 8 - 12 months in some niches. Yet, a friend is ranking on Google's first page and page one because his industry isn't competitive. I suggest business owners to figure out their paid traffic funnels before investing into SEO, whether be it SEM or social media advertising. Read the full article

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A/B Testing: What is It and Why You'll Want to Skip It

“Let’s do an A/B test”. This is a common buzzphrase thrown around during my agency and enterprise days as a digital marketer. Today, A/B testing is a popular concept used for decision-making amongst marketers, product teams and web developers.  However, as much as it is celebrated, there are compelling reasons to NOT A/B test. Now, before that, let’s look at what’s an A/B test, why do people do it and the benefits.

What is A/B Testing?

A/B testing, also known as split testing, is a method where you compare two versions of a web page, email, ad or an app feature to see which performs better.  You present version “A” to one group and version “B” to another, tracking how each performs on a specific metric such as click-through rates or conversions. The idea is simple: change just one element like a headline, call-to-action button, or product image and see which version gets more favourable results.

The Benefits of A/B Testing

The benefit behind the A/B test is relying on data driven decisions to improve business outcomes. Instead of relying on intuition or guesswork, A/B tests provide quantifiable data. Small changes like tweaking a headline or changing the layout of your landing page can lead to improvements in conversion rates​. Theoretically, if you manage to double your conversion rate from 1.5% to 3%, your sales is going to double. Holding all other variables constant. I use “casual A/B tests” mostly on an ad level. If I am running a video ad on Meta's advertising platform and it’s not getting the desired click through rate. I’ll switch up the headlines (as a “hook”) and look at the data for a couple of days. It is also common consensus amongst the digital marketing community to also test headlines on landing pages. Here are five common areas where A/B tests are applied: - Website Design: Testing layouts, call-to-action buttons, or navigation changes to improve user engagement and conversion - Email Marketing: Comparing subject lines, email content, or sending times to increase open rates and clicks - Advertising: Testing ad copy, images, or targeting to improve click-through rates and ROIs - App Features: Testing different app functionalities to enhance user experience or retention. - E-Commerce: Testing product descriptions, pricing strategies, or checkout flows to boost sales.

Free Tools for A/B Testing

A/B tests have to reach “statistical significance”. Statistical significance in an A/B test means that the results aren’t just due to random chance.  It tells you if the difference between version A and version B is real and not just a coincidence. If a test result is "statistically significant," it means you're confident that the changes you made (like a new headline or button colour) caused the difference in user behavior.  Usually, this confidence is set at 95%, meaning there’s only a 5% chance that the result happened by luck.For your A/B test to stand mathematically, I recommend using the AB Test Significance Calculator by SurveyMonkey​.

The Math Fun Behind A/B Tests

Now, here’s why I say that most marketers don’t truly understand A/B tests. When testing small changes in conversion rates, the number of visitors needed grows drastically as the conversion rate decreases: 50% to 55%: Needs 1,567 people per group. 20% to 22%: Needs 6,347 people per group. 10% to 11%: Needs 14,313 people. 5% to 5.5%: Needs 30,244 people. 1% to 1.1%: Needs 157,697 people. For a 0.1% to 0.11% increase, you’d need over 1.5 million unique landing page visitors.  You can interestingly observe that as the base rate gets smaller, you need exponentially bigger sample size to get reliable results. Source: https://www.evanmiller.org/the-low-base-rate-problem.html Let’s further math it into practical terms. Let’s assume you are paying $2 per click from Meta ads to driven traffic to a landing page converting at 5%.  You’ll then need at least $60,488 ($2 multiplied by 30,244) in advertising budget to confidently say that your test is statistically significant if your conversion rate increases to 5.5%. That’s ALSO assuming each click drives a unique landing page view on your landing page.

When and Why You Should A/B Test

Look, I can confidently say that if you are fixated on A/B testing button colours, you're missing the bigger picture.  If your marketing strategy focuses on tweaking minor design elements instead of addressing core customer pain points, product-market fit or building trust with your audience.  You have a business problem, not a “split testing” problem. Marketing success is built on understanding your customers: their motivations, needs, and barriers to purchase. Even though A/B tests are a buzzword thrown around marketing discussions. In reality it requires a good amount of time (and traffic) to gather enough data for statistically significant results.  This isn’t plausible for smaller websites with low traffic or a lower paid media budget. They can also often produce incremental improvements, which might not justify the time and resources invested.

How about… A/A Testing?

There's a blogger that ran A/A tests just to demonstrate the ridiculousness of running A/B tests. A/A testing is an experiment where two identical versions are tested against each other. Ideally, the results should be the same. However, if it’s different, it indicates sampling errors or flaws in your A/B testing setup. This helps point out natural variation that can occur when split testing, showing how often you might get false positives in A/B testing. The more interesting part is that it can occur just due to random chance, especially with small sample sizes. This goes to show that just because a test hits a significance threshold (often 95%) doesn’t mean the results are always valid. 

Small Sample Sizes Lead to Misleading Data

When you run tests on a small set of users, you are more likely to get skewed results. If you don’t have enough traffic, the variations between two groups may seem significant when they could merely just statistical noise.  In Kadavy's case, his A/A test showed a 300% increase in conversions even though he made no changes. Hence demonstrating how unreliable small sample tests can be. For the most part, small businesses often do not have the traffic necessary for statistically valid A/B tests.  Simple question to ask yourself: Do you have enough traffic to make the test valid? You can use a sample size calculator to check. In my experience, you are a hundred percent better off relying on qualitative data like customer feedback than investing heavily on split testing.

Minor Gains are Often an Excuse of Vision

In corporate speak, you may sound smart in marketing discussions for proposing A/B tests. However, A/B tests are often a poor excuse for a lack of vision. Yes, a website that looks like it’s designed in the early 2000s isn’t going to need A/B testing. It needs a revamp. If your customer acquisition funnel has poor images, is barely congruence to your Facebook advertising visuals… does it need an A/B test? Or does it need a revamp? 

Bro, do you even A/B test? As mentioned, A/B tests detract from long-term vision and bolder business decisions.  Secondly, if you overly emphasize data, metrics, you can lose sight of creative ideas and larger brand messaging.  Peter Thiel, a well known tech entrepreneur criticizes incrementalism, which is just making small improvements to existing ideas. He believes that entrepreneurs need bold visions, not constant second-guessing through endless tests.  Eric Ries, known for the Lean Startup concept, also warns against turning A/B testing into a strict routine. He argues that over-relying on tests can hurt creativity and agility.  They both mentioned that testing can't replace the big-picture thinking needed for true innovation.

100 Million Dollars in Revenue without a Single A/B Test

Ahrefs, an SEO tools company that grew to $100 million in annual revenue. They achieved this growth without a single A/B test​. They even did it without using traditionally data driven strategies or tools like Google Analytics, conversion tracking and retargeting. They offered no discounts, discontinued their affiliate programs and didn’t bid on competitor's keywords. Tim Soulo, their chief marketing officer, attribute their success to focusing on product development, constant re-iterates based on gut, qualitative feedback. Source: https://blog.getlatka.com/ahrefs-lessons-to-grow-revenue/https://kadavy.net/blog/posts/aa-testing/?utm_content=bufferb7ac0&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

My Own Experience with A/B Tests (Or a Lack Of)

I was an employee for a digital marketing agency serving small medium enterprises in Singapore. I also managed millions of dollars in paid advertising spend on an enterprise level. I always rejected A/B tests both internally and proposals from vendors. If I wasn't in the position to make the call, I didn't pay much attention to A/B tests. In short, I never bothered.  I also grew my first business, a dating advice blog for men targeted at the Singaporean market to more than 100k in sales without a single serious A/B test.  If I had a hunch that the headline copy of a three minute video ad on Meta platform was causing a drop in click through rates, I’ll duplicate it on an ad level in the ad dashboard, run it side by side with the original for a couple of days, and then look at the results. That is the CLOSEST I did to a proper A/B test.

Multivariate Testing: Can you Test Multiple Things at a Go Then?

Now, can you testing multiple changes (variables) simultaneously? Multivariate testing allows you to test multiple elements simultaneously. For instance, if you’re testing headlines and images, a multivariate test could assess how various combinations perform​. The downside?  Multivariate tests require significantly more traffic to achieve meaningful results, as you need a larger sample size to ensure that your findings are statistically significant. You're back to the same constraint: a lack of traffic (and budget to purchase that type of traffic). Then again, I’ll assure you that most marketing issues aren’t in single or multi variable tests. They are in your advertising creatives, customer research, messaging and lack of a product market fit.

Conclusion

All in all, should you conduct A/B tests? Yes, A/B tests can be helpful if it is implemented on high-traffic sites or customer acquisition funnels with bigger budgets. If you are spending hundreds of thousands on paid media buying per day, then A/B tests can be a good consideration. Here's the bottomline: if you are obsessing over testing button colours... then you’re probably missing the point.  In our opinion, marketing success is built on understanding your customers and addressing their pain points. Yes, Ahrefs grew to $100M in revenue without a single A/B test, no Google Analytics, no conversion tracking, just focusing on product development, listening to customers, good content marketing and reiterations. Read the full article

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Google’s Sandbox: What Is It and Get Unstuck + Case Study

Finding it difficult or rank a new or in active site despite your best SEO efforts? Google’s Sandbox is a term that’s been floating around the SEO community since 2004. The Google Sandbox is an unofficial concept suggesting that new websites go through a "probation period" during which their ability to rank in Google’s search results is temporarily suppressed regardless of your SEO efforts. The Google Sandbox can be applied to both new and in-active websites.

Google’s Official Statement on the Sandbox

Google’s search relations team lead, John Mueller has denied the existence of a specific sandbox filter 25:38 in the recording during a Google webmaster hangout. However he acknowledges that their algorithms may need time to understand where new websites fit in relation to the rest of the web.  John Mueller also explained that new websites may find it challenging to rank initially because they have fewer signals, such as backlinks.

Our Own Website’s Data in "Google’s Sandbox"

Now, let’s use our own online marketing agency’s website Threelittlepigs.pro as a case study. Our agency is trying to rank for competitive keywords in Singapore’s digital marketing space such as: “SEO agency Singapore” “SEO services Singapore” “SEO consultant Singapore” “SEO expert Singapore” “Digital marketing agency Singapore” “Lead generation Singapore” Let's see how I fared since registering the domain. Our Domain Age Our check was on 29th August 2024. Threelittlepigs.pro was registered on: Monday 5th of July 2021. It's 3 years, 1 months and 24 days or 1151 days old. Our Site's Inactivity The site was registered on 5th July 2021 and was generally inactive until September 2021. I started to build some backlinks using the Skyscraper method and did some guest posts during towards the end of 2021. However life got in the way and I left it inactive till June 2024. Yes I know, I ain't a perfect SEO... neither is anyone. Our Link Building and Content Efforts I started building links, around 5-10 backlinks a month from June 2024, and started posting content targeted some long tailed local SEO keywords. Here's a screen shot of our posting frequency: Our blog's content is mostly humanly edited from A.I. outlines. Yes, it is my opinion that A.I. can't completely replace human writers just yet. However, A.I. is great at brainstorming outlines, and expanding on sections of content that you may run out of creative juice for. Here's our backlinks growth and organic positions data: Our site started being "noticed" by Google, and we got into many of the top 100 rankings on local search engine results. Social Signals Our site isn't really big on social media engagement, and SEO is still a pretty nerdy and niche topic in Singapore Hence forth, there's not much likes or follows on our social media. It is arguable that social signals may be one of the factors that can help you "escape the sandbox". To help with that that, you can run a paid social media engagement campaign on Meta ads. Or you can choose to leave it. I didn't run any engagement ads. The Results Our agency got our first SEO generated lead within two months of starting to publish content and link building. (Read: No, I'm not going to start shouting on social media that you can rank page one in two months) One of our targeted pages is also ranked on the 4th to 5th page of local SERPs. However, despite continuing to build high quality links and publish content onwards in August 2024 (the 3rd month), there has been no movement on the search results. That may... be alluded to the Google's Sandbox.

Tips to Get Out of the Sandbox

- Content Quality High-quality and unique content is the bare minimum these days for ranking in the SERPs. This is in light of Google’s helpful content updates in recent years. They’ve taken a tougher stance on people’s first, high quality content. - High Quality Backlinks Yes, getting high quality backlinks. This signals to Google that your site is trustworthy. Google’s API leak confirms it, alongside other technical SEO and UX factors. Rand Fishkin from Moz even suggested that relying solely on acquiring lower-quality links, such as those from SEO-specific directories, article submission sites, reciprocal links, dofollow blog comments, and forum signature links, could potentially extend your time in the "sandbox."  - Technical SEO and UX Make sure your site is technically optimized for speed, mobile-friendliness and has a clear URL structure. The implement on-page SEO practices like using headings tags, alt texts, and internal links. Ensure that your site is easy to navigate and provides a great user experience, menus, contact us pages, etc. You can also use Google Search Console to identify potential indexing issues.

Time for SEO to Work

The SEO community generally agrees on average that it takes 4 to 6 months for noticeable improvements in a website's ranking and traffic.  This may correlate to the notion of a “Google sandbox”. To second this, Ahrefs conducted a study on over 2 million keywords. They found that only 5.7% of newly published pages make it to the top 10 results on Google in one year.

Conclusion

My view is that whilst Google Sandbox remains an unofficial concept, the hypothesis can be viewed as informally valid as many new/ inactive sites experience a delay in ranking.  Whether it is due to Google’s caution with new content or simply a lack of authority signals, the best approach is to focus on people's first content, quality backlinks and good user experience. You increase your chances of breaking free from any "sandbox effect" and achieving higher visibility in search results. Read the full article

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How to do Lead Generation with AI - ChatGPT Examples

Today, you can use A.I. to help you generate leads for your local business. I am a huge user of ChatGPT, and use it in my day to day operations for my business. You can use ChatGPT to craft personalised emails for your products to outreach emails and brainstorming buyer personas. If you are a marketer (or really, any business owner), you’re juggling multiple tasks, from operations to customer service and to content creation. It is time-consuming. ChatGPT and A.I. can streamline your marketing processes, leaving you to focus on higher impact activities.

How to Use AI For Lead Generation

ChatGPT is perfect for creating content that helps you attract potential customers and leads Whether you’re writing emails, social media posts, or landing pages. It is a pretty good tool for creating copy for first drafts. Step-by-Step Prompts to Use ChatGPT for Lead Generation Set the Stage:  “Craft an email outline to our newsletter, introducing our new travel insurance plan. Start by addressing a common concern Singaporeans face when traveling, such as unexpected medical emergencies or trip cancellations. Then, present our travel insurance as the perfect solution, highlighting how it provides comprehensive coverage and peace of mind.” The Audience and Tone:  "Make the email more personalized by mentioning how our products can solve a common problem Singaporeans might face, such as reducing waste in a small urban environment." Crafting Landing Page and Blog Article Outlines I am not a fan of using ChatGPT for word for word direct response copywriting. Currently, it still lacks depth. However, ChatGPT is great for creating outlines, whether be it for a landing page, blog article or a podcast. Prompt: "Create a landing page outline for a webinar about the benefits about SEO the benefits of link building. Include sections like an introduction, benefits, testimonials, and a call to action. I’ll upload three key articles on our brand and SEO, please learn from it and take into consideration whilst building the outline" Personalizing Email Outreach and Email Sequences Today, I use GPT to create email sequences for SEO link building outreach. You can use the same concept for other types of outreach. Yes, including lead generation. Set the stage: "You are to write a 3 day automated follow-up email sequence for our outreach program regarding X product or Y pitch. In the first email, mention a few key benefits of X brand/ Y product and how it can help them with their specific challenges. I’ll upload a transcript the product/ brand and please deep dive into that for the outreach emails" Set a friendly tone: "Keep the message friendly and non-salesy, focusing on building a relationship first." Social Media Posts to Distribute Content You can always transcribe your Youtube video, blog post and then upload it to GPT. Here’s the prompt: “You are to promote my blog post or Youtube content on social media. Generate 5 variations of headlines and body for each social media post to promote our new blog posts. Each post should be engaging, include a call to action, and be tailored for Instagram, Twitter, and LinkedIn."

Identity and Brainstorm Buyer Profiles

Customer research is a keystone to effective digital marketing. If you run out of ideas, you can always feed ChatGPT with your business's existing data, get it to sort the data, and help you brainstorm. Step 1: Prepare Your Customer Data Before you start, gather key customer data points, such as: Demographics (age, gender, location) Behavioural data, purchase history (frequency of purchase, types of products/services) Interests and preferences Pain points, Fears Desires, fears Objections to purchase No buy surveys/ Common feedback Compile the data into an excel or PDF and upload it to GPT. Step 2: Start with General Buyer Profiles Example Prompt: "Based on the following customer data, help me create general buyer profiles: ." Example: "Based on our customer data, most of our customers are aged 25-40, live in Singapore, and frequently purchase travel insurance for trips to Southeast Asia. Help me create a general buyer profile for these customers." Example: "Identify key segments among customers who buy travel insurance frequently. Consider factors like age, destination preferences, and frequency of travel." Step 3: Brainstorm Deepen Each Profile Prompt: "For each identified segment, provide more detailed buyer profiles. Include details like their travel habits, specific needs from travel insurance, and common pain points." Example: "For frequent travelers aged 30-40 who visit Southeast Asia, create a detailed buyer profile. Include their travel habits, what they look for in travel insurance, and any concerns they typically have." Step 4: Identify Potential New Segments Prompt: "Given the existing data, brainstorm potential new customer segments we might target. Consider any underserved demographics or new trends in travel that could influence our strategy." Example: "Brainstorm potential new customer segments we could target, such as digital nomads or retirees who are starting to travel more. How could our travel insurance appeal to these groups?" The key here is to be conversational with ChatGPT, and not rely on modelled prompts. The more data you feed ChatGPT, the better your output will be.

How to Use AI for Chatbot for Lead Follow Ups

Today, you can build a customer service chatbot using A.I. and/ or ChatGPT for a fraction of the cost. The pros? Your chatbot is available round-the-clock, provide personalised conversations, and can qualify your leads. They can manage multiple chats at once, making it easier from a cost standpoint. Secondly, you can automate industry trained follow-up messages, keeping potential customers engaged and moving them through the sales process. Step 1: Choose a Platform Use a platform like Voiceflow to build your AI chatbot. Voiceflow is user-friendly and popular with companies like Amazon and BMW. Step 2: Upload Knowledge Base Secondly, gather and upload relevant documents in PDFs or text files that contain the industry information your chatbot will use to answer questions. Step 3: Design the Chatbot Flow Greet the User: Set up the chatbot to greet users and capture their queries. AI Response: Use AI to generate answers based on the uploaded knowledge base. Step 4: Test the Chatbot Run tests to ensure the chatbot is responding correctly to various queries. Step 5: Deploy the Chatbot Publish the chatbot and embed it on your website using a simple code snippet.

Other Worthy A.I. Tools I Use for Lead Generation

Our digital marketing agency uses Canva and Descript regularly for lead generation activities. They come with A.I. features that can assist in creating content. - Canva Canva is an easy-to-use graphic design tool that helps you create cool visuals for things like marketing, social media, and presentations. Features like the AI image generator and Magic Resize allow users to produce custom images and designs tailored to specific audiences and platforms, improving the effectiveness of marketing campaigns. They have an A.I. image and video generator as well. - Descript Descript is an AI-powered tool. It makes video and audio editing fast and simple, helping marketers quickly produce quality content. I use Descript to quickly edit Youtube videos/ podcasts. It’s extremely helpful for content creation, which helps with overall lead generation. Text-Based Editing: Edit videos and audio just by changing the text, so it’s easy to cut and move things around. Overdub Feature: Create new audio by typing, using a clone of the speaker’s voice. Regenerate Features: Helps fix issues like mismatched tones, dull dialogue, or background noise without needing to re-record

Conclusion

Today, you can hire one or two AI-trained marketers (or hint: an agency like ours); they can double or triple your lead generation efforts with AI. However, do note that AI currently cannot 100% replace human input. This article is still written and edited by a human, even though I did use many of the same ChatGPT prompts I provided in this article. Read the full article

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Lead Generation vs. Demand Generation: For Powerful ROI?

For small medium businesses to enterprise level marketing, there are generally two main marketing strategies: lead generation and demand generation. They might sound similar, however, serve different purposes and work well together. Lead Generation is turning online traffic, whether paid or organic and converting them into leads. These are leads your sales team can call, follow up with directly. Demand Generation is about creating awareness and interest in your product or service. It is about getting people to notice you, create buzz, excitement and focused on more on top of funnel activities.

Section 1: Understanding Lead Generation

Lead generation focuses on immediate lead capture and conversion, primarily on bottom-of-the-funnel activities where potential customers are ready to make a purchasing decision. These are individuals or businesses that have shown direct interest in your product or service and can be turned into paying customers. Key Strategies - SEO and PPC Advertising: Increase visibility and attract targeted traffic through search engine optimization and pay-per-click ads. - Paid Social Media Campaigns: Utilize lead capture forms on platforms like Facebook. Benefits - Measurable ROI: You are able to tracking marketing spend turned into leads, turned into customers.

Section 2: Understanding Demand Generation

Demand generation, on the other hand, is more focused on building interest and awareness for your brand. It reaches a broader audience and aims to create excitement around your product. It involves a mix of marketing activities designed to garner attention and interest. It focuses on awareness, nurturing prospects from the top of the funnel. It involves guiding potential customers through a buying journey. The goal is to also foster trust and loyalty among your audience, turning one-time buyers into lifelong customers. Common Demand Generation Strategies Used - Influencer Marketing: Partner with influencers to reach new audiences, create excitement and build trust. - Social Media Advertising: Use paid ads on social platforms to engage with your audience and keep your brand visible. - Offline Events: Host in-person events to create buzz around your brand - Seminars and Webinars: Educate and engage your audience with both online and in-person events. - Content Marketing: Create valuable content like eBooks and blog posts. - Email Campaigns: Send targeted emails to keep your brand top-of-mind. Benefits - Builds a Database: Creates a list of potential customers for future marketing efforts.

Key Differences Between Lead Generation and Demand Generation

Metrics and Measurement: - Lead Generation: Focuses on conversion rates, cost per lead, and lead quality. - Demand Generation: Focuses on brand awareness, website traffic, customer feedback and audience engagement. Stages of the Sales Funnel: - Lead Generation: Works at the bottom of the funnel, turning interest into sales. - Demand Generation: Operates at the top of the funnel, creating interest and drawing in potential customers. Here's an example of a sales funnel:

Factors to Consider: Lead Gen or Demand Gen?

I assume most businesses's primary goal is to drive immediate sales. Therefore lead generation is the go to strategy. However, if you're launching a new product or service that lacks product market fit then you should not only rely on direct lead generation. For audiences unfamiliar to your new product, demand generation strategies can be used to raise interest. Choosing lead generation or demand generation depends on constraints such as budget and team capacity. Resource Constraints - Marketing Budget: Lead generation might give quicker returns by focusing on ready-to-buy prospects. - Team Capacity: Demand generation often needs a larger investment in content creation and advertising. - Marketing Tools: The marketing tools you have available. Tools like CRM systems and automated marketing platforms can help lead and demand generation strategies go together.

Key Decision Factor: Product-Market Fit

If your product has achieved product market fit then lead generation strategies are the go to. However, if it is still finding its place in the market, or if you're launching a new product, then leaning to demand generation can be helpful. Yes, demand generation activities can help you understand your market's needs and adapting your product offerings accordingly. Strategies for Establishing Product-Market Fit - Customer Feedback Loops - Talk with your customers to learn about their needs and how your product can help them. Use this feedback to improve your product and make sure it matches what the market wants. Keep improving your product based on feedback and market changes. - Competitive Analysis - Look at your competitors to see what makes them successful. Find any gaps in their products that your product can fill, and use this to stand out in the market.

How Lead Generation and Demand Generation Work Together

Many may think that demand generation and lead generation should be done separately, but combining these strategies can lead to killing two birds with one stone. How to Combine Demand and Lead Generation You can integrate demand and lead generation to create a customer journey from awareness all the way to purchase. - Demand Generative Content Marketing Start by creating buzz through creating top of funnel SEO optimised content, Youtube content, online webinars and/or offline events. The form of content here should both educate and entertain. - Use Branded Social Media Advertising Use social media ads to create excitement about your products. Make sure your ads show what makes your product unique and why people should be interested. Include a customer journey in the advertising process that makes it easy for users to sign up or ask for more information. Best Practices for Combining Strategies - Align Marketing and Sales Teams Ensure your marketing and sales teams work together. Sales teams can provide marketing teams with direct customer feedback allow. This cooperation quickly helps turn potential customers into actual buyers. -  Continuous Nurturing Engage your lead database using a mix of demand and lead generation tactics. You can send content and personalized messages to nurture your audience. Use email marketing, send them offers such as discounts and direct call-to-actions to purchase from you.

Example: Fitness App Launch Campaign

Let's use an example. You are launching a fitness app and the goal is to increase brand awareness and get people to sign up for a new fitness app. Campaign Overview - Platform: Instagram, Facebook, and YouTube - Target Audience: Health-conscious people aged 31-49 who are interested in fitness and wellness. Branded Demand Generation - Content: The story and content in the ads should show a middle aged individual reaching their fitness goal whilst using the app’s custom features like personalised workouts and tracking capabilities. The message should be motivational, encouraging users in the target audience to start their own fitness journey. - Call-to-Action (CTA): Encourage users to "Start Your Free Trial Today" sending the user to an app download page that captures their name and email. On the page, it should stress that the free trial is only available for a limited time. - Objective: The goal is to build awareness of the brand (demand generation) and turn interested viewers into active leads by offering immediate value with a free trial. - Follow-Up Nurturing: When users sign up for the free trial, send them personalised emails or push notifications with tips on how to use the app, success stories, and content to encourage them to continue using the app and become paid subscribers.

Conclusion and Recommendations

The marketing mix between lead generation and demand generation should be guided by your audience's awareness levels, your team's resources and the product-market fit of your services. For products with established market fit, lead generation can effectively drive conversions and sales. However, if your product has not achieved product-market fit, then you need to focus more on demand generation to build awareness and gather the insights necessary to tailor your offers to market needs. Here is our recommended roadmap: Focus on lead generation to drive conversions and sales from existing interest. Then, simultaneously, use demand generation strategies to create customer feedback loops to get insights and product-market fit. Read the full article

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Lead Generation for Financial Advisors Without Cold Calls

I generated more than six figures in my first dating advice consulting business for men, which relied on high-quality lead generation, appointments, and in-person sales. I also worked for one of the biggest digital insurers in the region, selling millions in premiums per month during my enterprise days. The consulting business is similar to the financial advisory business. Today, there are multiple marketing agencies providing lead generation to financial advisors and insurance agents in Singapore. They take different approaches from selling the product directly, to branding the agent... to Tiktok videos... etc. However, here is how I'll do if I was in in the shoes of a financial advisor.

Niching Down in Your Market

Firstly, I'll ignore most of the total market and narrow down to a specific segment. You'll want to carve out a market segment that has both the ability and willingness to pay. This ensures that you’re not just generating any leads, but those who are most likely to convert into profitable clients. For example, products like retirement or savings plans are high-margin products and offer high commissions for financial advisors. There is going to be a certain client profile that is seeking out such products. Once, an insurance agent acquaintance of mine told me he doesn't want to sell to anyone below 40 years old because investors below that age are more hands-on and wouldn’t require a financial advisor. That is a form of honing in on a niche market. This also makes sense from an economic perspective, helping you recoup and make a profit on advertising spend. Yes, these products may be similar across insurance companies. However, it is how you deliver your message and consult clients that'll set you apart. - Economics of Lead Generation Let’s say you make $1,000 profit per sale of a retirement plan, and it costs you $30 to get one webinar sign-up. If the net conversion rate on live webinars is 5%, you’ll need 100 sign ups to convert 5 leads, hence resulting in $5,000 in revenue. The key idea here is to get the economics of your business right from the get go. Hence, you’ve got to refine this process until your live webinars convert at the right rate before scaling.

The Pitfalls of Quick Lead Capture

One common mistake is running an ad and immediately trying to capture contact information. There are many Facebook marketing agencies that do this. They run simple lead form ads and all the user has to do is to fill in their information, and the user become a lead.

This may generate a large number of leads, but the quality of those leads are often low. The reason? The resistance to becoming a lead is minimal, which means many people may sign up without any real intent to follow through. High quality lead generation exists on a continuum. On one end of the spectrum, highly qualified leads are those who have consumed your content and are genuinely interested in your services. On the other end, you have low-quality leads—those who may have signed up out of curiosity or by accident. The goal is to increase the quality of your leads by creating a process that naturally filters out those who are less likely to convert. This is commonly known as a sales funnel in the online marketing industry.

Live Webinars, Is it a Dinosaur Method Today?

Instead of trying to capture leads immediately, consider a more structured approach: run an ad that leads to a live webinar, and then encourage attendees to book a call. You can't automated a webinar until you're sure that the live version converts. Here’s why you got to go LIVE: - Live Webinars Provide Valuable Feedback Hosting a live webinar allows you to interact with potential clients in real-time, gathering feedback that can help you refine your marketing message. This interaction is crucial because it ensures that your content resonates with your audience. You can ask questions, get them to fill in survey forms, and most of all, it allows you to tweak your messaging from the first to second one, so on and forth. - Test Before Automating Many people rush to automate webinars before perfecting their live presentations. However, if your live webinar doesn’t convert, automation won’t save you. It simply makes sens right? There fore, you got to focus on honing your live webinars first, ensuring that your conversion rates are where they need to be before automating the process.

Refinement Is Key: Listen to Customers

The different mechanisms of your lead generation process can then be continually refined based on customer feedback and data. After each webinar, you can gather feedback from attendees, what resonated with them, what didn’t—and use this data to improve your approach. - Send out SMS and ask for feedback - Listen to them on free consults - Send out emails and survey forms This ongoing refinement can significantly boost your conversion rates. For instance, if you initially convert at 4%, but through refinement, you double that to 8%, you’ve just drastically increased your profitability. I can't stress this enough but successful campaigns, whether in e-commerce or lead generation both rely on constant feedback from customers. Hence forth, by listening to their needs and refining your messaging accordingly, you can adjust both the message and the offer of your products.

Scaling Your Business

Once you’ve refined your front end lead generation process and have consistent conversion rates, scaling becomes a matter of increasing inputs such as ad spend and impressions. This can't be achieved if you're losing money if your conversion rates at poor or negligible. Lastly, the big profits come from lifetime value (LTV) of a customer without additional advertising costs. The lifetime value of a customer represents the total revenue you can expect from a single customer over the entire duration of your relationship with them. - Repeat purchases, upsells, down sells and side sells - Referrals Therefore, your email list and sms data base becomes an asset. Your email list is a direct line of communication with your customers and potential clients, allowing you to nurture relationships, build trust, and maintain engagement over time. You can send them content pieces, such as informative blog posts or exclusive video content. You can look for a graphic explanation of the system here:

Conclusion

Everyone is a lead in the financial advisory business. However, it is the quality leads that matter. The key is to build a process that naturally filters out the noise. Our choice is a live webinar. It can seem daunting to go live, but live webinars  allow you to interact directly with potential clients, tweak your approach on the fly, and get a ROI positive conversion rate  before going on to automate it. Then build up an asset base such as an email list and continually to value add to your audience through content pieces. Read the full article

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How to Do Lead Generation for Real Estate (No Door Knocks)

Yes, real estate in Singapore is lucrative. Selling a resale condo can earn over $30,000 in commission before splitting with a buyer’s agent. The Singaporean real estate market is highly saturated, with numerous agents competing for the same pool of potential real estate transactors.

One of the biggest challenges agents face is generating high qualified leads that trust them: standing out in a crowded market. You can't be selling just properties anymore, you got to develop a strong personal brand and unique selling propositions (USP) about YOU!

Here are Broad Strategies to Differentiate Yourself

Niche Down and Specialise Specialise in a particular type of property or market segment, such as luxury condos, first time upgraders or first-time homebuyers. This focus allows you become an authority in that area​. Heart doctors get paid more than general practitioners. Specialists get paid more than general practitioners. You can't sell everything to everyone. Build a Personal Brand It is no longer enough to showcase properties. You got to sell YOU! Your personal brand that reflects your values, expertise, and personality.  Case Studies Testimonials Use client testimonials and case studies to build trust. Use case studies to demonstrate your successes and how you've helped clients reach their real estate goals. Include these case studies, testimonials and stories in online presentations to show how you helped clients succeed in real estate. They can be helping a married couple to upgrade from HDB to a condominium. Or helping a high net worth client optimize their real estate portfolio, helping them plan for their children... etc.

Pros and Cons of Traditional and Outbound Marketing

I receive flyers every other day at my HDB estate for real estate. There is also the occasional agent going about door knocking. Flyers and door knocking are under the category of traditional marketing.  Flyers and Physical Mail Pros: Tangible Impact:  Flyers and physical mail may create a lasting impression and is more likely to be remembered than digital ads​. Targeted Reach: Focusing on specific neighbourhoods or demographics, you can ensure that your message reaches the right audience​. For example, HDB estates that have recently hit their minimum occupancy period. Cons: Costly: High quality flyers and postage can be expensive. Lower Engagement Rates: Many recipients may ignore or discard physical mail without reading it​.

Door Knocking Pros: Direct Contact: Provides an opportunity to speak directly with potential clients and address their questions or concerns​. Immediate Feedback: This allows agents to gauge interest and adjust their pitch in real-time​. Cons: - Time-Consuming: These methods require a significant time investment and may not always show immediate results​ - Intrusive: Some prospects may view cold calling and door knocking as invasive, which can lead to negative interactions​. - Not Scalable: Let's be serious, how many HDB neighbourhoods can you knock at one go? How Much Can You Stand Out as a Thought Leader, Expert and Authority through These Methods? However, the problem with door knocking and flyers is that they are both un-persuasive. They don't position you as an authority or a brand. The majority of flyers I receive are bland and are ignored. Yes, they may be nicely designed. However, they mostly aren't written in a manner that gets me to know, like and trust the agent on the flyers. Secondly, if everyone in the real estate industry is doing the same thing, sending the same type of flyers... are you really that different? Since we’re a digital marketing agency and of course we are biased. I highly recommend building an online marketing system for real estate lead generation for agents.

Three Biggest Benefits of Online Marketing Systems 

Systems are Scalable: Inputs and Outputs, easily scalable to a seven figure million dollar system Pre qualify leads -> people who don’t attend your online webinars or book a call with you aren’t really qualified The data captured is re-marketable through SMS and email marketing By posting and distributing high quality content posted online, you can differentiate yourself as an authority in the industry The ability to easily differentiate, stand out through visuals -> images, videography

How to Build an Online Marketing Clients Getting System for Real Estate

Yes, online webinars are inherently difficult to execute and perform. There is a lot of setup and technical expertise required that goes into online webinars. Yet, it can be a major differentiator in the market. That is because it is inherently difficult to do. Highly Relevant Topics Live webinars and online presentations allows you to focus on topics that address common questions or challenges faced by buyers and sellers in your market​. Efficiency One stone to kill multiple birds? Yes, online marketing, preparing and conducting a webinar can reach hundreds of potential clients at once, making it a more time-effective method than door-to-door visits. Position Yourself as an Expert Invite industry experts or guest speakers to join your webinars. This not only enhances the quality of your presentations but also associates your brand with recognized figures in the industry, boosting your authority. Engage and Educate Use webinars as a tool to educate your audience about the real estate process, from buying and selling to investing. Educated clients are going to trust your advice and perceive you a go-to expert in the field. Targeted Marketing Only interested participants are going to sign up to attend. This is a pre-qualifier. Online webinars also allow for more accurate audience targeting through registration forms that collect data on attendees’ preferences and problems faced. This enables real estate agents to customize their webinars to the audience’s specific needs. Highlight Success Stories Through webinars, you can showcase your testimonials and success stories from satisfied clients to build trust and credibility​.

The system is not complicated: Ad -> Landing Page -> Live webinar -> Book a Call -> Use email or sms to follow up. Then simply repeat and optimise this through feedback.

Re Marketing Through Email Marketing and SMS Follow Ups

Email marketing and SMS follow ups through data capture on landing pages can help you nurture leads effectively over time: Promote Your High Quality Content: You can create automated emails or broadcast  valuable information that adds value to your audience. Track Engagement: Use analytics to monitor open rates, click-through rates, and conversions to refine your campaigns. If you are not comfortable with webinars, then you can consider lead magnets. Lead magnets are valuable resources offered in exchange for contact information, helping you grow your email or sms database. You can develop guides, checklists, or e-books that provide value to potential clients, such as a homebuyer's guide or selling tips​. Then promote them in opt in pages on your online platforms and drive paid traffic to it.

Best Traffic Channels for Lead Generation for Real Estate

Our digital marketing team has generated millions of revenue for clients from both Youtube and Meta platforms. Let’s not complicate traffic channels and focus on these two for real estate lead generation. Meta (Facebook and Instagram) Advertising Behavioural and Demographic Targeting Meta's targeting based on behaviours like recent website visits, interaction with related real estate content is unbeatable. Their targeting includes life events such as engagements or moving, which are powerful indicators of a need to buy or sell property. Needless to say, Meta’s accuracy in advertising is uncannily scary. Re-Marketing Tools  Meta’s ability to retarget users enables you to re-engage with users who have shown interest but have not yet taken action, keeping your real estate brand top-of-mind and increasing the likelihood of a high qualified lead. YouTube Advertising Youtube platforms is a great competitor to Meta’s, in terms of high engagement for video like content and here’s why: Virtual Tours and Listings Video content such as virtual tours and detailed listings can capture the beauty and value of properties much better than photos alone, providing a 'real-life' experience. Educational Content  You can create high quality video content that educates potential buyers on investment opportunities, market trends, establishing your authority in the real estate field. Cost Efficiency YouTube offers a cost-per-view pricing model, where you only pay when viewers watch the ad for at least 30 seconds, ensuring budget spend on interested users. Youtube ads are still much cheaper than Meta advertising today. 

Conclusion

In Singapore's competitive real estate market, standing out as an agent is essential. Traditional methods like flyers and door knocking are no longer enough. Online marketing systems is a game-changer for agents looking to differentiate themselves. They allow for agents to engage directly with potential clients, showcasing expertise and building trust. Moreover, online marketing offer scalability and efficiency, reaching a wider audience in less time and with fewer resources than traditional methods. Combined with powerful paid advertising platforms like Meta and YouTube, you can use targeted advertising to fill up an entire room of qualified leads awaiting you to present your real estate story today. Read the full article

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E-Commerce SEO: Guide to 10x Online for Singapore Business

E-commerce in Singapore is booming. It is also highly competitive between platforms such as Shopee, Carousell, Lazada and many other small to medium businesses vying for digital real estate on search engines, making E Commerce SEO an invaluable part of their online operations. This is especially true for small to medium enterprises using E Commerce as a main channel of sales. SEO traffic is invaluable. SEO drives organic traffic, boosts online visibility and sales. Unlike pay per click advertising, SEO offers long-term benefits, ensuring continuous traffic growth and cost-effective marketing.

What is E-Commerce SEO?

E-commerce SEO involves optimizing an online store to improve its visibility in search engine results. The end goal is to increase sales, conversions and revenue online. It includes keyword research, on-page and off-page SEO, and technical SEO, focusing on product pages, category pages, and site architecture. - Keyword Research: Identifying commercial search terms that potential customers use. - Content Marketing: Mapping keywords to SEO optimized content/ pages. Ensuring content is helpful and beneficial. Secondly, answering keyword and user queries. - On-Page SEO: Optimizing product pages, meta descriptions, and internal linking. - Off-Page SEO: Managing an outreach team and building backlinks. - Technical SEO: Enhancing user experience on product pages: site speed, mobile-friendliness, and crawlability. I can't go in-depth into all sections on all pointers in one article. However, this article shall delve into actionable steps you can take today for your online store.

Singapore's E-Commerce Market Statistics

Singapore’s E-commerce Market is is expected to continue its upward trajectory with increasing internet penetration and smartphone adoption.  - Market Growth The E-Commerce market in Singapore was valued at approximately USD 16.38 billion in 2023 and is projected to grow to USD 23.52 billion by 2027, with a compound annual growth rate (CAGR) of 9.4%​ (GlobeNewswire)​. This growth is fuelled by a advanced digital infrastructure, a tech-savvy population and high disposable incomes. - Mobile Usage Singapore boasts one of the highest smartphone penetration rates in the world, estimated at around 88%​. Singaporean consumers are highly engaged with mobile technology, spending an average of 45 hours per week online. This extensive mobile usage supports a thriving mobile commerce sector, which generated $4 billion in revenue in 2021 and is projected to grow to $11 billion by 2025​. Source: Commission Factory Blog. - Consumer Preferences In addition to high mobile penetration, Singaporean consumers show a strong preference for purchasing electronics and fashion items online. This is complemented by a growing trend of live streaming on e-commerce platforms like Tiktok where users can engage in real-time online shopping experiences​. E commerce is a multi billion dollar market and growing. You should NOT ignore it!

Here is Why You You Care about E-Commerce SEO as a Business Owner

Our team made comparisons between SEM and SEO. Yes, pay per click advertising itself can give you enormous results. However, E Commerce SEO is definitely an invaluable long term investment for your business. Here's why: - Long-term Traffic Growth: SEO ensures continuous traffic growth, essential for building a sustainable e-commerce business. - Cost-effective Marketing: SEO reduces dependency on paid ads, giving you diversification of traffic. Imagine dominating the top of organic and paid traffic. Organic traffic can also reduce the financial reliance on pay per click advertising in the long run. - Building Brand Credibility: Top ranked sites on Google are perceived as more credible.  - Competitive Advantage: Highly relevant organic traffic gives you an advantage to outperform competitors. SEO allows you to capture more market share.

How to Improve Your Product Pages for E-Commerce SEO

- Keyword Research Identify relevant keywords, including long-tail and commercial intent keywords. Tools like SEMrush can help analyze competitor keywords, giving you insights into which terms are driving traffic to similar sites. Here I analyze the Singapore's bird nest by popping to top search result of "bird nest Singapore" into SEMrush.

Clearly, there is clearly search volume from local Singapore search engine on bird nests. - Use Title Modifiers Enhance CTR with modifiers like "Best," "Cheapest," and "Top-rated." These modifiers can make your titles more compelling and clickable, which can improve your search engine rankings. - Using Social Proof Insert customer reviews, ratings, and testimonials in your landing page. Social proof helps build trust and credibility with potential customers, making them more likely to make a purchase. You can reach out the social media influencers and get them to endorse your product.

User Experience/Interface Use high-quality images. If you're selling products online, high quality visuals are non negotiable. Your page's user purchasing experience, general flow, spacing, UI/UX, payment systems must signal trust to the consumer. They are after all, transacting online. SEO tip: SEO optimize your images with descriptive alt text. - Implement Schema Markup Use schema markup for products pages. Search results can enhanced with rich snippets. These snippets can include star ratings, product prices, and availability, making your listings more attractive.

Common Content SEO Problems for E-Commerce Sites

- Duplicate Content Using content audit tools too suss out duplicate content. Then use canonical tags and noindex tags to handle duplicates. Canonical tags help you specify the preferred version of a page, while noindex tags prevent search engines from indexing duplicate pages. - Too Manage Pages/ Thin Content Manage crawl budget by consolidating pages. Large e-commerce sites can have thousands of pages, which can overwhelm search engine crawlers. Consolidating similar pages can help ensure that all your important content gets indexed. Secondly, thin content offers little value to users, takes up your crawl budget and doesn't help your search engine rankings. Make sure all your pages have substantial, informative content that meets the needs of the keyword query.

Helpful, Non Fluff Content Marketing for E Commerce SEO

Helpful, unique, rich content on your product pages is going to help in ranking that product page against other competitors in the SERPs. There are many fluffy copywriters in the market. That is why content briefs are important. Here are some guidelines that our team follows when hiring.  Ensure your product pages are packed with value and insights that actually help the reader. - Clear Product Descriptions Use primary and secondary keywords naturally within the text. Make sure your descriptions are informative, highlighting both benefits and features of your products. - Detailed Insights and Reader Impact Offer important details that directly affects the reader. For instance, don’t just describe a product’s features, explain how these features benefit teh reader. Help them make informed decisions and persuade them of the product's value. - Expert Opinions/ Evidence Based Information Includes insights from industry experts. Leverage expert's extensive knowledge to provide the reader with authoritative opinions. - Clarification on Complex Topics Some times, products may be highly technical. Your content has to break down intricate topics into understandable segments. The goal is to demystify the technical jargon and provide clear, concise explanations that average reader can grasp. - Practical Instructions Provide expert instructions that show you exactly how to use the product features. You can include step-by-step guides through infographics or text in your product pages.

Technical E-Commerce SEO Strategies

Here are simple technical considerations you can pass to your team today to implement. - Flat Site Architecture Ensure easy navigation with minimized clicks to important pages. A flat site architecture means that users can reach any page on your site within a few clicks, which improves usability and helps search engines crawl your site more efficiently.

- Short, Keyword-Rich URL Structure Use descriptive URLs. Short, descriptive URLs that include your target keywords can improve your search engine rankings and make it easier for users to understand what your pages are about. - Internal Links Link strategically to high-priority pages to enhance crawlability. Internal links help search engines discover new content on your site and distribute page authority more effectively. - User-friendly Design Ensure a user friendly intuitive design. In simple terms, this means get your basics right: menus, no broken links, easy navigation bars, breadcrumbs. Easily accessiblility in general! User-friendly designs keeps visitors on your site longer and reduces bounce rates. I mean Google did leak that bounce rates and time spent are ranking signals. ;) Mobile Responsive Design/ Friendly Navigation Singaporeans LOVE using their phones. Hence forth, ensure your site is user friendly on all mobile devices. Ensure that mobile users are able to easily navigate your site. This involves designing menus and navigation bars that are easy to use on smaller screens, ensuring that users can find what they need quickly and easily. These days, almost every other theme is mobile responsive. However, it's never late to re-check. Mobile responsive designs automatically adjusts the layout of your site to fit the screen size of the device being used, providing a seamless user experience. - Site Speed Tools like Google PageSpeed Insights can help you test and offer suggestions to improve site speed. Slow-loading sites frustrate users and negatively impact both user experience in SEO. Use tools like Google Lighthouse to identify speed issues. Get your web developer to implement technical SEO audits: image optimization and browser caching.

How to Build Backlinks for E Commerce SEO

On page optimisations, helpful content and a smooth user experience is only 20% of inputs that drive results. Ultimately, backlinks are the needle mover for SEO. High-quality backlinks from reputable sites signal to search engines that your site is authoritative and trustworthy. Yes, and not all links are made equal. Hiring out a bunch of random SEOs on freelancer sites that promise you blog commenting/ forum backlinks aren't going to work anymore.

Example of blog comment backlinks Here are some link building strategies you can implement today. Publish High-Quality Content and Promote It using the Skyscraper This is commonly known as the skyscraper outreach strategy. - Skyscraper Research for Topics Use tools like SEMrush to identify topics relevant to your industry. You can get creative. They can be related niches such as "super foods" is to "bird nest". To increase the success of the skyscraper technique. One must ensure that the search results for these topics contain many referring domains. This means that the articles are heavily "in demand" and linked to! Increasing your likelihood of landing backlinks! The essence is to look for top search results with lost of potential backlinks so that you can do a skyscraper outreach to outreach, and promote your content. Here's an example:

Then pop top results into SEMrush and look at the number or referring domains. The higher the referring domains, the better. I'd say gather as many referring domains that you can outreach as possible and do an outreach campaign!

  - Create Skyscraper Content The skyscraper idea here is to create blog articles that are equally if not better than top Google search results: this can range from reviews, guides, and how-to articles. For skyscraper guides, you can including infographic (use tools like Canva to design professional-looking visuals) and step by step guides. - Promote Content Share that "Skyscraper" post on social media and relevant forums. Outreach to bloggers, publishers, influencers and pitch them for a backlink! HARO (Help a Reporter Out) - Sign Up for HARO: Create an account on HARO, also now known as Connectively and start pitching! Provide insightful and prompt responses to journalist queries related to your industry. Partner Links - List Potential Partners: Identify suppliers, distributors, and other business partners who have websites. - Request Backlinks: Since you're already in a commercial relationship, you can approach them with request to add a backlink to your site. - Offer Reciprocal Links: Highlight mutual benefits of SEO, propose adding their links to your site in exchange. Thus creating a win-win situation. Resource Pages - Search for Resource Pages: Use search queries like "best online shops in Singapore" to find relevant resource pages. - Craft Outreach Emails: Use an outreach software like Mailshake. Craft personalised emails to the editors and pitch to them why your site would be a valuable addition to their resource page. Creative PR Campaigns - Identify Unique Angles: Find unique selling points of your business that can attract media attention, such as innovative products or community initiatives. - Craft and Pitch Press Releases: Craft compelling press releases and pitch your story to local newspapers, TV channels, online publishers and online news portals. Guest Posting for Backlinks - Scrape Competitor Backlinks: Use Majestic SEO to identify your competitors backlinks. - Use Google Search Operators: Look for qualified prospects by search on Google: "Keyword + Write for Us". - Filter and Reach Out to Pitch!: Filter out your contact list using metrics such as domain authority and traffic. Then reach out to contact the site owners, pitch them a guest article, and earn backlinks! Our Singaporean led team of SEO experts are kick butt at reaching out for guest post backlinks. That is because it is the most scalable, and it can be systemized. However it requires a lot of coordination from content creation to prospecting. Nonetheless, this is the link building system that our agency team uses.

The Pros and Cons of Hiring an Agency for E Commerce SEO

E Commerce SEO isn't simple. It involves many moving parts. There are many factors that can determine success from user experience to search engine traffic. Hiring out an SEO agency that can offer comprehensive services like SEO audits, keyword research, technical SEO fixes, content strategy, and link-building campaigns can be helpful if you lack resources to build an in house team just yet. Inhouse Agency Cost The need to hire full time staff Cost effective Control Higher control Medium control Expertise It depends of your staff is trained High expertise Communication Easy and direct Less control Results It depends of your staff is trained High expertise lead to higher probability outcomes Time Takes time to integrate and train Team of experts ready to help you

Productivity Solutions Grant (PSG) for E-Commerce Solutions

If you're a Singaporean business owner. Then you may be in luck. The Productivity Solutions Grant (PSG) is a government initiative in Singapore designed to support businesses in adopting IT solutions and equipment to enhance business processes. The PSG offers up to 80% funding support, making it easier for Singaporean businesses to implement e-commerce solutions. Eligibility Criteria: - Your business has to be registered and operating in Singapore. - Annual Sales Turnover: Not more than S$100 million or employment size not exceeding 200 workers. - Local Shareholding: At least 30% local shareholding. The Application Process: Businesses can apply for the PSG through the Business Grants Portal and select pre-approved IT solutions and vendors to assist in their e-commerce journey.

Conclusion

There are huge opportunities for E Commerce SEO in the Singapore market. Evidently, there are many moving parts and SEO-ing an E Commerce site isn't the simplest of tasks. Nonetheless, for small and medium enterprises that are forward looking, making an investment into E Commerce SEO can be long term competitive business moat. Read the full article

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Lead Generation with Facebook Ads - 10 Immutable Laws

Our team has generated millions of dollars in revenue from Meta’s Facebook platform and here are the ten immutable laws. In my opinion, most marketers use Facebook's platform wrongly to generate leads. Leading unqualified leads and wasted advertising spend. Users are on social media feeds are there to be entertained. They aren't looking to be sold to. In our experience in performing lead generation agency services helping small businesses generate leads for services such as tuition and gym memberships etc. It's important to craft ads that entertain, story tell and give value as opposed to pushing for an immediate sale. Secondly, more advanced marketing campaigns involve using Facebook as a lead generation method for emails capture using lead magnets. Lead magnets can be short, actionable, goal oriented and easy to implement. They can be as simple as a short PDF with actionable steps. This is to nurture these email subscribers into pay customers through email marketing. Nonetheless, here are ten immutable guidelines for successful Facebook lead generation.

1) Setting Clear Objectives: Using Conversions Objective Function

Facebook ad campaign goals can range from brand awareness, traffic, lead generation to conversions. If you aren't getting qualified leads on "conversions" objective. You aren't going to get any luck on "traffic" and "awareness". I promise you. In our experience, using mainly conversions objectives is going to deliver the highest return on investment.

2) Focus on the Customer Journey

For the most part, Facebook advertising lead generation services by our agency usually don't involve selling directly on Facebook. Henceforth, the customer journey doesn't end when someone clicks on your ad. It's important to understand how to guide them through the next steps. Understanding Your Customer Speeds, and Retarget Them Your prospects are going to be Cheetahs (Fast Movers), Hares (Medium Movers), and Tortoises (Slow Movers). There are prospects with different readiness to buy. Tailor your strategies to cater to each segment, focusing on early profitability and long-term gains. Therefore, you need to create retargeting campaigns for audiences that did not convert initially. How to Drive Users to Appropriate Lead Magnets It's also important to understand lead capture through different lead magnets on landing pages. Lead magnets should be valuable and relevant to your audience. Lead magnets can be actionable and easy to implement: such as a downloadable PDF. However, lead magnets can range from PDFs, to free online courses and to online webinars. It depends on the complexity of your campaign and ticket price of your product/ service. Have a Structured Follow-Up and Retargeting Strategy  Once a lead is captured, having a structured follow-up and retargeting strategy is essential. This includes email sequences, SMS reminders and retargeting ads that keep your offer top of mind.

3) The 3 C's: Click, Capture, Convert Framework

I stole this analogy from Nicholas Kusmich (yes credit where it's due). Lead generation on Facebook platform itself is hugely limited. Hence forth, by clicking, capturing and then converting, it lends us a framework on how to think about lead generation on Facebook. The Click: Creating Ads That Capture Attention and Encourage Clicks The purpose of the ad is the get the CLICK. There fore, good advertising involves creating ads that stand out in Instagram and Facebook’s newsfeed. Use bright colours, clear images and direct response styled copywriting to capture attention and drive clicks. Capture: Using Lead Magnets on Landing Pages to Capture User Information The landing page's purpose is to capture the lead. You go for direct leads (free trials etc) or lead magnets (PDFs, eBooks, webinars etc) Lead magnets should be compelling and valuable, encouraging users to share their information.  Convert: Following Up with Email Sequences and Retargeting Ads to Convert Leads into Customers Once you have captured a lead's information. You can follow up with relevant email sequences and retargeting ads designed to convert leads into paying customers. This "conversions" is usually achieved on a sales call, an online webinar event on in person appointment.

4) Develop Contextually Congruent Landing Pages

Since selling on Facebook directly is unwarranted. Then ensure that Facebook's ad traffic is directed to contextually congruent landing pages that's tailored to your offer as opposed to other general pages of your website. Ensure consistency between ads, landing pages in design and message. This builds trust, brand and gives users to contextual congruence. 

6) Get Your Pixels, Audience and Technicals Right

Use Meta's audience targeting tools to reach your ideal customers. I am not going to address the technicalities, however, there's multitude of tutorials online to run you through the technical setups. Ensure that you got these audiences setup in the ad manager! Here are the main audiences to note: Detailed Demographic Targeting: Use detailed demographic information to define your audience. I usually go broader as my pixel gets more seasoned. Once audience is built, you can layer on: Custom Audiences: Target users who have already interacted with your brand. Lookalike Audiences: Used to reach new users similar to your existing customers. Setting up conversion tracking to measure ad spend performance is a no brainer. This isn’t something to miss. Technicals, analytics, tracking and pixels installed properly is going to help in analysing data and retargeting.

7) Customer-Centric Language and Proposition

Our team stresses upon customer research as a main pillar of digital marketing campaigns. Speak directly to your customer's needs and desires. Use language that resonates with them and addresses their pain points. For example: "Struggling to get noticed online? Our SEO services will put your business in front of the right audience." Show clear and specific value propositions from your Facebook ad to customer journey. Strong value propositions clearly explains what benefits your product or service provides and how it solves your customer’s problems. - Benefits Over Features In your messaging, be specific and direct.Focus on the benefits rather than just listing features. For example, instead of saying: "Our software has a user-friendly interface," say "Save time and reduce frustration with our intuitive software that requires no training." - Quantifiable Results Use concrete numbers and results to illustrate the value of your offering. For example: "Increase your website traffic by 30% in 30 days with our SEO strategies." This provides a clear expectation and outcome, making your proposition more compelling.

8) Craft Compelling Ad Creatives on Facebook

Create visually appealing ads using bright colours, clear images, faces and relatable content. Ensure videos are captioned: helping with silent autoplay. Craft ad copy that grabs attention, offer clear value and includes a strong call to action. Use the Hemingway editor to make your copywriting simple, concise to avoid overwhelming the reader.

Time to put on your Hemingway writing hat for holy grail of Facebook leads. Here are some strategies for great ad copy and visuals. - Headlines Craft compelling headlines that grabs attention and sparks curiosity. Example: "Discover the Secret to Doubling Your Sales in 60 Days." - Body Text Use simple, persuasive language that speaks directly to your audience’s needs. Keep it short and to the point. Example: "Struggling to convert leads into customers? Our guide will teach you how to turn prospects into loyal clients." - Visuals Use high-quality images or videos that match your message. Include bright colors, clear images and eye catching visuals.  - Emotional Appeal Connect with your audience’s emotions through stories. Take out your camera, shoot yourself using your product, and script out a persuasive story. SHOW! Not "tell". Show how your product/ service can help their lives..

9) Use of Classic Marketing Principles

Understanding traditional direct response marketing strategies, accompanied with human psychology is key to successful advertising. Tapping into these psychological triggers helps you create ads that resonate and prompt action. However do ensure that you are compliant with Meta ad policies. Scarcity and Urgency Customers acts may act only when they think an offer is limited or time-sensitive. Use phrases like "Limited Time Offer" or "Only a Few Spots Left" to create urgency. Countdown timers on landing pages can be added visually to show time limits. Social Proof and Authority Show testimonials, reviews, and case studies in your ads to build trust. Use endorsements from industry experts, show your certifications, or highlight any awards you've received. Commitment and Consistency Once people commit to something small, they're more likely to commit to something bigger. Start with a low-barrier offer like a free trial and then to a paid session. Reciprocity There's the human psychological principle of reciprocity. If you give something valuable for free, people feel they should give something back. This can include free in person trials, product tasters... to time limited software trials.

10) Make an Irresistible Offers

Craft offers that are "too good to refuse". The good ol' Godfather offer.

Time-Sensitive Discounts You can offer discounts that are only available for a limited time. This creates a sense of urgency and encourages immediate action. For example. a flash sale 40% discount on all products for a restricted period of time. Stacked Bonuses Enhance your offer by including additional bonuses that add significant value. These can be complementary products, exclusive content, or extra services at no additional cost. For example: "Sign up for our SEO audit and get an entirely free technical SEO audit, keyword research report and a month of content planning." Risk Reversal Guarantee Remove the perceived risk for your customers by offering strong guarantees. This could be a money-back guarantee, a free trial period, or a no-obligation consultation. You may allow potential customers to experience your product or service without any financial commitment. This builds trust and lets them see the value firsthand. Such guarantees build trust and make it easier for potential customers to commit. Example: "Try our free trial gym membership for 7 days, risk-free." Example: "If you don’t see a 30% increase in your website traffic in 30 days, we’ll give you a full refund." Money-Back Guarantees Offer a full refund if the customer is not satisfied within a certain period. This reassures customers that they have nothing to lose by trying your product. Example: "Our team is confident you’ll love our service, we offer a 30-day money-back guarantee." Compelling Reason Why Humans require a reason for a "deal too good to be true". Hence forth, simply explain why you are offering this deal and why now is the best time for customers to act. This could be due to a special event or a new product launch. Make sure your reason is believable and relatable. For instance, "I am offering this exclusive deal as a part of our anniversary celebration, as our way of saying thank you for your support."

13) Measurement and Optimization

Lastly, remember to measure KPIs to gauge the effectiveness of your campaign. Metrics like click through rates, cost per conversion, cost per lead and average order value can help you with decision making to better your campaigns. Note: I only advocate A/B testing only after overall messaging based on customer research is performed. Only then, A/B testing different elements, such as images, copy, and headlines can incrementally move the needle. Finally, it is your responsibility as an advertiser to stay informed about Facebook’s latest ad features, policies. So as keep you from being banned, and on the right side of compliance on Meta platforms. Read the full article

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Can Digital Marketing Replace Traditional Marketing? Yes and No

Can digital marketing replace traditional marketing? It depends. If you are a business owner, understanding both digital and traditional marketing is crucial for crafting effective marketing strategies. In the recent years, digital marketing has surged in popularity. However, contrary to popular belief, traditional marketing still holds significant value.  I am biased as I run a digital marketing agency based out of Singapore. However, there are instances where traditional marketing can outperform digital marketing. This is especially so as many businesses are going online. Consumers may be looking for something tangible.

The Different Types of Digital Marketing

Lets look at the most common modes of digital marketing used today. They are namely used for E Commerce and lead generation by enterprises big and small.  Search Engine Optimization (SEO) involves optimizing your website to rank higher on search engines like Google. Tactics include on-page SEO, building backlinks, and technical SEO (improving website infrastructure).  Pay-Per-Click (PPC) Advertising PPC advertising on platforms like Google Ads and social media allows businesses to pay for each click on their ads. Key metrics include CPC, CTR, and conversion rate. Pay per click definitely has their time and place, dependent on the different stages of your business: our team did a comparison between SEO and SEM. Social Media Marketing: Social media platforms like Facebook, Instagram, Twitter, and LinkedIn are essential for engaging with audiences. Strategies include content creation, engagement, and paid advertising. Content Marketing: Content marketing can range from creating long form written content such as blogs, videos on social media platforms, and infographics to enhance brand authority and audience engagement.  Email Marketing: Email marketing include newsletters, promotional emails, and transactional emails. Metrics like open rates and click-through rates are used to measure success. Studies demonstrate that email marketing has one of the highest return on investment out of all digital marketing strategies. Influencer Marketing: Influencer marketing leverages platforms like Instagram, YouTube, and TikTok, using partnerships and sponsored content. 

The Different Types of Traditional Marketing

Let's go "old school". Here are common forms of traditional marketing. (read: cost breakdown between some of these channels of traditional marketing in Singapore.) Print Advertising: Newspapers, magazines, and flyers. The newspaper and magazine businesses are often ruled out as a declining business industry. However, print advertising cannot be ruled out entirely. They offer tangibility and are highly targeted to a local audience. Broadcast Advertising: Television and radio can target specific audience demographics during prime-time slots.  Outdoor Advertising: Outdoor advertising involves billboards and transit ads, providing high visibility and constant exposure.  Direct Mail Marketing: Direct mail marketing includes postcards, catalogs, and brochures, offering personalization and tangibility.  Telemarketing: Telemarketing involves strategies like cold calling and lead generation, allowing direct contact and immediate feedback. Cold calling is often used in the financial advisory industry.

Advantages of Traditional Marketing Over Digital Marketing

Reach and Accessibility  Traditional marketing offers localised reach with a physical presence, whereas digital marketing provides global reach through an online presence. Your a local TV ad may reach a specific a local audience, while a Facebook advertisement campaign can target audiences worldwide. Entering an unknown market through direct digital channels can be more cost effective. This is especially so for businesses looking to enter oversea markets. Overall Cost and Budget Traditional marketing often involves higher costs due to production and distribution. In contrast, digital marketing offers cost-effective options like SEO and social media. Our research into costs of print ads reveals that digital ads can be significantly more budget-friendly. Engagement and Interaction  Traditional marketing typically features one-way communication, while digital marketing enables two-way interaction through comments and shares. For instance, Tiktok and Instagram lives are popular methods of engaging audiences in real-time. Unlike a TV commercial which only broadcasts information. Analytics and Measurement  Traditional marketing offers limited tracking through surveys and coupon codes, whereas digital marketing provides comprehensive analytics via tools like Google Analytics. This allows businesses to refine their strategies based on real-time data. Cost-Effectiveness for a Small Budget You're a small medium business owner starting out? Yes, then digital marketing offers affordable and scalable options, making it suitable for small businesses.  Traditional marketing often requires a higher initial investment. However do note, SEO isn't exactly cheap or free. There's still a minimal investment required. Importance of Data-Driven Decisions  The clear PROs of digital marketing is in it's real-time tracking that provides valuable audience insights. This data helps businesses make informed decisions. You're able to cut campaigns or increase spend accordingly. Google Analytics and ad management platforms can be helpful tools for measuring key metrics like bounce rate, conversion rate, and ROI. 

The Advantages of Traditional Marketing

I am not going to be biased: traditional marketing still can hold significant advantages for businesses.  Here are some key benefits: Tangibility and Physical Presence Traditional marketing materials such as brochures, flyers, and business cards have a physical presence that can be kept and referenced over time. Unlike digital ads, which disappear when the screen is switched off, print ads remain in physical form. Tangibility can enhance the brand's credibility and leave a longer lasting impression. Broad Reach with Local Audiences Traditional marketing methods like billboards, radio, and print ads are highly effective for reaching local audiences. This broad, untargeted reach can attract customers who might not be as active online. Established Trust and Familiarity Traditional media channels like TV and newspapers are often viewed as more trustworthy by older demographics. These mediums have been around for a long time and have established a level of credibility. High Impact and Visibility Large-scale traditional marketing campaigns, such as TV commercials during prime time or full-page ads in major newspapers, can have a high impact due to their wide visibility. Effective for Older Demographics Traditional marketing is effective for reaching demographics that may not be as engaged with digital platforms. Older adults, in particular, tend to trust and respond more to traditional forms of advertising like TV, radio, and print media.

Can Traditional Marketing Outperform Digital Marketing?

Yes, there are instances where traditional marketing can outperform digital marketing. I am a fan of both direct mail and email marketing. Surprise surprise here: direct mail can outperform email marketing.  Here are there reasons why: Personalisation and Engagement: Direct mail feels more personal and tangible, often achieving higher open rates (up to 90%) compared to email. Retention and Visibility: Physical mail can be kept and viewed multiple times, increasing retention and visibility. Response Rates and ROI: Studies show direct mail campaigns can generate purchases five times larger than email campaigns, and combining both can result in purchases six times larger than email alone.

Some Direct Mailing Strategy Statistics

Imagine receiving a piece of direct mail that feels personal and tangible—70% of people will engage with a brand online after such an experience. In 2023, catalogs and magazines emerged as the top direct mail tools for keeping existing customers engaged. Studies show direct mail often brings in a better ROI than other marketing channels. With open rates of 80-90%, direct mail vastly outperforms email, which sees only 20-30%. Nearly 88% of Gen Z loves a blend of physical and digital marketing. Direct mail campaigns can drive purchases five times larger than email campaigns alone. Combining email with direct mail can boost purchases six times more than just email. 

Can You Use Multiple Channels?

There is nothing to say that you can’t use both channels to build both brand and sales. - Reaching Wider Audiences: Each channel has its unique audience. Using a combination of channels allows for a broader audience of different age groups. This increases exposure can lead to higher brand visibility and attract potential customers who may not have been reached through a single channel. - Developing Consistent Brand Guidelines and Themes Using an integrated marketing strategy with consistent messaging across platforms can build stronger brand identity. Yes, developing consistent brand guidelines for a cross-platform content strategy is crucial. Successful implementation of consistent brand themes, cohesive messaging has been shown to significantly boost brand recognition and loyalty. Through combining digital and traditional marketing efforts, businesses can achieve comprehensive coverage and reinforce their messages effectively. - Cross-Promote Channels There is nothing to say you can't cross promote channels. Instead of creating another online webinar or give away. You can promote gifts through direct mail your current base customers. Not forgetting  promoting offline events through digital channels.

Conclusion

Our company is a digital marketing agency. Yes we may be biased to say that digital marketing offer numerous advantages over traditional marketing, particularly in terms of cost, reach, and analytics. However, the research shows that traditional marketing still holds value, especially so for older demographics, local targeting and tangibility. In our experience, understanding the customer, crafting out messages that resonate are still the first principles of creating successful marketing campaigns, online or offline, digital or traditional. Lastly, as a business strategy, you may only have enough budget and resources for one channel. Hence forth, I highly recommend that digital marketing takes priority due to its cost effectiveness. Focus is key in crafting winning marketing campaigns. Read the full article

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Search Engine Optimization vs Search Engine Marketing - Pros vs Cons

You may be confused by two terms, "search engine optimization" (SEO) and "search engine marketing" (SEM) that are often used in the digital marketing industry. They sound the same, but aren't, and are different strategies that has a time and place for your business.  Let’s explore the differences, the pros and cons of each, and how business owners can effectively use both to maximize their online leads and sales.

Introduction to SEM: Immediate Results

SEM, short form for Search Engine Marketing, primarily involves paid advertisements on search engines like Google.  The most common form of SEM is Pay-Per-Click (PPC) advertising, where you pay each time someone clicks on your ad. This strategy provides immediate results, offering quick visibility and an influx of traffic and leads to your site. Immediate Results with SEM  When you pay for an SEM campaign, you are essentially paying for the top spots on search engine results pages (SERPs). This guarantees that your website appears prominently when potential customers search for keywords related to your business. The benefits are almost instantaneous. Once your campaign is live, you can start seeing increased traffic and potential leads, sales and conversions. Examples of Search Engine Results of SEM in Comparison to SEO For example, a local Singaporean aircon servicing business can use (SEM) Google Ads to target keywords like "air con servicing Singapore" or "aircon repair Singapore." Within hours of launching the campaign, the aircon servicing service can see a spike in website visits, leads and enquiries.

SEM results too come with a "sponsored" wording above their results.

Introduction to SEO: What is SEO

(SEO), short form for Search Engine Optimization is a search based digital marketing strategy focused on improving your website’s organic ranking on search engines such as Google and Bing. Unlike SEM, SEO does not involve paying for ad placements. Instead, it relies on optimizing technical aspects of your website, creating high-quality content and link building. Key SEO Practices that are Different to SEM - Content Development Around Relevant Keywords  Unlike SEM campaigns requires more keyword research, grouping and short form copywriting based, key practices in SEO include optimizing title tags, meta descriptions, and headers with target keywords. It also involves curating SEO friendly content around keywords that attract potential customers to your business. Such as creating informative blog posts based on longer tail keywords in the form of engaging product descriptions, and comprehensive guides can help attract organic traffic. Content development is much heavier in SEO. That is because only by understanding what your audience is searching for, you can create valuable content that meets the user query on search engines. Hence leading to ranking well on organic search results.

SEO or PPC: What to Focus On First?

There are simple ways to think about SEO and PPC. If you're a business owner, then leads and customers are the lifeline if your business. Hence forth, SEM can be seen as an immediate solution to your business needs. There is also no reason why you can't scale a business just solely on one channel: SEM. In my enterprise days, our online sales of over a million a month was 80% to 90% reliant on paid channels. Either way, here are the pros and cons of SEO and PPC. SEO: A Long-Term Investment Pros: SEO is cost-effective in the long run. High search engine rankings builds credibility and trust with your potential customers Provides sustainable traffic over time Creates an invaluable asset for your company Cons: Takes time, money and effort to see results It requires continuous effort and updates PPC: Immediate Visibility Pros: Instant visibility and traffic. Highly measurable and controllable Targeted advertising based on specific keywords The ability to test offers FAST! Cons: Can be expensive, especially in competitive industries Traffic stops once you stop paying for ads The similarities between both is they are involve understand user query. In simpler terms, this is keyword research commonly known amongst many search marketers. They both require optimisation on the landing page level.

Cost Benefit Analysis of SEO Versus SEM

The costs and benefits associated to each strategy aren't only monetary. However, they are also related to: time required for results. SEM, PPC campaigns may require some budget upfront, especially for competitive keywords. However, I'll still recommend SEM to business owners as it offers the ability to go live, test offers, product market fit, and adjust fast. Nonetheless, PPC done right can too be done on an efficient budget.  In comparison, SEO efforts require more upfront investment in quality content creation, technical SEO audits, backlinks but can be more cost-effective in the long term. The reason I'll recommend business owners to go with PPC first is because you don't want to end up spending all the time building up SEO assets, driving traffic by ranking at top search engine results and not achieving any conversions after 6 months! You can repurpose research from PPC campaigns to SEO. Yes, by building SEO content/ landing pages around converting keywords and user queries from your SEM campaigns. SEM for Immediate Results PPC/SEM campaigns provides instant visibility, making them ideal for businesses looking to generate immediate traffic and leads. The duration of these campaigns also vary based on your budget and return on ad spend. If you achieve a positive return on investment, then why not spend more for longer periods of time! With SEM, you can quickly test and adjust your marketing strategies. Immediate feedback from PPC campaigns allows you to refine your marketing messaging, offers and optimize the campaign for better performance. This flexibility is a significant advantage for businesses looking to test new markets and offers. I am a huge fan of SEO. However if you’re a small medium enterprise owner starting out, I’d say go for search engine marketing first because it allows for rapid testing of offers to achieve product market fit. Nonetheless, effective SEM requires continuous monitoring and tweaking. Tools such as Google Ads, Google Analytics 4 and Google Tag manager can be used to track performance. On the digital media end, metrics such as click-through rates (CTR) and conversion rates are looked at. You can optimize by adjusting bids, ad copywriting, keyword intent and targeting parameters.

SEO for the Long Run: Building a Company Asset

While SEM can give you immediate results, SEO is a long-term strategy that builds long term value for your business. There are entire marketplaces such as EmpireFlippers, Flippa that investors, sellers buy and sell, websites that has SEO traffic. These SEO ranked websites are worth millions of dollars due to their sustained traffic, organic rankings and cashflow it produces. If you are look to exit your business for a multiple, I am sure strong SEO organic traffic can help with the exit valuation of your local business. Long-Term Benefits of SEO  Investing in SEO is akin to building an asset that continues to grow over time. High-quality backlinks and optimized content increase your website's authority, making it easier to rank for competitive keywords. This ongoing effort pays off as you gradually see more organic traffic and improved online visibility. Requirements for Long-Term SEO Success Follow the 80/20 rule, backlinks are the key to traditional long term SEO success. I'd say spend a good time building a strong backlink profile by earning links from reputable sites. SEO friendly, on page SEO and quality content is a given. Secondly to note, local SEO done right has been taking the SEO industry by storm and ranking on Google maps pack has became a quick fire strategy. As with with building any asset, time and monetary investment are required from hiring a team to produce SEO friendly content to hiring an SEO agency to help you earn backlinks through link building outreach. SEO tools like Ahrefs, SEMrush and Majestic SEO are required for backlinks prospecting purposes, technical SEO audits, content audits, and to monitor SEO performance.

Recommended Course of Action for Business Owners in Singapore

In my experience working alongside Singaporean small business owners, they are often anxious for leads because customers can make and break a company's cashflow. Hence forth, I recommend combining both SEM and SEO. A "blended search" method can yield optimal results. Here’s how to strategically use both SEM and SEO for Optimal Results: Start with SEM for Immediate Traffic: Launch PPC campaigns to generate quick visibility and traffic. This helps you gather immediate data and understand which offers, keywords and ad copies perform best. Invest in SEO for Long-Term Growth: While running SEM campaigns, simultaneously invest in SEO to build a robust online presence. Focus on creating high-quality content and earning backlinks. Analyze and Adjust: Use the data from your SEM campaigns to refine your SEO strategy. Understanding which keywords drive the most traffic can help you optimize your content more effectively. Continuous Monitoring and Optimization: There are overlaps in SEO and SEM such as conversion rate optimization, tweaking of content, visuals on landing pages. You can use data from both campaigns to make necessary adjustments.

Conclusion

I am a hardcore SEO fan. However, there is no denying the strengths of paid traffic from SEM to social media marketing. Ultimately, the goal here is to create an end to end customer acquisition funnel with positive return on ad spend on paid channels.Then, compliment it by building for the long term with SEO. This way, business owners can achieve both immediate and long-term success in search marketing.  This strategic approach ensures that you not only attract customers immediately but also build a compounding search presence to potential customers over time. Read the full article

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Beginner Friendly SEO Tools for SME Owners in Singapore

For a small business owner in Singapore, search engine optimisation can be difficult. Fortunately, there are multiple SEO tools are available to help beginner SEOs as business owners like yourself enhance your site's visibility and user experience, ultimately leading to a better ranking on search result pages. They can be free to paid tools to help improve user experience and visibility of your website on search results. The goal is to create sites that are user-friendly, that generates traffic from top local search results. These beginner friendly SEO tools can help: - Help in assessing the performance of your website - Understand your competitors - Identifying low-hanging fruits such as low keyword difficult keywords to rank for

SEO Essentials for Small Business Owners in Singapore

Getting Started with SEO You want to start with keyword research to find out what your customers are searching for. You can use Google’s free keyword planner tool for keyword research. Google has a suite of free tools that can empower your small business's website. You may sign up for Google Analytics to track your website's performance, and use Google Search Console for deeper insights into your site's search traffic and performance. These SEO tools are free resources, helping you to track your site's traffic, understand user behaviour, and craft an SEO strategy all without breaking the bank as a small business owner. Basic SEO Website Optimization The basics of website optimization for SEO are speed and mobile. The upsides of a fast-loading website not only improves user experience but also supports higher conversion rates. Secondly, most users browse on their phones. Your site must be mobile optimized to ensure it's user-friendly on any device. - Website Speed: Every second counts. Tools like Google's PageSpeed Insights can analyze the speed of your site. - Mobile Optimization: Check how your website performs on mobile devices to ensure a smooth user experience. You can use Google's free mobile friendly testing tools. Basic SEO Implementation The first step is aligning your blog posts, pages and content based on topics and keywords from keyword research. Then it's ensuring your website has SEO optimized content that is in-lign with the user query and is optimised including the relevant keywords. You can use Google analytics to track your progress from implemented changes. Google analytics can help you look at user experience, drop off points and retain interest. The objective of a successful SEO campaign is not just to increase traffic but to convert that traffic into loyal customers.

Some Common FAQ for SEO Tools for SME Owners in Singapore

The majority of small business owners in Singapore are not SEO trained and hence navigating the terrain of SEO tools and strategies for your small business in Singapore can be tricky. The top-rated SEO tools suitable for a small business website in Singapore? If you're on the lookout for the best tools to enhance your website's SEO, consider options that offer comprehensive features yet are user-friendly. I recommend All in One SEO Tool so that you can make manual edits to title tags and meta descriptions. I'll then recommend keywords.com as a basic free rank tracker. How can a newcomer to SEO effectively optimize a small business website? SEO may seem confusing at first, but starting with the basics help structure it out. Educate yourself on basic keyword research, on-page optimization, copywriting for quality content creation. Can you recommend strategies for local SEO improvement for a small business? Local SEO is like the neighbourhood bulletin board—it's your way to visibility in the local scene. Local SEO can be optimized by making sure your business is listed on online directories, encourage reviews from your customers, and ensure NAP (Name, Address, Phone number) consistency across the web. Is it possible to find professional-grade SEO tools that are free of charge? There are many professional grade SEO tools offer free or trial versions with essential features. If you're looking at link building and deeper competitor research. Then, I highly recommend Ahrefs, SEMRush and Mangool Tools. Using premium SEO tools can make your life easier by automating tasks and providing valuable insights. If you are not looking to invest in these tools, then consulting an SEO specialist in Singapore can help you. Does Google offer any SEO tools that small business website owners can use for free? Google has suite of free tools that can empower your small business's website. Google Keyword Planner, Google Analytics and Google Search Console are your go-to resources.

Importance of Local SEO

Local SEO Insights When vying for visibility in Singapore's bustling online market, local SEO is a game changer for your small business. Simply put, it's about being seen by your target audience in Singapore. You can get listed on Google maps pack for FREE.

Summary

If you're a local business owner looking to implement basic SEO. Here are the steps you can take today to fine-tune your online presence, making you irresistible to local customers and to Google itself. - Keyword Research Tools: Your first tool is keen insight into what your local customers are typing into their search bars. You want a tool that can slice and dice through search data to give you high—volume, locally relevant keywords. - Competitive Analysis Tools: It's a social media jungle out there, especially in a competitive place like Singapore. Keep a close eye on your competitors: what are they ranking for, and how can you outdo them? Tools that offer insights into their strengths can help you build your unique edge. - On-Page Optimization Tools: You're are not just juggling keywords and backlinks in SEO. Nailing local SEO means getting your on-page elements just right. From meta tags to headers and local schema markup, the tools mentioned in this article can audit your pages and suggest improvements tailored to the Singapore market. - Local Listing Managers: Your business needs to be listed consistently across numerous online directories to send trust signals to search engines. These tools help manage your listings and ensure they're accurate and up-to-date. These tools can contribute significantly to SEO efforts as a beginner, steering your business towards better visibility and connections with local customers. If you are weighing up the costs, SEO packages tailored to Singapore can provide clear guidelines on what you might expect to invest. Read the full article

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10 Best SEO Companies in Singapore - How to Choose?

Choosing the best SEO company in Singapore to hire can be confusing. You want an SEO partner that can elevate your online game and drive tangible search engine results. Our ranking list is based on an incognito search for “SEO Singapore” on June 5th, 2024. "SEO Singapore" is arguable the hardest keyword to rank for in Singapore's SEO industry!

Here are the top 10 SEO companies in Singapore by rankings.

Top 10 Best SEO Companies in Singapore

First Page Digital Unique Selling Proposition: First Page Digital offers a comprehensive range of SEO services tailored to enhance your online visibility and drive organic traffic. Their data-driven approach ensures that every strategy is customized to meet your specific business needs. They specialize in keyword research, on-page SEO, and link building, ensuring that your site ranks well for relevant searches. Awards Won: Marketing Excellence Awards, Agency of the Year Awards URL: firstpagedigital.sg Best SEO Singapore Unique Selling Proposition: Best SEO Singapore specializes in delivering high-impact SEO solutions with a focus on sustainable growth. Their expert team leverages the latest SEO techniques to boost your search engine rankings. They provide detailed audits and use advanced analytics to monitor and improve site performance continuously. URL: bestseosingapore.com Impossible Marketing Unique Selling Proposition: Known for their innovative SEO strategies, Impossible Marketing is dedicated to helping businesses achieve significant online growth. Their client-centric approach ensures that each campaign is aligned with your business objectives. They also offer social media marketing and pay-per-click services to complement your SEO efforts. Awards Won: Influential Brands Award, SME500 Awards URL: impossible.sg SEO Agency Singapore Unique Selling Proposition: SEO Agency Singapore provides robust SEO solutions that are designed to deliver measurable results. Their team of SEO experts uses proven techniques to improve your website’s visibility and drive traffic. They offer a range of services including content creation, technical SEO, and local SEO to ensure your business reaches its target audience effectively. Awards Won: Singapore Business Awards, Search Engine Land Awards URL: seoagency.com.sg Heroes of Digital Unique Selling Proposition: Heroes of Digital combines cutting-edge SEO techniques with a holistic digital marketing approach to maximize your online presence. Their results-driven methodology ensures long-term success for your business. They focus on transparency and provide regular, detailed reports to keep you informed of your campaign's progress. Awards Won: Asia-Pacific Stevie Awards, Marketing Interactive Awards URL: heroesofdigital.com OOM Unique Selling Proposition: OOM focuses on delivering comprehensive SEO strategies that enhance your website’s performance and drive organic growth. Their commitment to excellence has made them a trusted name in the industry. They also offer multilingual SEO services to help businesses reach a broader audience. Awards Won: Singapore Business Review Awards, Digital Marketing Excellence Awards URL: oom.com.sg NinjaPromo Unique Selling Proposition: NinjaPromo offers tailored SEO solutions that cater to the unique needs of your business. Their expert team employs the latest SEO practices to ensure your website ranks higher in search results. They also specialize in influencer marketing and social media management to boost your brand’s online presence. Awards Won: Marketing Excellence Awards, SME100 Awards URL: ninjapromo.io Digitrio Unique Selling Proposition: Digitrio’s strategic SEO services are designed to improve your online visibility and drive targeted traffic to your website. Their experienced team ensures that your business achieves its digital marketing goals. They use a combination of on-page and off-page SEO techniques to deliver optimal results. Awards Won: Marketing Interactive Awards, Singapore Business Awards URL: digitrio.com.sg SEO Company Unique Selling Proposition: SEO Company provides expert SEO services that help your business achieve higher search engine rankings. Their customized strategies are focused on delivering long-term results. They offer detailed analytics and regular performance reports to keep you updated on your campaign’s success. Awards Won: Influential Brands Award, Digital Marketing Excellence Awards URL: seocompany.com.sg PurpleClick Unique Selling Proposition: PurpleClick’s SEO services are designed to enhance your online presence and drive organic traffic. Their innovative approach ensures that your business stays ahead of the competition. They also offer SEM and PPC services to provide a comprehensive digital marketing solution. Awards Won: Asia-Pacific Stevie Awards, Singapore Business Review Awards URL: purpleclick.com Special Mention: Three Little Pigs Pro Since this is our blog. I am going to unabashed and add in our own company here! Unique Selling Proposition: Our company places a huge emphasis on process engineering and systems. This means, taking SEO, as a wide and complex subject, breaking it down into smaller parters, documenting it and being transparent with our clients. Our focus is also on white hat SEO link building. Secondly, our team takes a holistic approach towards search marketing, a "blended search" campaign to kick start your client acquisition goals. Awards Won: It is coming! I promise you! URL: threelittlepigs.pro

Choosing the Right SEO Company for Your Business

Evaluation and choosing the best SEO company in Singapore for your business isn't solely based on being able to rank competitive keywords. However, I'll say it's a strong indicator of competency. Here are some other factors to consider: Reputation: Reviews and Awards Online reviews, testimonials can be a meaningful reflection of a companies's service. Social proof, positive reviews from past clients can give assurance in their services. In addition, marketing awards are dessert on top of the main course.  Case Studies: Real-World Examples of Success Stories Case studies are powerful tools to assess an SEO company’s effectiveness. They provide concrete examples of their services has helped other businesses succeed. Look for detailed case studies that outline the problems faced, strategies used, and the results achieved.  Services Offered: Matching Company Services with Business Needs SEO is a wide ranging topic. It’s important to choose an SEO company that offers the scope that you require. Some companies specialise in technical SEO, while others may excel in content marketing or link building. For example, our agency here at ThreeLittlePigs takes a "blended search" approach, combining paid search marketing for fast results, and organic SEO for long term results.   Read the full article

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"DIY" Technical SEO Audit (Or Hire our Singapore Led Team)

I am a huge believer in link building and content. However, technical SEO is as important as a solid foundation in SEO efforts. Ensuring that search engines can easily crawl and index your site is essential. Simply put, technical SEO refers to optimizing the technical aspects of a website to ensures that your site meets technical requirements of search engines. Ultimately with the goal of improving organic rankings.  Technical issues that may hinder this process can range from broken internal links, incorrect use of robots.txt files, poorly structured sitemaps to other factors such as site architecture, URL structure and page speed. Today, technical SEO can be provided as a standalone SEO service. You'll be surprised at what a good technical SEO audit, combined with deliverables and action steps can do for your business. Nonetheless, to move the needle holistically for traffic, rankings and sale conversions, you'll still require link building, conversion rate optimization and content creation. 

So, Why is Technical SEO Important?

Impact on SEO Rankings Technical SEO directly influences your site's ability to rank in search engine results pages (SERPs). Issues like slow load times, non-responsive design can impact rankings​. This is concurred in Google’s core web vitals references. User Experience and Conversion Rates Technical SEO done well not only helps search engines crawl your site better, but it also enhances user experience by ensuring your site is fast, secure, and easy to navigate.  This keeps users engaged and can lead to higher conversion rates. For instance, if your site loads quickly and is easy to navigate, users are more likely to stay longer and interact with your content, potentially leading to increased sales or leads​.

Here is a Basic Checklist for Technical SEO:

For the non inundate, here's a basic checklist you can run through for technical SEO without hiring an expert SEO consultant. Site Structure Have you organized your site's content in a logical, hierarchical manner? Ensure all important pages are easily accessible within a few clicks from the homepage. Create a clear and consistent navigation system.

URL Structure Are you using clear, descriptive URLs that accurately reflect the content of each page? Avoid long and complex URLs with unnecessary parameters. Use short, keyword-rich URLs that clearly indicate the page content. XML Sitemaps Have you created and submitted XML sitemaps to search engines? Page Speed Have you enhanced your site’s load times to improve user experience and search engine rankings? Use tools like Google’s PageSpeed Insights to identify and fix issues affecting your page speed. Optimize images, minify code, and leverage browser caching. Mobile Responsiveness Is your site optimized for mobile devices? Use Google’s Mobile-Friendly Test to check your site’s responsiveness and make necessary adjustments. Security Protocols Have you implemented HTTPS to secure user data? Secure your website with an SSL certificate to protect user information. Ensure that all pages on your site are accessible via HTTPS.

Tools for Technical SEO

There are many complex tools you can use for technical SEO. However, the value of technical SEO comes an aggregation of data from different tools such as Google Search Console, Google Analytics, SEMRush/Ahrefs and Screaming frog. Nonetheless, free tools like Screaming Frog and Google Search Console can be used for and basic audits. There are paid tools such as Sitebulb, SEMrush that can compliment free tools. These tools can help you identify and resolve a range of issues, from broken links to thin content, to slow loading times​. Screaming Frog: Freemium tool for crawling websites and identifying technical issues. Google Search Console: Provides insights into indexing status and optimization suggestions​. Page Speeds Insight LightHouse Extension for Mobile Friendly Test SEMrush: Has their own site audits and mainly used for keyword research. 

Steps to Conduct a Technical SEO Audit

Check for XML Sitemaps Ensure your sitemaps are correctly formatted and submitted. This helps search engines discover and index your content efficiently. Regularly updating and submitting your sitemaps ensures that search engines are aware of all your pages​.

Check for Mobile Friendliness Unfortunately Google has sunset Google Search Console Mobile Usability report, the Mobile-Friendly Test tool and the Mobile-Friendly Test API. Nonetheless, Google is aware of the growing number of mobile users: making sure your site is mobile user friendly is key. Today, you can use Google’s light house extension to check your site’s responsiveness and make necessary adjustments. Check Page Speed Page speed is a ranking factor, especially after Google’s core web vitals documents. Use tools like PageSpeed Insights to analyze and improve your loading times. Faster page speeds enhance user experience and can lead to better engagement and higher rankings.​

Check for Crawling, Indexing, and Rendering Issues

Indexing and Rendering Ensure that search engines can render your site’s content correctly, particularly for JavaScript-heavy websites. Google Search Console’s Coverage Report is useful for this.  Secondly, proper indexing ensures that your important pages are visible in search results.​ You can ensure this through indexing of your pages by resolving issues like blocked resources or incorrect 'noindex' tags.  For the non technical business owners, no index tags can also be referred to as a “robots meta tag”. The definition of a robots meta tag: it is an HTML code element that provides search engines with instructions on how to handle the indexing and crawling of a webpage. It is inserted into the section of a webpage and typically appears in this format: This specific tag informs search engines not to index the page, ensuring it doesn't appear in search results. On your end, it's to ensure that this tag is only implemented on specific pages that are intended to be non index-ed.

Canonicalization

Canonicalization is a big word but basically it means: when here are multiple versions of the same page, Google chooses only one to keep in its index.  This process, known as canonicalization, involves selecting a canonical URL that will appear in search results. Google uses various signals to determine the canonical URL:  Canonical Tags Duplicate Pages Internal links  Redirects Sitemap URLs The simplest way to check how Google has indexed a page is by using the URL Inspection tool in Google Search Console. This tool will display the canonical URL that Google has selected.

Canonical issues are closely related to duplicate content issues. If Google identifies duplicate content on your website without clear guidance, it might not index the page you prefer.  To address this, you can add a canonical tag () in the HTML of each page. This tag informs search engines which version of the page is the primary one to be indexed.

Crawl Budget: HTTP Errors

Yes, search engines actually spend money to crawl your site efficiently. Henceforth, there is merit in optimizing your site for search engine crawlers. This includes avoiding duplicate content and unnecessary pages. HTTP errors, such as 404 and 410 pages, can significantly consume your crawl budget. You don't want search engines to waste valuable resources crawling pages that don't exist instead of indexing important content. Secondly, these errors also negatively impact user experience.

Henceforth, by fixing all 4xx and 5xx status codes, you not only optimize your crawl budget but also enhance the overall experience for your visitors. This smoothly brings us to our next point: 301 redirects.

301 Redirects

A 301 redirect is a server-side action that permanently redirects users from one URL to another. This type of redirect is crucial for SEO because they pass nearly all of the original page’s PageRank to the new page. The new page retains the authority, ranking power of the original content and inherits the search engine rankings and link equity from the old page. The reason it’s commonly termed as "permanent" is straightforward: it tells search engines that the original URL is no longer in use and has been replaced by a new page. Consequently, Google and other search engines update their indexes to reflect this change, replacing the old URL with the new one. When to Use 301 Redirects A 301 redirect should be used when a page has been permanently removed or deleted from your site, but you want to preserve its traffic, rankings, and links.  Use Cases for 301 Redirects: Site Migration: If you’re moving your site to a new domain, a 301 redirect ensures a seamless transition. Multiple URL Access Points: If users can access your site through various URLs (e.g., `http://example.com/home`, `http://home.example.com`, or `http://www.example.com`), it’s best to choose a preferred URL and use 301 redirects to send traffic from the other URLs to this canonical destination. Website Mergers: When merging two websites, 301 redirects ensure that links to old URLs point to the correct pages. Broken Pages (404): Redirecting 404 pages to relevant content helps retain users and preserves link equity. Fixing Duplicate Content: Using 301 redirects can help resolve duplicate content issues by pointing duplicate pages to a single, canonical page. How to Implement a 301 Redirect The simplest way to implement a 301 redirect is by adding a rule to the `.htaccess` file located in the server’s root folder.  SEMrush has an excellent guide on how to do it.

Optimize Website Architecture and Internal Links

Flat Website Hierarchy Establish a clear hierarchy and structure for easy navigation and indexing. This includes using a consistent URL structure and organizing content logically. I recommend going with a flat website hierarchical structure.

The concept for topical maps is popularized by Koray Tuğberk GÜBÜR. Koray goes at length at explaining technical intricacies (can be extremely confusing) of a topical map and how search engines index a site: I use a 80/20 rule, especially when it comes to local SEO: - Create a basic topical map - Use keyword research and map keywords to topics Therefore, creating a topical map, mapping it to keyword research and defining your website hierarchy is helpful in planning out a website structure that is both optimal for users and search engines.  Internal Linking Implement strategic internal linking to distribute page authority and help users navigate your site. This also aids search engines in understanding the relationship between your pages.  The number, anchor text and quality of internal links to any given page can be audited using ScreamingFrog. I shall come up with an automated process for this eventually. Delete/ Audit Thin and Duplicate Content Identify and enrich pages with thin content that offers little value to users. Tools like Screamingfrog, Sitebulb can audit and help identify duplicate content: - Enriching thin content can improve user experience and boost your rankings. - Use canonical tags for duplicate content and 301 redirects where necessary. 

Summary: Technical SEO by a Singaporean Led Team

Yes, most SEO experts over complicated the technical SEO audit process. However, our agency is in the process of building out a well oiled technical SEO audit process. This technical audit should cover: - Technical audits - Content audits - Keyword research - Content planning Thus eliminating the need for multiple conflicting deliverables. It should also run on Google sheets, hence making easy access for clients and team members. It also should aggregates data from multiple sources: Screaming Frog, Sitebulb, Sitemaps, Search Console, SEMrush, Google Analytics, and Search Console data. Therefore, an all in one process that allows us to analyze and categorize each page, assigning technical or content actions as required. Read the full article

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SEO for Law Firms in Singapore - Free Law Firm Keywords!

Interested in SEO and using digital marketing to generate leads and revenue for your law firm based in Singapore? Or are you hesitant to go from print advertising to digital advertising? Then understanding the history of search in relation to law firm marketing is crucial to appreciate the progression from traditional efforts to a digital presence.

Personally I found legal advice sites like https://singaporelegaladvice.com helpful and interesting. You can observe that lawyers and Singaporean law firms are placing their profiles such content sites.

Evolution from Traditional to Digital for Law Firms in Singapore

Traditionally, the marketing journey for law firms began with traditional methods like print advertisements, business cards, and word-of-mouth referrals. This analogue era had its benefits: it built trust through personal connections and local reputation. Print advertising in newspapers and magazines offered tangible visibility. Yet many law firms today may find print advertising too costly, and limited to only readers of a particular newspaper. Pros: Personal touch strengthened client-attorney relationships. Print media provided lasting impressions with physical materials. Cons: Limited reach restricted to the publication's circulation. Higher costs with less ability to track ROI. The internet and search engines came along. Law firms began transitioning to digital marketing strategies. Websites became the new business card and presented a 24/7 online presence. Strategies such as SEO and content marketing amplified online visibility, attracting clients who turned to online search engines for legal help. Pros: Broader reach, enabling firms to tap into a larger market. More cost-effective with measurable analytics. Cons: Requires continual update and optimization. Increased competition from other law firms also online.

Shift from Print Ads and Referrals to Digital Presence

Today, Google searches and online reviews can shape public perception, from local SEO map packs to traditional SEO search results. Pros: A well-optimized website can climb the SERPs, making the firm more discoverable. Analytical tools like Google Analytics offer tracking so that you can optimize your digital campaigns Cons: There is a need to produce quality legal content to stay relevant Technical SEO and link building require specific expertise  The adoption of lead generation strategies has become essential, tracking online traffic and inquiries into actual clients. This is a clear advantage over print advertising. However, it also means diving into a competitive search engine strategy: constantly vying for a higher search engine ranking amongst peers. Pros: Potential for better conversion rates and client growth. Enables firms to establish credibility and thought leadership through online content. Cons: The need for ongoing investment in digital marketing tools, content and expertise. The need for constant oversight of technical issues The introduction of the internet and search engines demanded law firms adapt and embrace a digital strategy that hinges on engagement, optimization and the strategic use of backlinks and link building techniques to boost rankings and foster growth. This digital transformation, led by digital marketing agencies in Singapore has equipped local law firms with the tools to reach targetted audiences and drive conversion, reflecting the dynamic nature of the legal industry.

The Importance of SEO for Legal Firms in Singapore

SEO strategies done right by SEO agencies can mean the difference between being seen or overlooked by prospective clients. It also can make a difference in engagement, building trust and securing qualified leads. Statistics: Increase in Online Legal Queries Year-over-year Singapore has witnessed a substantial year-over-year increase in online legal queries.

The search term "lawyer Singapore" on Google trends has demonstrated a consistent upward trend since 2004. This growth signals that more potential clients are turning to search engines to find legal assistance. Trust Through Rankings: A high ranking on search results can lead to increased trust among prospective clients. It's a well-established fact that individuals tend to click on the first few listings they see. Engagement Through Local SEO: Using targeted keywords specific to Singapore, such as "legal assistance Singapore" or "Singapore divorce lawyer", can improve your visibility to the local audience who are ready to engage. Client Reviews and Positive Feedback: Featuring positive client reviews prominently, especially on platforms like Google My Business, can significantly influence your firm's reputation and search rankings. Qualified Leads from Local Searches: Optimized local online presence enhances your chances of attracting more qualified leads who are specifically looking for legal services in Singapore.

Tailoring an SEO Strategy for Your Law Firm

To capitalize on the increase in online legal queries, you can evaluate and invest in a comprehensive SEO campaign that considers the uniqueness of the legal industry and the specific needs of the Singaporean market. Our Singaporean led SEO experts can help tailor a strategy specifically for your legal practice. Our strategy isn't only in search engine visibility but also takes a holistic approach in attracting qualified leads who are searching for legal services in Singapore. Nonetheless, here are some DIY SEO strategies you can start implementing in for your legal practice today. Get and Optimize Your Google Business Profile Setting up and optimizing your Google Business Profile strongly affects your local SEO success. Include comprehensive details about your services, operating hours, and most importantly, gather and showcase positive client testimonials. Through following these simple steps for local SEO, you can expect a boost in your law firm's online reputation and a significant visibility boost. Get Listed on Local Citation Sites and Directories Start by ensuring your firm is listed on relevant local citation sites and online directories. This boosts your online authority and aids in showing up in local search results. Importance of NAP Consistency for Local SEO Your law firm’s Name, Address, and Phone number (NAP) must be consistent across directories and social media platforms. NAP consistency is crucial for search engines to validate your firm's legitimacy and can affect how you rank in SERPs. Regular checks are a good practice to maintain this consistency. Keyword Research for Legal Services in Singapore You can perform basic keyword research using free tools like Google Keyword Planner for search terms of potential clients. You can then optimize your website's current pages and content to match these keywords. SEO Keywords Search Volume Singapore law firm 1000 Best law firms in Singapore 500 Singapore lawyers 1200 Top lawyers in Singapore 600 Legal services Singapore 900 Singapore corporate law 300 Family lawyer Singapore 400 Divorce lawyer Singapore 800 Criminal lawyer Singapore 350 Immigration lawyer Singapore 450 Intellectual property lawyer Singapore 200 Employment lawyer Singapore 250 Civil litigation Singapore 150 Singapore legal advice 700 Commercial lawyer Singapore 300 Personal injury lawyer Singapore 250 Real estate lawyer Singapore 300 Contract lawyer Singapore 150 Singapore legal consultation 400 Law firm Singapore reviews 200 Affordable lawyers Singapore 350 Singapore litigation lawyer 100 Singapore arbitration lawyer 100 Tax lawyer Singapore 150 Business lawyer Singapore 300 Singapore law firm directory 150 Singapore law firm ranking 200 International law firm Singapore 100 Startup lawyer Singapore 150 Singapore legal firm services 150 Note: these search volumes were estimated on June 6th 2024 using free keyword research tools: Moz, Ubersuggest, SEO.ai and Ahrefs.

Hire Out an SEO Agency that Tailors a Strategy for Your Law Firm

Lastly, our team of Singaporean led SEO specialists can help you increase lead generation for your law firm in as little as two weeks using our "blended search" approach towards law firms marketing.  The cost advantage of hiring an agency is saving on professional grade SEO tools for comprehensive competitor analysis, on page SEO and technical SEO.  Read the full article

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5 Key SEO Trends in Singapore - Is SEO Dead from A.I?

Is SEO dead? Is A.I. overview and the introduction of search generative experience going to defeat the purpose of SEO? One thing is for sure, it is changing how SEO content is optimized for both users and search engines.

Source: https://searchengineland.com/ There are some key insights: - SEO trends are long gone from traditional keyword stuffing and shifted towards user intent. Yes, and I mean LONG GONE! - The localization of SEO strategies has also increased in importance as it allows businesses to connect and establish their brand quickly. - SEO content creators today are demanded to produce contextual content catering to the specific needs and search journeys of search users.

Trend 1: Understand User Intent and Semantic Search

Shift from Keyword Stuffing to Understanding User Needs and Search Context Understanding of user intent and semantic search is key. Long gone are the days when you could simply stuff a webpage with keywords and expect it to rank. Today, Google only ranks content that addresses what the user is really looking for. To understand this, you got to ask yourself from a user perspective: what are you trying to achieve when you type a query into Google? Are you seeking a quick insight or a deep dive into a complex topic? This also helps when you are copywriting for SEO content. Understanding user intent is pivotal. I'll explain further.

Trend 2: Semantic Search's Role in SEO

If you dissect semantic search. It is how search engines such as Google go beyond mere words to grasp context and meaning. This is done through natural language processing: Interpreting the meaning behind words. Utilizing natural language for more precise search results. Yes, search engines can almost read your mind: creepy yet convenient. Here's an Example of Semantic Search in Action Imagine typing "best chili crab in Singapore" into Google. You're presented with a list of top-notch restaurants, right? That's semantic search in demonstration: understanding that you're probably hungry, looking for a good restaurant that serves chili crabs, a mouth watering experience, as opposed to merely looking for more information about chili crabs that are located in Singapore. Semantics and understanding user intent in SEO is not only for the big players, think again. It affects local businesses as demonstrated. This means, your content has to be as deliciously relevant as that chili crab dish. Semantic search helps search engines differentiate user intent.

Trend 3: EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)

Explanation of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) Ever stumbled upon a website and questioned: "Can I trust this?" That is where E-EAT comes into play. Leading SEO experts came to a conclusion that search engines use EEAT as a criteria to judge if content is worth ranking. To not over complicate EEAT, here is a quick breakdown: Experience: How real-world experience does the content reflect? Expertise: Are you demonstrably knowledgeable about the topic? Authoritativeness: Is your content deemed authoritative by peers? Trustworthiness: Does your site look secure? Would you put your credit card details in without a second thought? Some Tips for EEAT: Sharpening EEAT isn't to game a search algorithm. - You are highly encouraged to design a professional and user-friendly website - Secondly, demonstrate credentials and be clear about who is behind the content - Use data, reference studies and cite experts - It is also surprising that a leading SEO expert has asserted that EEAT is determined largely by backlinks - Optimize your About Us Page and Contact Us Page: include social media links, your expertise and personal stories related to the niche - Include author boxes at the end of your blog articles:

Craft Content for Human Readers: Humanize Your Content! Create content that ticks the usual SEO boxes isn't enough. Your content has to engage readers: it has to be personable, relatable and comprehensible content. I mean, don't bore the readers and base it on on personal experiences and inject a bit of personality: - Engaging content is read like a conversation. Not a technical lecture. - Tell stories! Users (and readers) love stories. Stories make dry technical information stick. Today there are a multitude of A.I. writers out there that can spin out content in just one click. However, in my experience, there's a lot of fluff that these A.I. writers produce. Secondly injecting your unique personality in A.I. spun content still requires manual human inputs. I am not against the use A.I writers. However be sure to only use them as a helpful tool, and not as a entire means to an end.

Trend 4: Utilize Search Generative Experience (SGE)

Google introduced game-changing SGE in 2023. Let us dissect how it's reshaping search for both users and site owners. So, what exactly is Search Generative Experience (SGE)? SGE is an AI-powered tool transforms how content is created and displayed on search engines. How SGE Enhances User Search Experience SGE fine-tunes results, giving search users the "lay of the land" (to quote Google themselves) of what they're looking for. You may be thinking, isn't this the end of SEO? Everyone can say goodbye to endless scrolling and hello to AI-generated snippets. Is this satisfying user experience?

However, many SEO experts and myself are of the opinion that SGE is still built upon creators creating unique and good search content. Hence forth, SEO is not dead (just yet). Implementing SGE Strategies: Practical Tips for Integrating SGE into SEO Practices Search generative experience eventually has to be considered into our SEO toolkit as SEO consultants. Currently, SEO experts are trying to figure out the ranking factors for Google's A.I. generated snippets. However it is my opinion that they aren't going vary much from key principles: Understand your audience's intent: Understanding SGE search results to analyze and predict what users are actually searching for. Content is still king: The principle of creating content that users get their query answered, that are informative and engaging remains the same

Trend 5: Focus On Local SEO

Local SEO is a reverse trend. Many SEO experts ignored it in earlier days for traditional SEO results. However today, local SEO strategies used by many local Singaporean SEO agencies for quick wins in the SERPs. The Importance of Local SEO for Singaporean Businesses The cool part? There is no need to be a super SEO expert to optimize a Google My Business profile. Unlike trying to get backlinks, you got 100% control of your Google My Business profile. Secondly, it also acts as the digital storefront for local customers. This is free and targetted organic traffic. Today, getting your business on the local map is a no brainer. Key Local SEO Strategies: Comprehensive List of Local SEO Tactics Here is a summary of local SEO tactics: Local Keywords Optimization: Incorporate location-based keywords into your website content. Think "best coffee in Singapore" or "Singapore floral arrangements." Google My Business Optimization: Keep your Google listing updated with current details, addresses, engaging photos, and response to customer reviews. Ensure that your NAP (Name, Address, Phone number) is accurate and updated. Local Citations and Consistency: Get listed on local business directories to build up your online footprint and credibility. Your business's name, address, and phone number should be the same across all online directories. Online Reviews: Incentivize and encourage happy customers to leave positive reviews to enhance trust and attract more customers. Local Backlinks: Gain backlinks from reputable local websites to boost your authority in the eyes of search engines. If you're interested, I published an entire guide on local SEO for Singapore. In conclusion, SEO isn't dead, and these are SEO trends noteworthy in 2024. Read the full article