Every business’ goal is to have an extensive reach toward its customers and potential clients. Consumer targeting has always been of the highest priority when it comes to every business’ marketing and advertising strategy. In this era where most of the consumers are using the Internet to make purchases, every business, whether big or small, has to build their online presence.
From search engine optimization (SEO) to social media advertising, digital marketing is at its peak of existence. It is no secret that many businesses are looking for the best SEO services to stay relevant. In Singapore, search marketing has played a big role in targeting customers and in boosting their brand’s advertising.
Part 1: SEO 101 in Singapore
Part 2: Facing Reality: SEO Pricing in Singapore
Part 3: Starting your SEO Campaign
In layman’s term, SEO or Search Engine Optimization is the process to get traffic or exposure from search engine results pages (SERP) in a free and organic way. It is what your online contents need to be visible on all search engine websites such as Google, Yahoo!, or Bing through various strategies including keyword research and content creation such as blog articles, infographics, videos, dedicated web pages, and others.
Every search engine displays results and listings in their SERPs based on what they consider as relevant. The goal of every business is to rank their websites to be on the first page of SERPs.
There are two types of SEO practices in which many marketers are familiar with: White Hat SEO and Black Hat SEO. By its names, it’s easier to identify which is the good side and which one is the bad side. Let’s take a closer look at each of them.
It covers strategies and techniques that abide by the rules and regulations of search engines. It’s easy to identify White Hat strategies. If your SEO company is providing services such as content creation, web design optimisation, and keyword researching, then you are on the right path. White Hat SEO is the best way to penetrate SERPs without getting banned or penalized by the search engine sites.
These are the types of techniques that go beyond what is allowed by search engine websites. Black hat SEO is a tactic that deceits search engine sites to have more visibility online without following its terms and conditions. An example of Black Hat SEO is purchasing links or creating websites with duplicate content. Yes, these can definitely boost the traffic of your page but it is not allowed. Black hat is a risky strategy that can create a negative impact on your website and business.
In Singapore, SEO is one of the strongest means of digital marketing. In our previous blog, we look into how Singapore fairs in the digital marketing arena. With its population of more than 5 million, Singapore is known to be one of the top online users in the world. 91% of its population access the Internet to search for information online. With this number, there is no doubt that businesses, small and big, need to dive into the digital marketing trend.
Aside from the basic SEO services in Singapore, SMEs are also embracing the rise of social media marketing. This opens a lot of doors for digital marketing agencies in the country to expand its services beyond search engine optimisation and search engine marketing.
In totality, digital marketing in Singapore is still in its toddler phase—learning and discovering new things along the way. But this is a great opportunity for both businesses and SEO companies in Singapore to explore, experiment, and launch new marketing initiatives. It is timely to hop on the ride as brands and businesses are still in the midst of realising the importance of having a digital presence.
Generally, there are two parts to search engine optimization: On-Page and Off-Page. Aside from these two, SEO comes with effective keyword analysis and in-depth reporting of the campaign’s progress and metrics. Let’s take a look at these factors more closely.
Every SEO campaign starts with effective keyword selection. All SEO services, not just in Singapore, begins with careful keyword research and analysis. Effective keywords mean effective SEO campaigns. The ability of an SEO company to provide relevant and effective keywords says a lot about their strength as SEO professionals.
Simply put, on-page initiatives are SEO strategies that are executed and implemented on your business’ own website. Apart from the keyword, it usually starts with a technical audit to identify which part of your site needs improvement in terms of search engine optimization. Also, part of the Onpage Optimization is reviewing the contents of your website and making sure that the keywords are used effectively.
To reach a wider range of users, off-page initiatives are essential to SEO. It refers to any activities initiated outside a business’ website to boost its rankings and build its web authority. Although link building is one, there’s more to do for off-page SEO. Competitor backlink analysis, for instance, is a method where the competition in a business’ industry is assessed in order to build a digital strategy of its own.
Putting together a great SEO report on a regular basis is one way for SEO agencies to build trust and keep their clients happy. But, it isn’t enough that it shows them what work has been done. It should also summarise key data and present actionable insights in a way that the clients will actually read and understand.
Similar to any other digital marketing initiatives, SEO is an investment that can take a significant chunk of a business budget.
If you’re looking to boost website traffic, reach more audience, and increase conversions, you should allocate a sufficient budget for it right from the beginning. But, how much should you pay for SEO?
While the purpose of SEO is clear, the cost of implementing an SEO strategy can vary greatly depending on the goals you are looking to achieve and the type of strategies being implemented. It also boils down to several other factors such as:
You can scout for an SEO professional or agency who can assess the needs of your website, draft a strategy, and help you achieve your goals with SEO.
In addition to the factors mentioned above, the cost of SEO services in Singapore depends on the company you are hiring as well. Because they offer different packages at different price points, it’s up to you to determine which one is most likely to meet your goals within your budget.
Preferably, however, it’s better for you to start off with basic services such as:
If your marketing budget allows, you can then invest in more services to bolster your campaign.
Most SEO agencies these days follow a monthly charge for SEO packages. It is a preferred option among businesses when they need to outsource their SEO completely.
It is by far the most promising way to achieve meaningful results with your SEO efforts. As such, it requires commitment from both ends—hence, it’s essential to find a digital marketing agency that you can work well with, and effectively too.
It’s safe to say that the price of SEO packages in Singapore can be anywhere from $300 to $3000 per month or more based on the scope of work. For instance, if you’re looking to have more keywords, more content submissions, and more technical issues to fix, then you might need to sign up for a comprehensive package than a standard one.
In addition, depending on your current rankings and competition, an SEO agency may also recommend you to include more keywords and strategies to your package to better optimise your website—and these come at a higher cost.
Furthermore, if you are in a rushed timeline and you want to see results in a shorter period of time, then you should be willing to pay more. But, even with the top-up, you should keep in mind that SEO takes time to take results—three to five months, on average.
Many SEO agencies in Singapore offer different pricing models. What follows is an estimate of SEO charges in Singapore and the services included in the packages.
If you do a quick search online, you can easily find freelancers offering SEO services with very competitive price. If you are on a shoe-string budget, going to a freelancer is definitely a choice to consider.
If you’re a small business with little competition, then a basic SEO package can be recommended for you. In the first month, the SEO agency will typically focus on conducting a website audit, optimising the top priority pages, and start addressing issues. Content development and link building strategies will then follow in the succeeding months.
On the other hand, a small business with the low-medium competition and less complex website can generally get by with signing up for an advanced package. Often, it takes into account more variables than a standard package and addresses more problems and improvements both on-page and off-page. It can be far more complex and technical than the other.
In addition to the upgraded version of services included in the basic SEO package, you can also get the following when signing up for an advanced SEO service:
SEO requires consistent efforts in creating content, building high-quality links as well as a strong focus on optimising usability, boosting performance, and driving conversion. It’s difficult to find this kind of services on a cheaper price unless you’re working with an agency that has been in the industry for quite some time and has mastered the art of producing quality at scale.
Hiring a company that offers cheap but low-quality service can affect not only your rankings but hurt your reputation as well. So, it pays to remember that while you may save some cost by subscribing to cheap SEO packages, it’s not always the best decision to go.
SEO is a continuous process that should be at the core of your digital marketing campaign. The ability of your website to consistently rank in the search engine depends largely on how you maintain your SEO activities.
As mentioned above, depending on the competition and industry, it might take more than 6 months or so to see the results of SEO. Hence, you should budget for a minimum 6-month commitment to the SEO contract with the agency.
We can’t stress further how SEO is a great investment for your business. While it takes quite some time to see results, you can rest assured that every dollar that you spend on SEO will deliver long-term improvements that you’ll reap as long as your company lasts.
So, now that it’s established that SEO is indeed an investment—the question now is how much you should invest in SEO.
Of course, it can still depend on what your goals are as well as how you are currently spending your digital marketing budget.
If your marketing budget allows, SEO is an investment that should start sooner rather than later. Time is a valuable asset in SEO, and the longer you delay investing in a thriving SEO campaign, the longer it will take to garner the free traffic.
If you’re a small, one-person shop, then SEO is still a very important investment, but it may make more sense to perform SEO on your own than to hire an agency to handle it for you.
Why do you want to rank at the top search results? The answer is simple.
About 75% of people who search online don’t look past the first page of the first results. This means that if you want more customers to find and contact your business, you need to rank in top search results for keywords and phrases related to your business.
Research shows that the first page of organic search results has a 71% click-through rate (CTR), while pages two and three have a combined CTR of only 6% — a drastic decline.
Moral of the story? The higher you rank in search results, the more people will find and visit your site. This means that you can reach more customers and earn more revenue for your business.
Choosing an SEO company which truly understands what your business is about and the needs of your business is paramount to the success of your SEO campaign. It is important to ensure that your SEO company is asking the right questions about your business including questions about your experiences with online marketing, your expectations, and your company’s priorities in terms of marketing.