SEO Singapore: SEO Trends, SEO Tools & Techniques

seo in Singapore

Search engine algorithms are constantly evolving. To succeed, you need to be familiar with the latest techniques, trends and tools for SEO in Singapore.

In Singapore digital marketing realm, strategies change regularly – what was working last year may not be as successful this year. The same applies to search engine optimisation. If you fail to adapt to the latest developments in the industry, you risk falling behind to competitors.  In this context, losing out to your competitors means reduced traffic and less visibility on the web, which can hurt the progress of your business.

Actionable Techniques for SEO in Singapore

As mentioned above, SEO in Singapore is always changing. Here are the strategies that are useful and will rank you on top of SERPs and earn more revenue this year.

  • Optimise your website for Google RankBrain
  • Understand your audience and user intent
  • Go beyond Google search
  • Boost underperforming pages with internal links
  • Use structured data markup
  • Invest in technical SEO
  • Optimise for voice search
  • Optimise for featured snippets
  • Refresh existing content
  • Optimise your content for semantic SEO

Optimise Your Site for Google RankBrain

SEO in Singapore


Google recently announced the release of the RankBrain algorithm, which is set to revolutionise the SEO industry.

Google RankBrain is the search engine’s first machine learning algorithm. Its primary function is measuring how users interact with results on the first page of search results. A page that meets the needs of the user gets a higher ranking, while a page with irrelevant information will rank lower.

According to Google, RankBrain is one of their top three ranking signals, alongside links and content.  There are two quick ways of optimising your site for this ranking signal.

  • Improve your organic click-through rate – Google RankBrain loves it when more people click on your search results. When this happens, they rank you higher. If people do not click on your result, you will lose your rank. To improve your CTR, consider including numbers in your title and description tag.
  • Improve dwell time and decrease bounce rate – if your site has a high bounce rate, it means that your content is useless. Google will lower your rank as a result. On the contrary, if your site has a high dwell time, RankBrain will increase your rank.

Above all, make sure that your content is easy to read. It should also render correctly on mobile devices.  Nowadays, almost 60% of internet users do searches using their mobiles and tablets.

Understand Your Audience and User Intent

If you want to be successful in SEO in Singapore, you should understand the preferences of your audience. Specifically, you should know whether they like reading text, image, video or a combination of the three.

You need to understand what your audience expects to see on your website. The content should be presented in the simplest way possible.  It is also worth noting that the interests and preferences of your audience can change faster than you think.

Even if you write fantastic content and optimise it, it means nothing if it does not have value to the intended audience.  Nowadays, you have to centre content on user intent. More importantly, you should avoid ranking for broad terms.

During keyword research, you have to check search results to see if similar websites are ranking for that specific phrase. If they are not, you should avoid using that keyword.  Instead of using exact keyword phrases, focus on creating content that answers the questions of your target audience comprehensively.

Ideally, you should create content that anticipates the follow-up questions that your audience may have once you provide answers to their primary issue.

Go Beyond Google Search

If you want to stay ahead of the competition, your SEO in Singapore should look beyond Google. Although Google is undoubtedly the number one search engine, other platforms are making up the ground. Your search engine optimisation efforts have to consider these ‘other’ platforms.

An SEO campaign is successful if you show up wherever your target audience is searching. If potential clients are searching for apps, they need to spot your listing in app stores. Established brands employ a multi-faceted approach to marketing, and you should do the same for your digital marketing in Singapore. Your SEO campaign should transcend search engines like Google.

As a marketer, you should think beyond driving users to your website. Your brand should be visible in as many platforms as possible. For instance, you could capitalise on the growing popularity of digital assistants such as Amazon’s Alexa and Google Home.

Ultimately, you should optimise content such that it appeals to your audience, regardless of the source.

Boost Underperforming Pages with Internal Links

Internal links are links that direct users to other pages within your website. They are useful in assisting the flow of authority on your website.

Most people also believe that the anchor text on internal links has an impact on your Google rankings. According to Google’s John Mueller, this speculation is correct. That said, you must have an excellent internal linking structure.

If you want to boost underperforming pages with internal links, here is how to go about it.

  • Find the underperforming pages – using the main keyword for that particular page, assess how it ranks against competing pages. The competitors should share a similar search intent and have the same URL rating. This means that if your page is a blog, your competitor should also be a blog. The site should also have the same authority as you.
  • Find the places to add internal links – after finding the underperforming page, you need to find where to place the links. The best way of doing this is by searching your website for posts that mention the title or anything related to the content in the underperforming page.

Use Structured Data Markup

SEO in Singapore

As Google continues to embrace artificial intelligence, structured data is becoming more critical by the day.  AI needs fast processing of contents, and structured data is key to this.

If you are serious about your SEO in Singapore, you should learn about structured data, schema, and active and passive search behaviours. You should know how these aspects relate to actions that signal intent. The objective of this is to make it easier to find the information on your website.

When your website has the right information architecture, tags, metadata, and structured markup, it makes it easier for search engines to understand its contents.  As a result, you get a higher ranking, which is the primary objective of SEO.

Invest in Technical SEO

As technology advances, websites become more complex. This underlines the importance of investing in technical SEO.

Here are the core elements of technical SEO that businesses should look to implement.

  • Page speed – nowadays, Google rewards sites that take a short time to start displaying visual content. Page speed is a critical aspect of technical SEO.
  • JavaScript – as more websites continue to integrate JS into their designs, marketers have to learn how Google and other search engines rank JavaScript-driven sites.
  • Progressive Web Apps – websites are evolving into web apps. You should optimise your site such that users are comfortable with it appearing as an app on their home screens.

Optimise for Voice Search

SEO in Singapore

Voice search is one of the emerging trends for SEO in Singapore. According to Google, 20% of search queries on its Android devices are voice searches.

Many industry experts expect voice search to go mainstream this year. However, there are concerns over its ability to fulfil complex searches such as comparing products and services.  That said, the increasing popularity of voice-controlled smart devices means that it is worth the investment.

When optimising for voice search, marketers should understand translators cannot handle voice response. The use of voice will vary according to location, mainly because people have different dialects and accents.

Optimise for Featured Snippets

SEO in Singapore

Besides optimising your website, you should also optimise for Google search experience if you want your SEO in Singapore to do well.

You should focus on elements such as answer boxes, the knowledge graph, and carousels to improve the levels of organic to traffic to your site.  This amplifies the importance of search engine optimisation, as a website’s exposure depends on more visibility on search results as well as the number of clicks.

Another crucial aspect is optimising for featured snippets, also known as position zero on SERPs. Here are tips for getting a place in the featured snippet.

  • Structure your content better than your competitors.
  • Optimise your content for mobile search.
  • Use multiple H2 and H3 tags.
  • Use a table to provide a quick summary of the content.
  • List a bullet-point summary.
  • Get quality backlinks from authority sites.
  • Increase the site loading speeds.

Refresh Existing Content

Sometimes, content that used to get fantastic results for your SEO in Singapore might cease to be useful.  For instance, a post that used to rank on top of SERPs may no longer appear on the first page of search results.  This means less traffic and fewer conversions.

In most cases, content loses ranking when it becomes outdated. You can restore its worth by refreshing it with new statistics and then republishing it.

Here is how to identify content on your website that needs refreshment.

  • Use trial and error – over time, old content is bound to suffer from reduced traffic. You should occasionally check the performance of old pages to see if they need refreshing.
  • Use Google Analytics – this tool allows you to easily identify pages that are losing traffic. Navigate to the landing pages and then generate a report covering the past 12 months. From the results, you should tell if the page is receiving as much traffic as it was in the previous year.

Before you refresh content, it is vital to check whether its ranking relies on freshness.  You can do this by checking SERPs for republished pages. If other sites are republishing content on the topic, it is an indicator that freshness is crucial for its ranking.

Optimise Content for Semantic SEO

In 2013, Google introduced a search algorithm known as Hummingbird. Before this update, Google used to analyse individual keywords within your content.  The Hummingbird algorithm meant that the search engine could now understand the subject covered in your content.

The ability of search engines to understand the subject of your content and rank search results accordingly is known as semantic search.  For this reason, you need to optimise your content for semantic SEO.  This is how to do it.

  • Optimise your page as you would for regular SEO.
  • Cover subheadings related to your primary keyword – this enables Google to understand the subject of your content.


The Most Significant SEO Trends in Singapore

SEO is in constant motion, and you need to adjust regularly for your digital marketing in Singapore to remain on track.

Here are the most notable SEO trends in Singapore in 2019.

  • A rise in voice search
  • Mobile-first indexing
  • Blockchain technology impacts SEM and SEO in Singapore
  • The rise of Amazon search optimisation
  • Accelerated mobile pages
  • GDPR

A Rise in Voice Search

As mentioned earlier, voice search becoming more popular and is soon expected to go mainstream. By the end of next year, experts predict that 50% of all searches will be voice searches.

The reason behind the popularity is the rising ownership of digital voice assistants. The problem with optimising for voice is that it requires an entirely different approach than other SEO strategies.

Consider this instance. The way one searcher forms their question will be different from the way another user creates their query. If the search engine only allows users to ask questions in a particular way, it might not return results for all user queries.

Users will need to adapt to make the most of voice search. Marketers should also keep in mind that Google favours short answers to voice search queries –a standard result has an average length of 29 words.

There is a correlation between voice search optimisation and Google’s featured snippets.  The short answers can improve your ranking above competing website, giving you the much-desired position zero in search results. 

Mobile-first Indexing

Google introduced mobile-first indexing in March 2018. Many people believe that the change was long overdue, given that 57% of web traffic comes from mobile devices.

The mobile-first index is still relatively new, and nobody knows its impact in the future.  So far, it is known that it mainly focuses on page loading speeds and responsiveness.

It appears that Google believes that websites with slow loading speeds are the most significant challenge to mobile browsing.  For this reason, they are implementing the mobile-first index to force website owners to improve loading speeds on their sites.  Having a slow site can significantly hurt your SEO rank.

If you want your SEO in Singapore to be successful, you have to build a site that provides an optimal browsing experience to users. Nobody knows what to expect from mobile-first indexing. For now, it is advisable to make sure that your site is fast, easy to use and has an excellent user experience.

Blockchain Technology Impacts SEM and SEO in Singapore

Many people know of blockchain as the technology that operates Bitcoin and other cryptocurrencies. However, its effects go beyond this industry. One of the many sectors that stand to benefit from this emerging technology is SEO in Singapore, and probably the entire digital marketing industry as well.

The most notable feature of blockchain technology is its ability to keep a secure and unchangeable record of transactions. In the case of SEO, it can secure the connections between advertisers and website owners.  It ensures that the transaction between these parties run smoothly.

Blockchain cannot be tampered with, meaning that the website owner can verify whether a human or a robot viewed an ad.  It also ensures that you pay for genuine clicks if you are running a pay-per-click advertising campaign.  Overall, blockchain technology helps in reducing online advertisement fraud.

The introduction of blockchain technology will have a massive impact on SEO in Singapore. Websites can use schema markups to record the identities of visitors and keep logs of the number of tokens received by particular content.

The Rise of Amazon Search Optimisation

One of the emerging SEO trends in Singapore is Amazon search. Although there is a still long way to go before it can compete with Google, Amazon Search is on the rise. Many SEO experts are predicting significant growth in amazon search optimisation this year.

If you have any doubts over this prediction, you should know that many shoppers are now using Amazon to find products. A sizeable portion of these consumers visit  Amazon before other websites when researching for products.

Nowadays, Amazon offers more than products – the site suggests similar products, has product reviews, and other products that might interest you. When doing research, you do not need to use other search engines, Google included.

Accelerated Mobile Pages (AMP)

Mobile optimisation is an integral element of SEO in Singapore. Google’s accelerated mobile pages are an excellent way of increasing the page speeds for mobile pages.

AMPs are already a key ranking factor on Google. Many people expect more sites to adopt AMP for page optimisation. However, their shortcoming is that they render webpage content without images, which explains the fast loading speeds.  For this reason, it is best suited for sites with more text and fewer images, such as news websites. It also gets such sites to the top of search results. 


GDPR refers to the General Data Protection Regulation. It is a law that governs the collection, use and sharing of personal data. Companies with European customers must seek consent before collecting personal data. They must also inform the clients on how they intend to use such data, as well as whether they plan to share it with third-parties. The client has the right to request the modification or deletion of the data, and can also revoke consent at any time.

Following the implementation of GDPR, Google introduced new compliance features to Google Analytics.  Personal data will expire 26 months after collection.  However, you can still adjust this period to suit your preference. Also, you can now delete a user’s profile upon their request.

Here is how to ensure that your website is GDPR compliant.

If you have no customers from Europe, activate the ‘do not automatically expire’ option on Google Analytics. The only problem with this is that you assume full responsibility of protecting user data.

If you have European clients, follow the steps below.

  • Identify all the sources that collect user data on your website. Confirm this to avoid sharing private data to Google Analytics.
  • Update your privacy policy to match the requirements of the GDPR.
  • Update your cookie consent form. The new form should declare the information you collect, why you do it, where you store it and a confirmation that the data is secure.
  • If your site uses Google Tag Manager, ensure that you activate IP anonymisation. It is worth noting that this will reduce the precision of traffic location data. In simple terms, you will not know the exact location of the people visiting your site.

The Best SEO Tools for Singapore Companies

Working with the best SEO tools makes your optimisation easier and more accurate. SEO relies heavily on data, especially from your target audience, which requires that some tasks be handled by specialised software.

 Here are the top free tools to help you with your SEO in Singapore.

  • Google Analytics
  • Answer the Public
  • SEMRush
  • Mobile-Friendly Test
  • Check My Links
  • Google Search Console
  • CanIRank

Google Analytics

SEO in Singapore

The best SEO companies use Google Analytics to help them with optimisation.  Websites, too, like this tool, as it is crucial for any digital marketer that wants to run a successful SEO campaign. In 2015, an estimated 50 million websites had this tool; this figure has increased significantly since then.

If you learn how to use it properly, Google Analytics could prove indispensable for your SEO in Singapore. It shows the number of visitors to your site and the sources of your traffic.  

The detailed information can help marketers on Singapore to adjust their strategies for better success. It is not a coincidence that the best SEO agency in Singapore loves Google Analytics. 

Answer the Public

SEO in SingaporeSEO in Singapore

Answer the Public is a useful tool that gives you data about the most asked questions concerning a particular keyword. 

After you type in the keyword, this tool will fetch popular queries related to that keyword. Such data is critical in informing content creators about the problems they should address in their posts. For example, if many people are asking ‘Which is the best SEO agency in Singapore?’ the creator could publish a post that lists the best SEO companies in the country.


SEO in Singapore

SEMRush is known as one of the best SEO tools on the internet. It is primarily used for keyword research, which is among the key elements of SEO in Singapore.

It allows you to find the keywords that affect the ranking of various webpages on the internet.  Furthermore, it provides more information like the position of the keywords in search results, web traffic trends over a specified period, and the addresses that get this traffic.

Using SEMRush, you can quickly identify the keywords that your competitors are ranking. This enables you to create better content that will ‘steal’ their traffic.  Besides keywords research, this platform offers more features and unlimited access in their paid plans.

Mobile-Friendly Test

SEO in Singapore

Mobile-friendliness is vital for the success of SEO. The Google Mobile-Friendly Test tool is useful in assessing if your website provides an optimal browsing experience to mobile users.  It is fast and easy to use – all you need to do is give the URL, and it will tell you if your site is optimised for mobile or not. 

Besides, this tool also suggests ways through which you can make your website mobile-friendly. The Page Loading Info feature tells you if Google can easily access all resources in a specific webpage, and what you should if it cannot.

Check My Links

SEO in Singapore

Check My Links is an extension of Google’s Chrome web browser that crawls your site to evaluate the status of all links.

With this tool, you can quickly identify the links that are working, as well as broken links. After the crawling is complete, you can copy all broken links to your clipboard with one click.

Google Search Console

SEO in Singapore

The Google Search Console provides several insights that can prove invaluable for your SEO campaign. Its most significant benefit is that it sources this data directly from Google. The data is useful for assessing keyword performance, indexation issues, sitemap status, and mobile usability, and so on.


SEO in Singapore

As the name suggests, CanIRank is useful in gauging the probability of ranking on the top of SERPs for a specific keyword.  The tool also uses AI to provide suggestions on better keyword targeting.


There you have it – these are the latest techniques, trends and techniques for SEO in Singapore. Given that SEO is a massive investment, you should adhere to this guideline to generate a meaningful ROI. More importantly, consider hiring an SEO agency in Singapore to create, implement and monitor the SEO campaigns on your behalf.






Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.

August 15, 2019

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