Client name withheld under NDA.
Management consultancy is a crowded search category in Singapore. Management consultancy singapore draws around 1,300 searches a month, and the first page is held by global firms, large local practices and directories with years of authority. A smaller firm can have better content and still sit on Page 3, because Google sees few other sites vouching for it.
This consultancy had a good website and useful service pages, but only 34 websites linked to it, most of them old directory listings. It ranked on Page 1 for 12 keywords, drew about 1,350 organic visitors a month and received around 5 enquiries a month from search. The partners had tried buying a link package once, saw no results and were wary of anything that looked like a shortcut. The partners wanted a way to build authority that matched how they won clients offline: through reputation, referrals and being seen as experts in their field.
We audited every existing link, disavowed the spammy ones left over from the old link package and compared the firm's link profile with the consultancies ranking above it.
Starting with a clean profile protected the site from penalties and showed exactly which kinds of sites were linking to the competitors that ranked. The comparison also showed that competitors' strongest links came from media coverage and associations, which set the direction for the rest of the project.
With the partners, we created two pieces other sites would want to cite: an annual survey of Singapore SME owners on succession planning and a free business valuation checklist.
Other sites link to original data and useful tools, not service pages. These two assets gave journalists and associations a reason to reference the firm. The survey also gave the partners fresh talking points for client meetings and seminars, so it paid back beyond SEO.
We pitched the survey findings to Singapore business media and responded to journalist requests with comments from the partners on succession, restructuring and family business topics.
A quote in a respected publication brings a strong link and credibility at the same time. The partners' real expertise made them easy to quote. Several journalists came back with follow-up requests, which turned one-off quotes into an ongoing source of coverage.
We secured contributed articles and speaker profiles with industry associations, chambers of commerce and business schools the partners already worked with.
Relationships the firm already had were the most natural source of links. Turning them into published content took little extra effort from the partners. Each contributed article also linked naturally to a relevant service page, which kept the links useful rather than decorative.
We strengthened internal links from the most-linked pages to the key service pages and tracked new links, rankings and enquiries every month.
Links to the survey and checklist passed authority through to the service pages that bring in enquiries. Monthly reporting also showed the partners which links were actually moving rankings, which helped them prioritise their time.
Eight months in, 112 websites linked to the consultancy, up from 34, including 23 Singapore business publications and associations. Keywords on Page 1 grew from 12 to 46 and organic visitors rose from 1,350 to 4,860 a month. The site now brought in 21 enquiries a month from search instead of 5. Every link was earned through content and expertise, so there was nothing to unwind later and no risk from Google's spam policies. The survey also became an annual piece the firm plans to repeat. New enquiries also tended to be larger engagements, because many came from readers of the survey who were already thinking about succession.
Old spammy links disavowed, the survey and checklist published.
Media coverage and association articles took referring domains past 80.
112 referring domains, 46 keywords on Page 1 and 21 organic enquiries a month.
Journalists and associations link to original data and useful tools. A survey of SME owners did more for the firm's authority than any number of directory listings.
Associations, chambers and business schools the partners already worked with became the most natural source of high-quality links.
Bought link packages bring risk and rarely move rankings. Earned links from real publications kept the firm safe and built authority that lasts.
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