Discover practical SEO tips to help you rank on Google and grow your leads and sales.

If you are a small business owner wondering how SEO can actually grow your sales, and not just your traffic, this guide is for you.

You will learn

• What is SEO?
• The Different Types of SEO
• The Difference Between SEO and PPC Advertising
• Benefits of SEO for Small Businesses
• Whether SEO is really worth it for Small Businesses
• When SEO might not be right for you?
• How to do SEO as a beginner (Step by Step)?
• Impact of Google Algorithm Updates on SEO
• How Ai impacts SEO
• Should you do SEO yourself or outsource it?
• How to choose the right SEO Agency for your business?

I have used SEO to grow multiple businesses, rank hundreds of keywords on Google Page 1, and generate over $1 million in revenue, all without relying on ads. Read my full story here.

Whether you are starting from scratch or looking to improve your existing strategy, this guide will give you a clear, step-by-step roadmap to get you closer to your goals.

Let’s dive in.

What Is SEO? A Simple Definition

SEO stands for Search Engine Optimization. It is the process of helping your website show up higher on Google searches, when people search for information related to your product or service. Unlike sponsored Google advertisements, you do not need to pay Google to appear on Google searches with SEO.

For example:

If someone types “SEO Agency Singapore” and you run a SEO agency in Singapore (like I do), SEO is what helps your website show up on Google Page 1 for that search result.

Here is my blog around 11 best SEO agencies in Singapore appearing on Google Page 1 for the search “best SEO Agency Singapore”.

SEO is not about tricking Google to rank your website. It is about making your website:

• Easy for Google to understand
• Relevant for the right keywords
• Highly valuable for your website visitors to reference and trust (more than the website of your competitors)

In short: SEO helps you get found by the right people at the right time, without paying for sponsored advertisements.

What Are the Different Types of SEO?

• Local SEO
• Ecommerce SEO
• News SEO
• Video SEO
• Enterprise SEO
• International SEO

Not all businesses need the same kind of SEO. Depending on your industry, size, and goals, the right SEO strategy can look very different.

Here are the most common types of SEO and who they are for:

1. Local SEO

Local SEO is used by businesses that want to rank on Google in a specific city or location (e.g. “math tuition centre Singapore, Barber shop near me”). The location you want to rank for can be in your country, city or even a small geographical area in your city. 

Local SEO focuses on location-based keywords, local citations, reviews and rankings on Google Maps. 

2. Ecommerce SEO

Ecommerce SEO is essential for businesses selling products online through an online store. Whether you are using Shopify, WooCommerce or a custom HTML website, you can work on Ecommerce SEO for your website.

The goal of Ecommerce SEO is to sell more products online by focusing on product page optimization, structured data, category SEO and more. 

3. News SEO

News SEO is used by news outlets and blogs publishing time-sensitive content pieces that need to rank quickly. It focuses on SEO aspects such as headline optimization, Google News indexing, structured data and more. 

4. Video SEO 

As the name suggests, video SEO is used for ranking videos on video results of search engines like Google. With YouTube still the world’s biggest video search engine, YouTube SEO is also a core aspect of video SEO. It is best used by coaches, educators and influencers and requires attention to aspects like your video thumbnails, titles, descriptions, watch time, and engagement.

5. Enterprise SEO

Enterprise SEO is most suitable for large companies, government organizations or content-heavy sites with hundreds or thousands of pages. The focus of enterprise SEO is in dealing with complexities of large scale websites that have multiple page types and even languages.

6. International SEO

International SEO is used by global brands and businesses targeting multiple countries or regions. It requires optimising hreflang tags, creating country-specific content and geo-targeting. 

International SEO includes multilingual SEO in many cases. For example, a company in Switzerland might offer its website in German, French, and Italian to serve users from different linguistic regions. Or a hotel in Barcelona might publish its content in Spanish, English, and German to attract both local and international travelers searching in their native languages.

SEO vs PPC Advertising: Which Should You Focus On?

If you have ever Googled something and seen the word “Sponsored” in bold on top of a search result, you have seen PPC (Pay-Per-Click) advertising in action.

PPC advertising, also known as Search Engine Marketing (SEM) or Google Ads, refers to running paid advertisements on Google. You choose keywords, set a budget, and pay Google every time someone clicks on your ad, whether or not they become a customer.

SEO, on the other hand, allows you to appear high up the search engine results page without paying Google any money. It is slower to build up and takes a lot of time and effort initially, but is suitable for businesses looking for a great return on investment in the long run. More users also trust organic SEO results over sponsored Google ads.

Before you decide whether to use SEO or PPC for your business growth, you need to consider the following factors:

• How urgently do you need to generate leads and sales for your business?
  • If you need to generate leads and sales urgently, PPC advertising or other paid advertising channels may be a lot faster than SEO. 
• What are your short and long term goals?
  • Is your short term goal to increase your number of leads and clients immediately? Or is it to grow your clientele in the next 6 months to 1 year? SEO can help to grow your business, but only if you allocate a longer time frame for it of at least 6 months. 
  • In the long run, would you like to rely solely on paid advertising? Or do you want to tap on organic traffic for sustainable scaling of your business? SEO is a great channel to stop relying on paid advertising, as paid advertising costs can get increasingly expensive. 
• What is your total monthly budget for marketing?
  • Depending on your total monthly marketing budget, you need to allocate it across different channels. 
  • This is even more crucial if you are running PPC advertising. How much will you spend on Google ads? Will you engage an agency to help you run your paid ads? 

Make sure you answer each of these above questions and plan out your marketing budget, before you focus on SEO, PPC or any other marketing channel. 

Benefits of SEO Marketing for Business Owners

Most business owners don’t care about rankings for the sake of it. They care about results. Here is why SEO continues to be one of the most powerful growth channels for most businesses:

• Sustainable Traffic

Unlike paid ads, SEO doesn’t stop bringing in website visitors and leads the moment you stop spending. Once your website ranks well for the right keywords, it can bring in a steady flow of qualified visitors, day and night, even while you sleep.

• Precise Targeting

SEO helps you attract people who are actively searching for what you offer, not just scrolling past your ad.- For example, someone searching “t-shirt printing Singapore” is likely ready to engage a t-shirt printing company in Singapore. That is the kind of intent SEO captures.

• High Credibility

People trust organic search results more than ads. Showing up on Google Page 1, especially in the top 3 positions without the word “sponsored”, signals authority and trustworthiness. It is like getting a vote of confidence from Google.

• Long-Term Sales Growth (Without Rising Ad Costs)

With paid ads, the more leads you want, the more you have to spend. But with SEO, once your content and site are well-optimized, you can scale your traffic and sales without constantly increasing your budget.

SEO isn’t just a traffic channel. It is a long-term revenue engine. And if you invest in it the right way, it continues to work month after month, year after year.

Is SEO Really Worth It for All Businesses?

• When SEO is worth it?
• When SEO might not be right (yet)?

The truth is, SEO isn’t for everyone.

While it is one of the most powerful marketing channels for long-term growth, it is only effective when used at the right time and in the right context.

Here is when SEO does make sense and when it doesn’t.

When SEO Is Worth It

1. You have a proven product or service

If you have already made sales and know your offering solves a real problem, SEO can help you scale that success by driving consistent traffic and leads.

2. You have a unique selling point that your customers value

If you are competing on Google Page 1 with others offering similar services, your unique edge is what turns clicks into customers – whether it is speed, price, quality, location, or something else your customers value.

3. You are looking to scale beyond your current channels

SEO helps you reach people who have never heard of you before but are actively looking for what you offer. It’s a great way to expand your reach beyond referrals, Instagram, or word-of-mouth.

4. You are tired of the increasing cost of paid ads

If ad spend is becoming unsustainable, SEO offers a way to grow without relying on constant payments. It is a slower build-up. But the long-term ROI is often far greater.

When SEO Might Not Be Right (Yet)

1. You don’t have a offer that is selling

If you haven’t made any sales or are still validating your product or service, SEO can become a costly distraction. Focus on proving your offer first.

2. You need immediate results (e.g. for a short-term event)

SEO takes time, at least 3 to 6 months to start seeing meaningful traction. Often SEO takes much longer for competitive industries. Hence, it is not the right channel for urgent marketing needs.

3. You lack both time and money

You either need the time to learn and implement SEO yourself, or the budget to hire someone who can do it properly. If you have neither, it is best to revisit SEO later.

4. You are in a niche with little to no search demand

In rare cases, no one is actually searching for what you offer on Google. For example, if you offer an ultra-specific service like “personal brand photography for influencers in Singapore” — and there is no search volume, SEO cannot deliver results. You are better off using outbound or social strategies to grow your revenue.

SEO is a growth multiplier, not a magic wand. When used at the right stage of your business, it can become one of your most valuable sales engines. But timing, offer-market fit, and strategy matter.

How to Grow Your Business If SEO Isn’t Right for You (Now)?

• You don’t have an offer that is selling yet
• You have an offer that is selling but you need sales urgently (Due to high costs)
• You are in a niche with little or no search demand

SEO is one of the most powerful growth engines for a business, but only if you are in the right position to use it.

If you are struggling to get your first few sales, dealing with cash flow pressures, or operating in a niche with little to no search demand, SEO might not be the next best step for you just yet.

Most businesses that aren’t ready for SEO fall into one of these three categories:

1. You don’t have an offer that is selling yet.
2. You have an offer that is selling but you need sales urgently (due to high costs).
3. You are in a niche with little to no search demand, so SEO won’t move the needle.

Here is how to grow your business depending on which one applies to you:

1. You Don’t Have an Offer That Is Selling Yet 

If your product or service isn’t even selling, the issue isn’t visibility. It is product-market fit. Before trying to scale with SEO or ads, focus on validating your offer.

Ask Yourself:

• How many units have I actually sold? 
  • Was it just one or two, or enough to prove there is real demand?
• If at least one person bought, who was it, and why did they buy? 
  • What problem were they trying to solve? 
  • What made them choose you?
• If no one has bought yet, what is stopping them? 
  • Is it price, unclear messaging, product issues, or poor positioning?
• What do my customers say about what I sell? 
  • Are they happy? Would they buy again or refer someone else? What feedback have they given?

What to Do:

• Go where your audience already is. Study the platforms they use daily:
  • Facebook Groups: See what they complain about, ask for, or rave about
  • YouTube Comments: Observe what people say under videos related to your product category
  • Forums (like Reddit, Quora, or niche-specific communities): Note recurring pain points, language, and desired solutions
• Join the conversation. Then ask better questions. Don’t just lurk. Post, comment, DM. Ask:
  • “What has been your biggest frustration with [problem]?”
  • “Have you tried any solutions before? What worked? What didn’t?”
• Refine your offer based on real conversations. You don’t need a perfect product — just one that solves a real problem better, faster, or more affordably than alternatives.
• Get your first few sales manually. Reach out to potential buyers personally. Pitch your offer one-on-one. Adjust your message based on who says yes and who doesn’t.

You don’t need a website that ranks. You need an offer that resonates.

2. You Have an Offer That Is Selling But You Need Sales Urgently (Due to High Costs)

You have proven your offer works but rising overheads, fulfillment costs, or bloated spending are strangling your growth.

You cannot afford to wait 6 to 12 months for SEO to kick in. You need results now, but without sinking deeper into unsustainable marketing spend.

Ask Yourself:

• What costs are significantly eating into my profit margins?
  • Is it paid ads? 
  • Full time staff? 
  • Fulfillment? 
  • Rent?
• Which expenses can I reduce, pause, or restructure?
  • Can I renegotiate supplier costs or look for alternative suppliers? 
  • Can I use part-time help or interns instead of full-timers?
  • Can any work be replaced, speedened (or supported) by AI tools?
  • Can I look for an office at a cheaper location? Or a coworking space instead?
  • Are there operational tasks that could be systemised to save cash?

What to Do:

• Trim overheads strategically.
  • Free up cash so you can reinvest in lower-cost growth channels like organic social, direct outreach and partnerships.
• Use fast-feedback channels.
  • Launch ads on an ad platform you are confident to get a positive return on investment on (e.g. Meta ads). Aim to get a positive ROI within as little as 1 to 3 months, and make sure you work with tighter targeting and daily spending limits. 
  • Reconnect with past customers and offer referral incentives.
  • Tap into WhatsApp or email lists with time-sensitive offers.
    
• Lay the groundwork for SEO now.
  • Even if you can’t invest heavily in SEO today, start creating helpful blog content, optimizing your Google Business Profile, and collecting reviews. So you are better prepared to scale when margins improve.
  • Also, remember that ad costs increase with time, so the earlier you tap onto organic channels like SEO, the faster you can stop relying solely on paid advertising. 

3. You are in a niche with little or no search demand

Some businesses offer amazing value but no one is Googling for them. SEO won’t help if demand doesn’t exist yet.

This is common in:

• New, emerging service categories
• Personal brands with abstract offers
• Highly niche industries

What to Do:

• Study how others in your niche grow.
  • What are the top 3–5 people or brands in your space doing? 
  • Are they active on Instagram, LinkedIn, YouTube? 
  • What type of content works for them?
• Lean into high-trust, high-visibility platforms.
  • Build a presence where people discover new things (e.g. TikTok, YouTube Shorts, Reels)
  • Use storytelling, education, and social proof to create demand before search intent exists
• Go outbound, not inbound.
  • Use cold DMs, emails, or strategic partnerships to get your first batch of customers.
• Create content that builds trust even if it doesn’t rank.
  • Create compelling social media content or website content around what you do
  • Answer FAQs in short-form posts. 
  • Share success stories. 
  • Showcase results and testimonials.
  • The content may not bring traffic today, but it builds your credibility slowly until demand picks up.

If your offer isn’t proven, validate it.

If your margins are tight, reallocate resources to faster-moving channels, while laying the groundwork for SEO.

If people aren’t searching, create demand first. Then scale it later.

SEO works best when you have a proven offer that people are searching for information for, and you are prepared to wait 6 to 12 months for more traction and sales. 

How to do SEO as a Beginner (Step-by-Step Guide)

• Step 1: Start With SEO Keyword Research 
  • Establish Keyword Demand
  • Check Keyword Competition (Using “allintitle” Method)
  • Assess Keyword Profitability
• Step 2: Create One Page for Each Keyword You Want to Rank
  • What Is Skyscraper Content?
  • When Should You Use Skyscraper Content?
  • When Skyscraper Content Isn’t Needed
  • Create a Mix of Short-Form and Skyscraper Content
  • Why Strategy Matters More Than Content Length
  • When SEO Is Best Done by an SEO Agency
• Step 3: Optimise Your On-Page SEO With These 20 Proven Tips
• Step 4: Build Trust and Authority with Backlinks

If you have never touched SEO before, don’t worry. You don’t need to be an expert to understand the basics and you don’t need fancy tools to get started.

Here is a simplified, practical roadmap to help you understand how SEO actually works:

Step 1: Start With SEO Keyword Research 

Doing SEO without keyword research is like getting into a car with no destination in mind. You need to know which keywords you want to be ranking for in your niche, by checking for demand, competition and profitability.

This beginner-friendly method covers all 3 key parts of keyword research using free tools or a limited-time trial without paying for expensive subscriptions.

Establish Keyword Demand

Before you try to rank for any keyword, ask “Is anyone even searching for this?”

How to check:

• Go to Ubersuggest and sign up for their 7-day free trial.
• Click Keyword Research > Keyword Ideas in the left menu.

• Enter a main keyword related to your service. For example:
  • “Resume writing services”
  • “Team building activities”
• Set the correct location (e.g. Singapore).
• Look at the Search Volume column.

Focus on keywords with at least 40 searches/month.

Skip those with 30 or fewer unless they are hyper-niche with strong buying intent.

Copy or download your shortlisted keywords into a spreadsheet. You will refine this list in the next steps.

Check Keyword Competition (Using “allintitle” Method)

Think of this like choosing which competition to take part in, before you register for it. You wouldn’t join a soccer match without knowing what league you are in. So why try ranking for a keyword without checking who else is targeting it?

Here is how to check without paying for SEO tools:

• Open an incognito browser tab.
• Type into Google: allintitle: your keyword here + location
  • Example: allintitle: resume writing services Singapore
• The number of search results tells you how many pages have that exact phrase in their title tag. A title tag is a key SEO signal that indicates that a page wants to rank for that keyword. 

Lower allintitle count = easier competition

Example:

• allintitle:resume writing = 243 results

• allintitle:resume writing services = 52 results

• Focus on the second for faster SEO results. It is more specific, and less competitive.

Assess Keyword Profitability

Not all keywords are created equal.

Just because a keyword gets 500 searches a month doesn’t mean it is worth targeting for your business. And just because another gets only 20 searches doesn’t mean you should skip it.

To choose the right keywords that actually lead to sales, you need to understand two things:

1. The length of the keyword (short-tail vs long-tail)
2. The intent behind the keyword (informational, commercial, transactional, or navigational)

Let’s break both down.

Short-Tail vs Long-Tail Keywords

The first thing to look at is the structure of a keyword, or in other words, how specific or broad it is. This impacts how much traffic you get, how hard it is to rank, and how likely that traffic will convert.

Here is how they compare:

Short-tail keywords are 1–2 word phrases that are broad, general, and often highly competitive. They usually have high search volume but low conversion rates because the searcher’s intent isn’t clear. For example, someone searching for “resume” could be looking for a template, a definition, a writing service, or something else entirely. Because of how vague they are, short-tail keywords are difficult to rank for and rarely lead to direct conversions — especially for small businesses.

Long-tail keywords, on the other hand, are longer and more specific phrases, typically 3–6 words or more. These keywords may have lower search volume, but the intent behind them is much clearer. For example, someone searching for “professional resume writer Singapore” is far more likely to be a potential customer than someone searching “resume.”

Long-tail keywords are easier to rank for and often deliver higher conversion rates, making them ideal for small businesses and new websites starting out with SEO.

Long-tail keywords may bring in fewer visitors, but those visitors are far more likely to convert. Because these searchers have a clearer idea of what they want and are searching for exactly what they need. 

Start with long-tail keywords if you are a small business or just starting SEO.

Search Intent: Why the Keyword Is Being Searched

Once you have identified potential keywords, you need to understand the intent behind the search.

Google’s entire algorithm is built around matching the right content to the searcher’s intent. If your content doesn’t match the intent, it won’t rank. There are 4 core types of keyword intent, and they serve different purposes in your SEO strategy:

1. Informational Keywords

These are used by people who want to learn something or understand a topic. The searcher is in research mode, not buying mode. Examples include:

• “How to write a resume”
• “What is team bonding?”
• “What is SEO?”

These keywords are best used for blog posts, educational content, and building trust. But they don’t usually convert directly into sales.

2. Commercial (Investigation) Keywords

These are used when a person is comparing products, services, or providers before making a decision. They are usually one step away from buying. Examples include:

• “Best resume writing services Singapore”
• “Best SEO agency Singapore”
• “Semrush vs Ahrefs”

These keywords are ideal for listicles, reviews, and comparison blog posts. And they are excellent for capturing warm leads.

3. Transactional (Profitable) Keywords

These keywords signal that the searcher is ready to take action — to book, contact, or buy. They are the most profitable and should be prioritised when building service pages or landing pages. Examples include:

• “Hire resume writer Singapore”
• “Corporate cleaning services Singapore”
• “SEO consultant for law firms”

If you want traffic that converts into real business, it is crucial to focus on transactional keywords in your niche early on.

4. Navigational Keywords

These are used when someone is looking for a specific website, brand, or tool. For example:

• “LinkedIn login”
• “Ubersuggest SEO tool”
• “SEO with Senthil blog”

Unless it is your own brand, these keywords are not worth targeting. You won’t outrank the brand itself, and even if you do, the visitor likely won’t convert.

Focus first on commercial and transactional keywords. These are the most likely to drive qualified leads and revenue.

Use informational keywords to build trust, rank for more long-tail queries, and support your authority but don’t expect them to convert visitors right away.

Skip navigational keywords unless you are optimizing for your own brand.

Here is how you should prioritise your content creation:

1. Start with transactional keywords (e.g. “SEO services Singapore”)
   • Build your service and sales pages around these.
     
2. Add commercial (investigation) keywords (e.g. “best SEO agency Singapore”)
   • Use listicles, comparison posts, and testimonials.
     
3. Support with informational content (e.g. “What is SEO”, “How long does SEO take?”)
   • This builds your topical authority and supports rankings.
     
4. Track branded navigational keywords only for your own name or business
   • Example: “SEO With Senthil blog”.
   • No need to create content around navigational keywords unrelated to your business.

Step 2: Create One Page for Each Keyword You Want to Rank

Once you’ve chosen your keywords, the next step is to create a dedicated page for each keyword or topic you want to rank on Google.

Why? Because Google doesn’t rank websites — it ranks individual pages.

But not all pages are created equal. Some keywords need short, simple answers. Others require deeper, more authoritative content to compete.

That’s where Skyscraper Content comes in.

What Is Skyscraper Content?

Skyscraper content is a page that is significantly more helpful, detailed, and valuable than what already exists on Google for the same topic.

Think of it like this:

Imagine you’re in a city full of buildings (web pages).

To stand out, you build the tallest, best-designed building — one that people can’t ignore.

That’s what skyscraper content is.

It is not just longer — it is better:

• Better organised
• More informative
• More visual
• Easier to understand
• More aligned with what the reader is searching for

Google rewards that kind of content — especially when it is paired with strong keyword research and good formatting.

When Should You Use Skyscraper Content?

Skyscraper content takes more time and effort to create. So you only want to use it when it’s truly needed — for high-value, high-competition keywords.

Use skyscraper content when:

• The keyword has high search volume
• The competition is strong (i.e. the top 3 results are solid)
• The keyword has clear commercial value (e.g. could bring in leads or sales)

These are the pieces of content that deserve the most attention. These are the pages you want to rank on Page 1, ideally, in the top 3 spots.

For example:

I created an article called “11 Best SEO Agencies in Singapore (2025)” to rank for the highly competitive keyword “SEO agency Singapore.”

Because the content was stronger than what competitors had (clearer, deeper, and more useful) it not only ranked for that term, but also started ranking for:

• “best SEO agency Singapore”
• “SEO services Singapore”
• “list of SEO companies in Singapore”
• And other related searches

This is the power of a well-executed skyscraper article.

If you want to write your own skyscraper SEO content, read my indepth article on mastering skyscraper content here.

When Skyscraper Content Isn’t Needed

Not every keyword needs a 2,000-word article.

In fact, creating skyscraper content for low-competition, low-search-volume keywords is a waste of time. In these cases, a short, focused blog post or supporting page is enough.

Use shorter pages when:

• The keyword is educational (e.g. “how long should SEO content be?”)
• The competition is weak
• The keyword only gets a handful of searches each month

These smaller pieces support your overall SEO strategy by:

• Building topical authority
• Supporting internal links
• Answering niche customer questions

Create a Mix of Short-Form and Skyscraper Content

Once you understand when to use skyscraper content (and when not to), the next step is building the right mix of content across your website.

Not every keyword deserves a skyscraper article.
But relying only on short-form content won’t get you far either.

What your site needs is a content strategy — a smart blend of:

Why Strategy Matters More Than Content Length

As you publish more content, you’ll start noticing something:

• Some pages rank well with just 600 words.
• Others don’t budge despite being 2,000+ words.

That is because SEO is not just about how much you write — it is about the quality of the content you write compared to what is already out there, the keyword you are competing to rank for, and much more.

You need to ask:

• What is the searcher actually looking for?
• How strong is the competition for this keyword?
• What’s missing from existing content that I can add?
• Should this be a skyscraper article or a simple answer?

When you approach content this way, you create with purpose — and that is what drives real rankings.

When SEO Is Best Done by an SEO Agency

If your business operates in a competitive industry, like law, real estate, tuition, cleaning services, or consulting, then DIY content isn’t enough.

An experienced SEO agency can:

• Audit your current rankings and performance
• Identify content gaps you may miss
• Prioritise content based on commercial value, competition, and intent
• Advise when to go big (skyscraper) and when to go lean (supporting post)
• Tap on SEO tools like SurferSEO and SEO expertise to create outstanding Skyscraper content for you
• Handle ongoing SEO work, including building quality backlinks (“referrals”) to your skyscraper content, so you can focus on running your business

At this stage, SEO becomes more than just writing. It becomes a data-informed growth strategy.

Step 3: Optimise Your On-Page SEO With These 20 Proven Tips

Once you’ve created a dedicated page for each keyword, the next step is to 

• Optimise each of those pages so they can rank well on Google 
• Convert your website visitors into customers. 

These 20 action-driven on-page SEO tips are ordered in the same sequence you can implement them, from first setup to advanced trust signals.

PHASE 1: Set Up the Page for SEO

1. Pick the Right Title Tag

Write a unique title for every page that includes your primary keyword, stays under 60 characters, and entices clicks.

2. Use Accurate & Engaging Meta Descriptions

Summarise the content in 120–158 characters and include your keyword naturally. Think of it as a mini ad that drives searchers to click.

3. Create Clean, Keyword-Rich URLs

Use hyphenated, descriptive URLs (e.g. /best-catering-singapore), avoid numbers or symbols, and include your main keyword.

4. Follow Keyword Placement Best Practices

Include your keyword in the first 100 words, H1, URL, and naturally throughout the page. Use synonyms and related terms identified via tools like SurferSEO. Avoid keyword stuffing.

5. Use One Clear H1 Heading

Every page should have only one H1 tag that includes your main keyword and tells readers what the page is about.

PHASE 2: Write & Format for Humans (and Google)

6. Format Content with Headings & Structure

Break up your content using H2s, H3s, bullet points, and short paragraphs. Make it skimmable and mobile-friendly.

7. Make It Easy to Read

Write for a Grade 5–7 reading level. Use tools like Hemingway App to check readability. Use simple sentences and everyday words.

8. Add Relevant Visuals

Use images, icons, or graphics every 150–300 words. Name your image files clearly and add alt text with descriptive phrases.

9. Optimise Image Sizes

Compress your images using tools like TinyPNG to reduce page load speed without sacrificing quality.

10. Include Strong Calls to Action (CTAs)

Use clear CTAs throughout the page (e.g. “Get a Free Quote”, “Download Pricing Guide”) that match the visitor’s intent. CTAs can keep people more engaged and on your website for longer, indicating to Google that visitors are happy with the website result displayed by Google.

PHASE 3: Engage Visitors & Strengthen Relevance

11. Add Internal Links
Link to other relevant pages on your website using descriptive anchor text. Start with 2–3 links per post and build over time.

12. Link Out to High-Quality External Resources
Cite useful, non-competing external sources. Don’t link to spammy or irrelevant sites.

13. Optimise for Featured Snippets

Structure key answers in 40–50 word summaries. Use numbered lists or Q&A formatting to increase chances of being featured.

14. Add Schema Markup

Use structured data, also known as schema markups, to help Google better understand your content. Consider FAQ, Article, Local Business, or Review schema.

15. Improve Mobile Friendliness

Use a responsive design. Test your pages on Google’s Mobile-Friendly Test and adjust layout issues.

PHASE 4: Strengthen Technical Foundations

16. Boost Website Speed

Use Google PageSpeed Insights to check your current website performance. Optimise by compressing images, enabling caching, and reducing unused scripts.

For more details, check out this 17 step complete guide to improve your Page Speed here.

17. Use HTTPS for Site Security

Ensure your entire site is secured with an SSL certificate. Once you install a SSL certificate and make your website secure, a Secure Padlock (See padlock in image below on the left of my blog website URL) will appear on all of your website URLs.

18. Improve User Navigation

Keep your top navigation bar simple and easy to explore. Include a clear site hierarchy and visible sitemap. You can create a XML Site Map & HTML Site Map (for users) by following the steps here.

Add Anchor Links also known as Jump Links for long pieces of content to make user navigation easier within web pages. I have added jump links at the top of this page below my blog title.

PHASE 5: Build Trust & Authority

19. Incorporate E-E-A-T Signals

Display author bios and founder stories, client testimonials, trust badges, and certifications. Include links to case studies or results.

20. Increase Engagement Signals

Encourage more pages per session through internal links, reduce bounce rate by matching content to intent, and increase time on page through value-packed long-form content.

Also, give customers an easy way to contact you (through a contact form) if they have questions.

When you follow these 20 tips in sequence, starting from the foundation and layering up toward engagement and authority, you are not just optimising your pages for Google. You are building content that is trustworthy, valuable, and built to convert.

Step 4: Build Trust and Authority with Backlinks

You have built a strong foundation: keyword research, content creation, and on-page optimisation. Now it is time to boost your website’s credibility in Google’s eyes by building backlinks.

What Are Backlinks (and Why They Matter)?

A backlink is simply a link from another website to yours. Think of it as a “referral” or a vote of confidence. When other reputable sites link to your content, Google sees your website as more trustworthy and relevant.

The more high-quality backlinks you earn, the more likely your pages are to rank higher on Google.

But not all backlinks are created equal.

Focus on Quality Over Quantity

Google cares more about who is linking to you than how many links you have.

Good backlinks come from:

• Authoritative websites in your niche or industry
• Relevant blogs, directories, and resource lists
• News sites and media coverage
• Guest posts on reputable platforms

Avoid backlinks from:

• Spammy directories
• Irrelevant or low-quality blogs
• Private blog networks (PBNs)
• Paid link farms

A few strong backlinks from credible sources are worth more than hundreds of low-quality links.

5 Smart Ways to Build Backlinks (Without Spam)

1. Create Link-Worthy Content

Write helpful guides, comparison posts, or resources with visually enriching images and infographics that others naturally want to reference. This current article that you are reading “The Ultimate SEO Guide for Small Businesses” is a great example.

2. Get Featured on Resource Lists

Reach out to blogs or websites that publish roundups like “Top Agencies in [Industry]” or “Best [Your Service] Providers.” Pitch your inclusion with a strong value proposition.

3. Get Reviews from Local Bloggers

Sponsor local bloggers in exchange for a review of your product or service. When done right, this gets you a niche-relevant backlink and local brand visibility.

4. Write Guest Posts for Local Blogs

Reach out to active local blogs and offer to contribute original content relevant to your service or niche. In return, you can often earn a backlink.

5. Get Listed on Alumni or Community Directories

Submit your business to alumni or professional directories. These links are often exclusive, high-trust, and can’t be easily replicated by competitors.

Want 10 more proven local link building tactics? Check out my full article: 15 Strategies for Local Link Building here.

Want to outsource this step entirely to a reputable link building agency? Check out these 9 best link building agencies here.

Backlink Building Tips (What to Do & What to Avoid)

Building backlinks without the help of a reputable agency takes strategy, not shortcuts. Here are the most important dos and don’ts when it comes to link building for small businesses.

What to Do:

• Ensure You’re Getting High-Quality Links
  Use tools like Moz or SimilarWeb to assess the domain authority, spam score, bounce rate, and average time on site. Prioritise sites with at least DA 10 (or a higher domain authority than your site), low spam scores, and meaningful traffic.
  
• Prioritise Dofollow Links
  Dofollow links pass SEO authority. Ask partners in advance if they’ll give you a dofollow link, and verify after publishing using tools like Semrush. Aim for 60–80% of your backlinks to be dofollow.
  
• Build Links Gradually and Naturally
  Earning backlinks too fast — especially from low-quality sites — can harm your rankings. Focus on 1 to 8 strong backlinks per week depending on your niche and growth stage.

What to Avoid:

• Don’t Buy Cheap Backlinks
  Google can detect paid, irrelevant, or spammy backlinks. These may hurt your rankings or lead to penalties. Make sure you avoid getting backlinks from websites that link out to adult or gambling related content.
  
• Don’t Link Only to Your Homepage
  While 30 to 50% of your backlinks can go to your homepage, be sure to spread your backlink strategy across blog posts, service pages, and useful content to diversify your authority.
  
• Don’t Use Exact Match Anchor Text Every Time
  Natural linking means varied anchor text. Mix in branded terms, partial matches, and generic anchors like “read more.”

How Many Backlinks Do You Actually Need?

There is no magic number. It depends on your content quality, the keyword’s competition and what your top-ranking competitors have.

As a rule of thumb:

• For low-competition keywords, even 2 to 5 strong backlinks can make a difference.
• For competitive keywords, you may need dozens or more but earned over time.

Use tools like Ahrefs, Semrush, or Ubersuggest to check how many backlinks your top competitors have.

Final Tip: Backlinks Support But Don’t Replace Great Content

Backlinks are powerful, but they only work if your site is worth linking to.

Start by creating content that is truly valuable, and use backlinks to amplify its reach and authority. Combined with strong on-page SEO, backlinks are your fastest path to Page 1 rankings.

In the next step, we will cover how to track your SEO progress, so you know what is working, and where to improve.

Step 5: Track and Measure Your SEO Progress

Once your SEO strategy is in motion, you can’t just “set it and forget it.”

Tracking your SEO progress is critical to understanding what’s working, what’s not, and where you should double down.

Here’s how to measure your SEO success and stay focused on the metrics that matter.

What to Track (And Why It Matters)

1. Keyword Rankings

Track how your website ranks for your target keywords over time. This tells you whether your SEO efforts are helping you move up the search results.

2. Organic Traffic

Look at how many people are finding your site through unpaid Google searches. This shows how well your content is attracting searchers.

3. Pages per Session

Are visitors engaging with more than one page? If so, your internal linking and content structure are likely working.

4. Bounce Rate

A high bounce rate can signal that your content didn’t match the user’s intent. You may need to adjust your messaging, layout, or keyword targeting.

5. Time on Site

Longer sessions usually mean your content is valuable and engaging — both great signs for SEO.

6. Leads or Conversions from Organic Search

Ultimately, SEO is only as valuable as the business it drives. Track how many calls, form fills, or purchases come from your organic traffic.

Tools to Help You Monitor Performance

Google Search Console: Free tool from Google that helps you see what keywords are driving clicks and where you rank.

Google Analytics 4 (GA4): See how visitors behave on your site, which pages they land on, and what actions they take.

Semrush / Ahrefs / Ubersuggest: Use these SEO tools to track keyword rankings, backlink growth, and competitor performance. Ubersuggest is the cheapest of these tools, if you are just getting started and using SEO only for your own business. 

Rank Tracking Tools: Tools like Nightwatch or Mangools help you monitor your rankings daily or weekly across multiple locations. The cheaper but time consuming alternative is to search on Google manually to track your weekly ranking progress.

Stay Focused on the Right Metrics

Don’t chase vanity metrics like impressions or total number of backlinks.

Focus on:

• Rankings for keywords with purchase intent
• Traffic that is relevant and converting to leads or sales
• Content that adds value and keeps people engaged

These are the signals that actually move the needle for your business.

SEO Takes Time But the Results Compound

Unlike paid ads that stop the moment your budget runs out, SEO builds equity.

The more you publish, optimize, and earn links, the stronger your website becomes.

Tracking your progress keeps you motivated and helps you adapt faster. Stick with it, and your results will stack up month after month.

Impact of Google Algorithm Updates on SEO

• What Is a Google Algorithm Update?
• Core Updates vs. Regular Updates
• Key Google Algorithm Updates to Know (And What They Mean for You)

If you have heard the term “Google algorithm update” and felt overwhelmed, you are not alone.

The truth is Google makes thousands of updates every year to improve how it ranks websites. Most of these updates are small and won’t affect your rankings much. But a few, called core updates, can cause big shifts.

That is why it is important to understand how these changes impact SEO, and how to protect your rankings in the long run.

What Is a Google Algorithm Update?

A Google algorithm update is a change to how Google evaluates and ranks websites in its search results. These updates aim to:

• Improve the quality of search results
• Reward trustworthy, relevant content
• Penalise manipulative tactics (like spammy backlinks or keyword stuffing)

Core Updates vs. Regular Updates

• Regular updates happen almost daily. They are small tweaks to refine search accuracy.
• Core updates happen a few times a year and can significantly affect your rankings.

Core updates often reward websites that:

• Have high-quality, helpful content
• Demonstrate expertise and trust
• Focus on users, not search engines

If your rankings drop suddenly, a core update might be the reason, not necessarily something you did wrong.

Key Google Algorithm Updates to Know (And What They Mean for You)

Panda (2011): Penalised thin or low-quality content.

• Action: Make sure your content is unique, accurate, well-researched, and adds value. Avoid duplicate or shallow blog posts.

Penguin (2012): Targeted manipulative link building like paid or irrelevant backlinks.

• Action: Only build backlinks from relevant, high-quality websites. Avoid black-hat link building tactics.

Hummingbird (2013): Helped Google better understand the meaning behind search queries.

• Action: Focus on topics and intent, not just exact keywords. Use natural language and answer real questions your customers are asking.

RankBrain (2015): Introduced machine learning to evaluate how relevant and helpful a page is.

• Action: Improve user experience. Make your content engaging, easy to navigate, and valuable to readers.

Medic (2018): Boosted sites that show real expertise, especially in health and finance.

• Action: Show proof of credibility. Add author bios, link to trustworthy sources, and feature testimonials or case studies.

BERT (2019): Allowed Google to better interpret the context of words in a sentence.

• Action: Write naturally. Don’t stuff keywords. Use conversational language that matches how your customers speak and search.

Helpful Content Update (2022): Demoted content created just for SEO that didn’t truly help users.

• Action: Put readers first. Create content for humans, not search engines,  like this guide you are reading.

March 2024 Core Update: Doubled down on spammy tactics and content farms trying to manipulate rankings.

• Action: Avoid mass-produced, low-quality content generated purely by AI. Use AI as a tool but always guide it with your expertise, unique insights, and clear value for your readers.

Instead of chasing every update, focus on what doesn’t change:

• Create content that helps your customers
• Make sure your website is fast and mobile-friendly
• Build backlinks naturally from trusted sources
• Keep your content fresh and up to date

In other words: put users first, not the algorithm.

That is what Google rewards over the long term.

In the next section, we will cover how AI, including Google’s new AI Overviews, is reshaping the SEO landscape.

How AI and Google’s AI Overviews Impact SEO?

• What Are Google’s AI Overviews?
• What About AI Search Engines Like ChatGPT?
• How I Personally Use AI to Support SEO (Not Replace It)
• SEO and GEO Are Not That Different
• Key Takeaways for Small Business Owners

If you have been wondering whether artificial intelligence (AI) spells the end for SEO, you are not alone. With all the buzz around tools like ChatGPT and Google’s new AI Overviews, it is natural to question what it all means for your website and rankings.

Let’s break it down clearly and simply.

What Are Google’s AI Overviews?

Google’s AI Overviews (formerly part of Search Generative Experience, or SGE) are AI-generated summaries that appear at the top of search results for certain queries. They aim to give users a quick, AI-powered answer by summarising the best content from the web.

While these summaries may reduce some clicks, especially for basic or factual queries, they don’t mean people have stopped visiting websites. Research shows that the majority of users still prefer clicking through to detailed pages, especially when:

• They want in-depth explanations
• They are making purchase decisions
• They are comparing services or providers

In fact, one study found that even after AI Overviews rolled out, Google’s first position still gets about 18.6% of all clicks, not the 0% that many feared.

What About AI Search Engines Like ChatGPT?

Large Language Models (LLMs) like ChatGPT, Claude, and Perplexity are also being used as search tools. But here is the interesting finding: even people who use them still rely heavily on Google.

A recent survey showed that 85% of ChatGPT users still use Google regularly. Why? Because Google is still the best at finding local businesses, showing reviews, and surfacing up-to-date content especially for buying decisions.

Also important to know: many AI search engines like ChatGPT crawl and summarise content from websites including your own. So even if search behavior shifts more toward AI tools, ranking well on Google will still help your content appear in AI-generated answers.

How I Personally Use AI to Support SEO (Not Replace It)

I use AI tools like ChatGPT and SurferSEO to assist in my content creation workflow — but not to write everything for me.

Here is exactly how I use them:

1. Start with a Keyword Goal
   Every article begins with a clear SEO goal: a keyword I want to rank for or improve rankings for.
2. Brainstorm Topics with ChatGPT
   I’ll ask ChatGPT to suggest article angles, headline options, or SEO content ideas based on that keyword. Based on the topics and inspiration provided by ChatGPT, I finalise on a topic idea. 
3. Review and Refine the Outline
   ChatGPT gives me a starting outline, but I always compare it with top-ranking competitor pages. I then combine my own structure, inputs, and understanding of my audience to finalise the outline.
4. Write and Edit Every Section Myself
   While I may get writing suggestions or some examples from ChatGPT, I rewrite, add personal insights, and tailor every section to suit my readers.
5. Run It Through SurferSEO
   Once the draft is done, I run it through SurferSEO to evaluate content gaps. If Surfer suggests additional terms or structural tweaks, I incorporate what I can naturally without stuffing or compromising readability.

In short: AI helps me write faster, not lazier.

SEO and GEO Are Not That Different

There’s a new term called Generative Engine Optimization (GEO), basically SEO for AI tools like ChatGPT or SearchGPT.

But the good news? If you are doing SEO right, focusing on helpful, high-quality, intent-driven content, you are already doing GEO.

Key Takeaways for Small Business Owners

• AI isn’t replacing SEO, it is evolving it. Search is still alive and well.
• Users still click on websites, especially when making decisions.
• You don’t need to beat the algorithm. You need to be the best answer.
• AI tools can help you speed up content creation but human expertise, clarity, and structure still win.
• Optimising for Google helps you show up in AI tools too, because many LLMs crawl and use your content.

In the next section, we will help you decide whether you should do SEO yourself or hire a trusted SEO agency to help you grow faster.

Should You Do SEO Yourself or Outsource It?

• When It Makes Sense to DIY Your SEO
• When to Consider Hiring an SEO Agency
• What About Somewhere In Between?

Now that you know what SEO is, how it works, and how to do it right, it is time to ask yourself an honest question:

Should I do this myself, or hire someone to do it for me?

There is no one-size-fits-all answer. But here is a clear breakdown to help you decide what is best for your business.

When It Makes Sense to DIY Your SEO

• You enjoy writing and learning marketing skills.
• You are willing to invest time to learn SEO tools like Ubersuggest, Semrush and SurferSEO.
• You have ample time to make mistakes, run into roadblocks, learn, and figure out how to make SEO work for your business.
• You don’t have enough money to hire a reliable SEO provider.

If you are a solo founder or a very early-stage business with limited budget, learning SEO and doing it yourself can be incredibly empowering. It is how I started, and the skills will pay off for years to come.

But there is a tradeoff: expect a steeper learning curve, longer time to see results, and the need to stay on top of evolving best practices. 

When to Consider Hiring an SEO Agency

• You have a validated product or service
• You are already making sales and want to scale further
• You don’t have the time or interest to do SEO yourself
• You want faster, more predictable results from someone with experience
• You have the budget to invest in a SEO provider that you trust

If you are running a business that already has traction and revenue, and you are ready to scale, hiring a professional SEO partner can save you months (or years) of trial and error.

An agency brings:

• Deep keyword and competitor research
• Proven content strategies tailored to your industry
• On-page and technical SEO expertise
• Consistent backlink acquisition
• Monthly tracking and reporting

In short: You stay focused on running your business. The agency helps you grow it.

What About Somewhere In Between?

You don’t have to go all in or all out.

You can:

• Learn the basics of SEO yourself to make smart decisions
• Outsource only parts of your SEO (e.g. SEO content writing, link building)
• Hire a SEO consultant for one-time strategy sessions

The key is to match your time, budget, and goals to the right level of support.

In the next and final section, we will show you how to choose the right SEO agency. And what red flags to avoid.

How to Choose the Right SEO Agency for Your Business?

• Step 1: Learn the Basics of SEO
• Step 2: Identify What Is Most Important to You
• Step 3: Search on Google
• Step 4: Check Reviews and Case Studies
• Step 5: Shortlist 3 Agencies
• Step 6: Get on a Call and Ask the Right Questions
• Step 7: Choose Based on Fit, Not Hype

Choosing an SEO agency isn’t just a marketing decision, it is a growth decision. The right partner can help you attract the right customers and drive long-term sales. But the wrong one? They can cost you thousands of dollars and stop your momentum.

To help you choose wisely, I have written an in-depth guide breaking down the 7 key steps to choosing the right SEO agency for your business here. If not, here is a high-level summary of the steps:

Step 1: Learn the Basics of SEO

Since you are reading this guide, you have already taken a great first step to learn the basics.

Understanding the fundamentals of SEO will help you ask smarter questions, filter out sales fluff, and spot black-hat providers who might harm your site long-term. Bookmark or save this guide so you can revisit it, as your understanding deepens and your SEO journey progresses.

Or catch my free SEO Made So Shockingly Simple course right here.

Step 2: Identify What Is Most Important to You

Is it ranking for a transactional keyword? Local SEO? Link building? Content strategy? Speed of results? Know your priorities, so you can evaluate if an agency aligns with your goals.

Step 3: Search on Google

Look for agencies that rank well on Google for competitive terms like “SEO agency Singapore.” If they rank themselves, chances are they can rank you too.

Step 4: Check Reviews and Case Studies

Don’t just take their word for it. Check for recent client testimonials, success stories, and detailed case studies that show how they helped others rank and grow.

Step 5: Shortlist 3 Agencies

Create a shortlist based on performance, fit, budget and transparency. You can include pricing here if available or use a discovery call to find out.

Step 6: Get on a Call and Ask the Right Questions

Ask about their SEO process, team structure, reporting, and how they measure success. Avoid agencies that speak only in vague metrics or refuse to share examples.

Step 7: Choose Based on Fit, Not Hype

Choose the agency that understands your business, communicates clearly, and makes realistic promises. SEO is a partnership so work with someone you trust.

These 7 steps are designed to help you filter out hype and choose a partner who delivers real results.

For a deeper breakdown and bonus tips (like the 15 questions you should ask every SEO agency), read the full version of my article “How To Choose A SEO Agency In 7 Steps” here.

If you have made it this far, you are already ahead of most business owners who never take the time to truly understand how SEO works.

But understanding is just the first step.

If you are serious about growing your business through Google, and want a trusted SEO partner to help you execute this step by step, I invite you to book a free consultation call with me.

We will review your website, assess your opportunities, and outline a plan tailored to your business. Click here to book your free SEO consultation call.