How Local SEO Management Helped a Nanny Service Dominate Singapore

CLIENT BACKGROUND

Before Working With Us

The client provides professional confinement nanny services in Singapore, offering experienced and certified nannies to support postpartum mothers with baby care, recovery, and household needs. They focus on ensuring a smooth transition for new mothers through expert care and personalized support.

 

• Most of their business comes from referrals by family, friends, and past clients.
• The client balances a full-time job alongside the business due to concerns about the stability of leads and income.
• Coming from a different industry, the client was unfamiliar with branding, marketing, and digital strategies such as SEO, SEM, and social media.
• The website was not discoverable on Google’s search engine.
• Keywords on the website failed to rank.
• No SEM ad campaigns were being implemented.

The Behind The Scenes Work

Planning A Local SEO Campaign

Keyword Research And Analysis

Our analysis identified over 9,000 times keywords for confinement centres and nanny services listed below are searched actively in Singapore each month. By securing a top-three ranking, the client could attract an additional 7,540 monthly visits—translating to over 90,000 visits annually.

With every 100 visits generating one inquiries, this could result in 75+ monthly leads and over 900 inquiries annually.

Compared to referrals and word-of-mouth, which can be slow and unpredictable, this SEO-driven approach offers a scalable and consistent way to generate leads for confinement care services.

Additionally, the cost-per-click (CPC) rates for these terms are affordable, offering a budget-friendly opportunity for targeted dental and orthodontic Search Engine Marketing (SEM) efforts. These would be perfect as SEO efforts require a longer time to bear results, the clinic can capitalize on SEM to acquire leads.

SEO AUDIT

We performed a comprehensive SEO audit to identify technical or on-page issues that may be hindering their website's search engine rankings. Our audit uncovered some underlying issues: 

• Inadequate Meta Titles Optimisation: After reviewing their website, we found 18 page titles with the following issues: 3 duplicates, 13 exceeding 60 characters, 3 under 30 characters, 13 over 561 pixels, 2 below 200 pixels, and 1 identical to the H1 heading.

• Poorly Planned Meta Descriptions: We identified 18 pages with the following problems, 3 duplicate titles, 11 exceeding 155 characters, and 10 over 985 pixels. During a technical audit, we assess titles to ensure they are useful and enticing for users, keyword-targeted, unique, and within the ideal length of 150 to 160 characters.
• Missing Canonicals: Canonicals help search engines identify the master version of a specific page. For instance, on an e-commerce site selling shorts, the fifth page should have a canonical tag pointing to the first page. Currently, 18 URLs on their website lack canonical tags, which effectively affects the entire site.
• Insufficient Blogs & Lack Of Quality Content: Blog content was not strategically optimized for the intended keyword rankings, and the posting frequency was inconsistent.

RESULTS OF OUR CAMPAIGN

After Working With Us

Once we were engaged, we mapped out a 4 pillar SEO strategy and SEM Strategy over over 1 year for the Confinement Nanny Agency. 

On-Page SEO Optimisation

• We conducted an additional round of keyword research to effectively map all target keywords to each page, recommending targeting one keyword per page. This approach allows for laser-focused optimization, reducing the risk of keyword dilution by creating precise meta descriptions and title tags for each page. 
• We reviewed their pages and provided unique descriptions for each indexable page to help search engines and users quickly understand the content. 
• We created user-friendly, keyword-targeted, and unique page titles (30–60 characters) and meta descriptions (70–155 characters). 
• Additionally, we wrote brief, unique H1 tags summarizing each page and added more unique content to showcase expertise and trustworthiness, helping search engines better understand the site’s offerings. 
• We improved the site’s click-through rates and conversions by designing clear contact forms, including visible phone numbers and addresses, and adding accurate CTAs throughout the website. 
• We also included well-placed CTA banners for better visibility.
• Finally, we created monthly blogs of up to 4 blogs worth 1500 words each on a monthly basis with curated content suited with the intended keyword strategies.
  
  

Technical SEO Optimisation

We validated the discovered URLs during the crawl that were not included in the XML Sitemap and updated the sitemap to incorporate relevant or important pages. Additionally, we restructured the sitemap to enhance its visibility to Google.

We implemented structured data correctly to help search engines better understand the content and strengthen relevancy signals. We redirected 404 and 500 errors to appropriate 200 status pages, improved mobile speed to enhance user experience, and added canonical tags to pages missing them, ensuring proper indexing and ranking.

Keywords ranking and jumping in positions, getting onto the first page compared to the previous year.

Off-Page SEO Optimisation

• We reached out to the website owners who provided backlinks to request updates with active URLs. 
• We also built stronger backlinks from high-authority sites with do-follow links to improve domain authority. 
• Additionally, we created more citations on high-authority business profiles, such as Google My Business, to increase organic traffic and boost sales conversions.

SEM / Google Ads Campaign
We started a $1,000 per month (which gradually increased when the client wanted when he saw results) SEM campaign using a combination of PMAX and keyword clusters, with ongoing monthly implementations of negative keywords. This generated the following results: