SEO Consultant & Founder · Singapore
Yi Jie Law
Founder & Director, Leading Solution
"I founded The Leading Solution in 2015 with a single conviction: that SEO should be built on data, intent, and genuine expertise — not guesswork or generic templates. Over 10 years working exclusively in search, I have helped Singapore SMEs achieve sustainable organic visibility that generates real revenue."
10+ yrs SEO B.Bus (Marketing), NTU AI SEO Specialist Google Partner 100+ Clients
10+
experience
Founder & SEO Director
Accreditations
Background & expertise
A decade as a consultant at the frontier of Singapore SEO
I hold a Bachelor of Business (Marketing) from Nanyang Technological University (NTU), Singapore — one of Asia's leading research universities. I began building The Leading Solution while still studying at NTU, starting with a handful of clients through limited contacts. From day one, the only way to grow was to deliver actual, measurable results — so that became the agency's foundation.
Over more than a decade of working exclusively in search, I have built a network of long-trusting clients through constant experimentation and a rigorous understanding of how Google evolves — based on empirical evidence rather than industry guesswork. I have never taken a brief from another agency. Every lesson has come from doing the work directly, on real campaigns, for real businesses.
One of our earliest and most significant engagements was co-owning the Homees platform and building its SEO from scratch in the highly competitive home improvement industry — proving our methodology at scale before applying it across other sectors.
Today my primary focus is the convergence of traditional SEO and AI search. As Google AI Overviews, ChatGPT, and Bing Copilot increasingly reshape how businesses are discovered, I help clients structure their content, authority, and entity signals to be visible on both traditional search and the AI systems that are replacing it.
Yi Jie Law
Founder & Director · The Leading Solution
Education
Bachelor of Business (Marketing), Nanyang Technological University (NTU), Singapore
Company
Leading Solution Pte. Ltd. · UEN 201531216Z · Founded 2015, Singapore
Track record
100+ clients served since 2015 — approximately half are still active long-term partners
Industry experience
10+ years in SEO, working exclusively in search — no generalist marketing background
Specialisations
AI SEO, intent modelling, entity-based SEO, technical SEO, E-E-A-T content, LLM SEO, local SEO Singapore
Current focus
AI-enhanced SEO: optimising for Google AI Overviews, ChatGPT discovery, and Bing Copilot citations
Credentials
Education & industry recognition
Formally trained in marketing and recognised by Singapore's leading digital platforms and government bodies.
Accredited & recognised by
Bachelor of Business (Marketing)
Nanyang Technological University (NTU), Singapore
Google Partner
Certified expertise in Google Search and Ads ecosystem
SEMrush Certified Agency Partner
Featured in SEMrush's verified SEO agency directory
Meta Business Partner
Recognised for proficiency in Meta's advertising and business tools
Ahrefs Approved Agency
Listed in the Ahrefs curated global SEO agency directory
IMDA PSG Pre-Approved Vendor
Pre-approved under the Productivity Solutions Grant, SMEs Go Digital programme
My methodology
How I approach SEO consultancy
A structured, data-driven framework guided by Google's Search Quality Guidelines and real user behaviour — not shortcuts or one-off tactics.
01
Discovery & business analysis
Understanding your business model, target customers, competitive landscape, and existing search performance. This shapes every strategic decision that follows — not a generic template.
02
AI-assisted keyword & intent modelling
Using Ahrefs, SEMrush, and AI-powered tools to identify the true commercial intent behind search queries — separating high-value purchase-intent traffic from low-conversion informational terms.
03
Continuous optimisation & reporting
Site architecture, crawlability, schema markup, page speed, Core Web Vitals, and internal link structure. Without technical soundness, content and links consistently underperform.
04
E-E-A-T content strategy
Building topical authority through structured content ecosystems — pillar pages, cluster articles, FAQs, and entity-optimised copy that demonstrates expertise and trustworthiness to both Google and AI systems.
05
Authority & entity building
High-quality, white-hat backlinks from relevant Singapore and industry sources. PR link-building and structured citation building to strengthen entity signals across the web.
06
Discovery & business analysis
Monthly performance reviews against clearly defined KPIs. Transparent reporting that explains what happened, why, and what we are changing. No vanity metrics — commercially meaningful signals only.
The Yi Jie difference
Built on results, not industry noise
Most SEO agencies compete on volume — promising large numbers of backlinks or content pieces per month. Based on constant experimentation and empirical data, high-volume, low-quality activity is more likely to penalise your website than benefit it.
The same applies to agencies currently shouting about AI SEO, AIO, GEO, and AEO without a clear strategy behind the terms. Doing any of these properly requires a comprehensive, trust-building content and authority programme — not a collection of buzzwords applied to an existing campaign.
Yi Jie's approach is different because it is grounded in what actually works — validated through years of continuous testing across real client campaigns in Singapore's competitive search market.
Yi Jie's approach at a glance
Client results
SEO campaigns I have led — and what they delivered
Real campaigns managed by me and my team. All traffic and revenue figures are based on verified organic performance data.
| Client | Industry | Key result | Commercial value |
|---|---|---|---|
| Homees | Home Services Platform | +40,000 organic visitors/month | ~SGD 25,000/month media value |
| Swiss | Interior Design | +9,500 organic visitors/month | ~SGD 9,300/month media value |
| Gate Door Window | Home Improvement | +6,000 organic visitors/month | ~SGD 1,800/month media value |
| Kitchenate | Kitchen & Interior Design | 1,000% organic traffic increase | 50% increase in keyword rankings |
| Technodigm | B2B Supplies & Manufacturing | 100% organic search & backlink increase | Significant improvement in lead quality |
| Elements Wellness | Health & Wellness | 50% organic search increase | 70% increase in backlinks |
| Sing See Soon | Florist / Retail | +2,600 organic visitors/month | ~SGD 1,400/month media value |
| All clients combined | SGD 1,000,000+ in revenue generated via organic traffic |
Why work with me
The boutique difference
At large agencies, senior expertise is often reserved for the pitch. Execution falls to junior teams following templates. At The Leading Solution, I am directly involved in every client engagement — from initial audit through to monthly strategy reviews.
*Subject to industry, keyword selection, and current state of the site. Not applicable to all campaigns.
Yi Jie Law
Founder & Director · The Leading Solution
Common questions
About working with me as your SEO consultant
What does an SEO consultant in Singapore do?
An SEO consultant audits your website across technical health, content structure, and authority signals — then develops a personalised strategy to improve your organic visibility, rankings, and qualified traffic, localised for Singapore's competitive search landscape.
How is working with you different from a large agency?
You work directly with me — not a junior account team. Strategies are built around your specific business, not adapted from templates. Decisions are faster, communication is clearer, and there is full accountability at the founder level on every engagement. I am also happy to get on a call or meet in person to walk you or your team through any SEO changes directly.
How long does SEO take to show results?
The industry standard promise is 4–6 months. In our experience, clients typically see a first wave of improvements around month 2, significant results by months 3–4, and by month 6 we usually exceed expectations considerably — provided the agreed timeline is adhered to. A full SEO audit takes 2–4 weeks before strategy and execution begin.
Can AI really improve SEO results?
Yes — when used correctly. AI accelerates research, intent modelling, content optimisation, and performance detection at scale. But every strategic decision must be validated by a human expert. AI amplifies good judgment — it does not replace it. The real opportunity now is optimising for AI answer systems like ChatGPT, Google AI Overviews, and Bing Copilot, not just traditional search rankings.
Do you work with small businesses and startups?
Yes — most of my clients are Singapore SMEs and emerging brands that need personalised SEO consultancy without the cost or impersonality of large agencies. The boutique model is specifically designed to serve this segment well. Over 100 clients have worked with us since 2015, with around half still active as long-term partners.
What does the performance guarantee mean?
We are extremely confident in our work. If targets are not met on a 6-month SEO campaign, we provide 2 additional months of work at no charge. For a 12-month campaign, we provide 4 additional months. This applies to Singapore-registered businesses and is subject to keyword selection, industry, and the current state of the site.
What do most SEO agencies get wrong?
Many agencies compete on volume — promising 20 backlinks a month or 8 pieces of content. Based on our experimentation and data, high-volume, low-quality activity is more likely to penalise your website than benefit it. The same applies to the current trend of shouting about AI SEO, AIO, GEO, and AEO — most have no clear idea what these mean or how to execute them. Doing this properly requires a comprehensive, trust-building content and authority strategy, not a collection of buzzwords.
What goes beyond standard SEO at your agency?
We are not just an SEO agency. Most of our long-term clients benefit from additional work — including thorough revamps of their homepage and About pages to strengthen E-E-A-T signals — which helps their site rank higher in traditional search AND get cited by AI tools like ChatGPT and Google AI Overviews. This is increasingly where qualified leads come from.
Free consultation
Let's talk about your SEO
Tell me about your business and what you're trying to achieve. I will give you an honest, data-backed view of where the opportunity is for your organic growth.
Pricing
Explore our SEO packages
From SGD 1,500/month. No setup fees, no lock-in contracts. PSG grant funding available for eligible Singapore SMEs — up to 50% off.