When we first met with the client, they are primarily buying leads from portals, with a given price tag for every lead. Firstly, they felt that such reliance on portals means that should the portal favour other competitors, it means this marketing channel is in jeopardy. Having just one source of marketing and leads is extremely dangerous for the company.
Secondly, SEO efforts by a previous marketing team and Google PPC efforts by the same team proved to be a disaster. Lacking the know-how in the SEO, they engaged us to help them to compete with established, strong competitors who has been doing SEO for many months ahead of them. In addition, their domain could be negatively affected by black-hat practices done by previous marketing team.
Thirdly, the interior design niche is one of the toughest in the industry to rank for. Google clicks can go upwards of $10 for a single click, and companies spend $30,000 and above to buy leads. It is a very tough battle to be in.
The client started off with rapid results, with the first increase in keywords and traffic value within the first 2 weeks. As we continue building more links, the results became more extreme.
Due to the competitive nature of the industry, the SEO competition is one of the highest there is. There are more than 10 portals in this industry, each with size and volume which dwarfs this client when it comes to SEO. Furthermore, there are more than 1000 registered interior design companies in Singapore. It is truly one of the trickiest to rank when it comes to appearing in Google.
Just the words "interior design" and "interior design singapore" already make up 7200 searches per month (source: Ahrefs), and many more companies pay $5 or more a click in PPC.
We made steady progress over the months and after a year of SEO, we finally made them #2 in the top competitive keyword, "interior design", and dozens of top 3 spots for renovation and package related words!
We have reasonable estimates that if COVID-19 and circuit breaker measures weren't in place, we would have seen much higher growth in traffic, clicks, and conversation over the past few months.