Da Paolo is a Singapore-based Italian restaurant, café and gourmet deli group established in 1989. The brand offers Italian dining experiences across concepts such as Da Paolo Dempsey, Gastronomia, Pizza Bar, Pasta Bar, Panini Italiani and Tutto, with online ordering, delivery, catering and gourmet hampers also available.
With a long-standing brand presence and strong reputation for authentic Italian food in Singapore, Da Paolo needed to grow organic visibility while staying aligned with strict brand standards and content guidelines.
The initial challenge
Da Paolo partnered with First Page to strengthen its visibility for high-intent searches such as “Italian restaurant Singapore” and “fresh pasta Singapore”, while building steady organic growth despite CMS and branding constraints.
The brand was initially not ranking for several business-critical keywords, limiting its ability to capture users actively searching for Italian restaurants, fresh pasta, delivery and dining options in Singapore.
The website’s custom CMS also made uploading, tracking and implementing SEO changes more difficult. Content updates required longer lead times, which meant SEO recommendations had to be practical, prioritised and carefully aligned with available implementation windows.
At the same time, strict branding guidelines limited the volume and style of content that could be published. First Page needed to balance SEO recommendations with Da Paolo’s established brand voice, ensuring that optimisation work did not compromise the premium feel of the brand.
Oon & Bazul is a Singapore law firm and commercial legal practice. The firm describes itself as a large leading commercial practice, with lawyers known for delivering high-quality work and helping clients achieve success. Its website also highlights recognition from leading legal publications and includes notable cases across disputes, arbitration, shipping, banking, trade finance and cross-border matters.
The initial challenge
Oon & Bazul partnered with First Page to build SEO presence from scratch within the legal industry, a high-trust and extremely competitive field for organic search.
The brand had no meaningful presence for non-brand keywords on Google Search. This limited its ability to reach users searching for legal services, commercial disputes, arbitration, shipping law and other practice-area related queries.
The legal SERP was also dominated by established firms and high-authority competitors. To compete, Oon & Bazul needed more than basic keyword optimisation. The website had to demonstrate credibility, expertise and relevance in a way that search engines could clearly understand.
Another challenge was the technical depth of legal content. High-trust and high-context legal pages required careful structuring, subject knowledge and alignment with what Google prioritises for legal service queries.
Cakebar is an online cake and dessert brand offering products for gifting, celebrations and everyday indulgence. With demand coming from customers searching for cakes, artisanal desserts and gift boxes online, Cakebar needed stronger organic visibility to capture high-intent searches and convert them into online sales.
The initial challenge
Cakebar partnered with First Page to build organic visibility for revenue-driving product keywords, increase brand awareness and generate more sales through its online store.
The brand had little to no organic presence for important commercial keywords. This meant that users searching for cake shops, artisanal cakes, desserts and gift boxes were less likely to discover Cakebar through organic search.
The challenge was not only to improve rankings, but to grow visibility and revenue at the same time. Cakebar needed SEO work that could support both brand discovery and direct online purchases.
There was also a clear need to drive more conversions from organic traffic. First Page needed to ensure that keyword targeting, page optimisation and content development were closely aligned with product demand and online buying intent.
Commune is a Singapore furniture and home decor brand offering living, dining and bedroom collections, including products such as bed frames, coffee tables, accent chairs and sectional couches.
Alongside its online store, Commune also has physical showroom locations in Singapore, including its Millenia Walk flagship and Tan Boon Liat outlet, giving customers both online and offline ways to explore its furniture collections.
With strong offline recognition, Commune needed to strengthen its technical SEO foundation so that its online store could capture more search demand and turn brand popularity into measurable organic visibility.
The initial challenge
Commune partnered with First Page to leverage its offline popularity and drive more sales and revenue through stronger online visibility.
The website had SEO-unfriendly infrastructure that prevented important pages from being properly crawled and indexed. This limited Google’s ability to discover, understand and rank key product and collection pages.
There were also non-structured page formats and modules that made it harder for search engines to interpret Commune’s key offerings. Even though the brand had strong products and offline recognition, the website’s technical setup was holding back organic search performance.
To grow rankings meaningfully, First Page needed to improve the site’s crawlability, strengthen page comprehension and create a clearer internal linking structure across the website.
EaseeBuy is a Singapore hire-purchase instalment platform that helps customers purchase electronics, appliances, furniture and other essentials through flexible monthly payments. Its website highlights product categories such as electronics, home and living, smart tech and phones, computing, kitchen appliances, health and personal care, and TV and audio.
The brand was founded in 2020 with the mission of helping regular people afford quality electronics and home appliances. EaseeBuy’s hire-purchase model allows customers to pay in monthly instalments, with ownership gained after full payment is made.
The initial challenge
EaseeBuy partnered with First Page to remove technical roadblocks that were preventing Google from properly indexing the website’s content.
The website had undergone a domain migration that was not properly recognised by Google. This meant key migration signals had to be clarified so that search engines could understand the domain change and pass the right signals to the new website.
A second major challenge was indexability. The website’s content was not easily indexable because of its reliance on JavaScript, limiting Google’s ability to crawl, render and understand important pages.
As a result, the site’s organic visibility was being restricted by technical issues rather than lack of demand. First Page needed to resolve these barriers before EaseeBuy could fully capture search demand across hire purchase, instalment plans, electronics, appliances and related product categories.
Apartment O offers stylish, fully-furnished service apartments in Hong Kong, with designs inspired by Old Hong Kong and Shanghai. Located in the Causeway Bay and Happy Valley districts, these one to three-bedroom apartments blend modern convenience with a nostalgic taste of the past.
The initial challenge.
Apartment O’s main goal was to increase brand awareness and online traffic, which we pursued through a dual strategy of SEO optimisation and Google Search Ads.
However, the campaign faced a significant challenge: the website was too new to outrank certain competitors, especially for highly competitive keywords. Recognising that SEO is a long-term strategy, we designed a complementary SEM campaign to achieve the client’s desired results in a timely manner.
Avis is one of the world’s best-known car rental brands, with Avis Rent A Car operating across more than 165 countries globally.
In Singapore, Avis provides car rental and leasing services, including short-term car rental options and flexible car lease periods. Its Singapore website highlights online booking, vehicle rental, leasing, comprehensive coverage and customer support for users who need mobility solutions.
As a premium car rental brand looking to expand its SEO presence in Singapore, Avis needed a stronger website foundation that could support both organic discovery and conversion growth.
The initial challenge
Avis partnered with First Page to build SEO presence for a premium brand looking to expand in Singapore.
The website’s existing pages were outdated and operated on a restricted infrastructure. This made it harder to improve page performance, guide users clearly through the booking journey and support stronger organic visibility.
The site also needed a clearer structure. Without a well-defined purpose for each page, users could struggle to find the information they needed quickly, especially when comparing rental options, booking details and service information.
To grow conversions, First Page needed to improve more than rankings. The strategy had to make the website easier to navigate, easier for search engines to understand and more effective at moving users towards enquiry or booking actions.
For over 170 years, Blanc des Vosges has been crafting some of the highest quality bed linen on the market. This long-standing expertise allows the brand to seamlessly blend tradition with modernity, creating durable and timeless products. By combining centuries-old French craftsmanship with contemporary designs and premium materials, they produce luxurious linen that stands the test of time.
The initial challenge.
With a large segment of the market shifting online, Blanc des Vosges aimed to increase sales through its . e-commerce website. However, the brand faced two significant challenges: low online brand awareness and a premium price point that was higher than the industry standard.
These factors resulted in initially limited organic traffic, highlighting the need to first justify the brand’s value to potential customers before attempting to drive a large volume of traffic.
Awesome Hotel is a hospitality brand that needed stronger organic visibility to capture users searching for accommodation, stays and booking-related queries online.
With traffic declining and website engagement underperforming, the brand needed a strategy that could improve both search visibility and the quality of user journeys once visitors landed on the site.
The initial challenge
Awesome Hotel partnered with First Page to reverse declining traffic trends, improve website engagement and increase conversions through a combined SEO and CRO strategy.
The website initially had weak organic visibility, with limited Page 1 and Top 3 rankings. This restricted the brand’s ability to capture users searching for relevant hotel and booking-related queries.
Another challenge was the website’s UI and UX. The existing experience made it difficult to engage users effectively and guide them towards important conversion actions such as enquiries, leads or bookings.
Declining traffic trends also created a risk of further reducing leads and bookings. First Page needed to improve both search visibility and on-site conversion opportunities so the website could attract more relevant users and convert them more effectively.
British Connections is a trusted British passport and UK visa office for residents in Hong Kong. Their team, trained by Her Majesty’s Passport Office (HMPO), provides expert assistance with British passport applications, UK visas and related services, making them a leading choice in the region.
The initial challenge.
In recent years, British Connections saw a significant reduction in inquiries, a direct result of the Hong Kong protests and COVID-19 travel bans. The goal was to regain momentum. We responded by creating a new campaign specifically designed to increase online traffic and drive more inquiries.
Significant negotiation clout with our partners
Our network of partners gives us access to first in-market media products,
collaboration plans and inside intel, so we can keep you ahead of your competition.
