SERP & SEO Singapore: Rajah & Tann Asia Case Study

Rajah & Tann Asia (https://www.rajahtannasia.com/) is a well-established professional services brand where search visibility plays a big role in perception and lead quality. In legal services, prospects often search with high intent looking for the right firm for a specific matter, checking credentials, and comparing options quickly. At the same time, legal SERPs are crowded with directories, publishers, and competing firms. That’s why SERP work and SEO work need to run together: SEO supports long-term visibility across practice areas and content, while SERP optimisation improves how the brand appears in Google results so it earns more qualified clicks.

Benefits Of SEO

For this project, the services provided were SERP and SEO. The focus was to strengthen organic performance for high-intent queries, improve how key pages appear in search results, and support consistent discovery without relying only on brand searches. As a digital marketing agency singapore, we approached the work with a clear system: technical foundation, intent-led page optimisation, SERP improvements, and credibility support.

The challenge: competitive legal SERPs and click behaviour

Even strong firms can lose clicks in search if snippets are unclear or pages don’t match the specific intent behind the search. In legal services, a user might search for a niche area, a cross-border issue, or an urgent need and they will choose the result that looks most relevant and trustworthy.

Common issues SERP + SEO work helps address include:

• Pages ranking but not getting clicks because titles/descriptions don’t match intent

• Multiple pages competing internally for similar topics

• Technical friction that affects crawling, indexing, or speed

• Weak internal linking between practice pages and supporting resources

• Authority competition from directories and publisher sites

The goal wasn’t simply higher rankings it was stronger visibility and better click performance for the searches that matter.

Our SERP + SEO approach for Rajah & Tann Asia

We focused on practical improvements that support both ranking and click-through rate, while keeping content client-friendly and easy to understand.

1) Technical SEO foundations for stability

Before pushing SERP changes widely, we ensured the website is structurally strong and easy for Google to crawl. This foundation is part of how we deliver seo services singapore for professional services.

Our seo consultant singapore work typically includes:

• Improving crawl efficiency so key pages are discovered and refreshed faster

• Strengthening indexation signals so low-value pages don’t dilute performance

• Speed and mobile usability improvements to reduce bounce

• Clearer site architecture so practice areas connect logically

This supports stable rankings and better user experience after the click.

2) SEO for practice area pages and high-intent content

Legal prospects often land directly on practice area pages. Those pages need to be clear, relevant, and trustworthy. As a seo agency singapore, we focused on:

• Better alignment between page intent and real search behaviour

• Clearer headings and page structure for readability

• FAQ-style sections that capture longtail searches naturally

• Stronger internal linking between related practice areas and resources

This helps pages rank better and makes them more conversion-ready.

3) SERP optimisation to improve click-through and trust

SERP optimisation is about making sure a result “wins the click” when users compare options. For legal queries, the search snippet often needs to communicate relevance and credibility fast.

SERP-focused improvements typically include:

• Refining titles so the service and relevance are obvious

• Improving meta descriptions so they match user intent and reduce uncertainty

• Strengthening snippet consistency across similar pages (so results feel coherent)

• Supporting structured content that can improve how Google displays pages

This helps increase qualified clicks even when rankings are already strong.

4) Authority support for tougher competition

In legal SERPs, authority matters directories and large publishers compete heavily for many topics. Where appropriate, we supported credibility growth through approaches aligned with our seo company singapore work, prioritising relevance and quality placements.

This supports competitiveness and reinforces trust signals for prospects validating the firm.

What improved: better visibility, better clicks, and clearer user journeys

With SERP + SEO combined, improvements typically show up as:

• Better click-through rates from search due to clearer snippet messaging

• More consistent performance across high-intent practice pages

• Stronger topic coverage without internal page competition

• Better user navigation as internal links connect related services naturally

• Improved stability once technical issues are reduced

This creates compounding results over time: stronger content performance builds authority, which supports future rankings and SERP presence.

Why SERP and SEO work well together for law firms

SEO helps you show up consistently; SERP optimisation helps you earn the click. In professional services, that combination is powerful because decisions are trust-based, and search behaviour is comparison-driven. When you improve both visibility and how pages appear in results, you improve lead quality not just traffic volume.

That’s why many firms choose a seo agency that can manage the full picture from technical foundations to content alignment and SERP improvements without making the process overly complicated.

If you want to improve your search visibility and strengthen how your pages appear on Google, we’re happy to review what’s holding performance back and share a practical roadmap. You can start by discussing our seo services, and if you want to connect SEO with broader growth later, we can also support a wider digital marketing strategy that stays aligned with your firm’s goals.