Getting more customers from Google isn’t about tricks or shortcuts. It’s about understanding what your potential customers are searching for and making sure they find you first.
When Infinity Pool Services Pte Ltd approached me in early 2024, they were struggling with a problem many service businesses face. They offered excellent swimming pool maintenance and cleaning services across Singapore, but their website was practically invisible on Google.
Their competitors dominated search results for terms like “pool maintenance Singapore” and “swimming pool cleaning services.” Despite having 15+ years of industry experience and glowing customer reviews, they were missing out on dozens of qualified leads every month.
In just 90 days, we completely transformed their online presence. Here’s exactly how we did it, the results we achieved, and the specific strategies you can apply to your own service business.
Quick SEO Wins at a Glance
Before diving into the details, here are the measurable results we achieved for Infinity Pool Services in just 3 months:
Traffic Growth: 212% increase in organic traffic (from 120 monthly visitors to 375+)
Keyword Rankings: 35 keywords ranking in top 3 positions on Google, including high-value terms like “pool maintenance Singapore” and “swimming pool cleaning services”
Lead Generation: 28+ qualified monthly leads directly from Google organic search (phone calls and contact form submissions)
Local Visibility: Secured 1st page ranking in Google Maps for “pool cleaning near me” and related local searches
Return on Investment: The SEO work paid for itself within the first month through new customer acquisitions
These weren’t temporary spikes. The results have been sustained and continue improving as Google’s ranking algorithms reward quality, helpful content.
Client Background
Infinity Pool Services Pte Ltd is a Singapore-based company specializing in pool cleaning, repair, and maintenance services. Despite offering high-quality services, the client struggled to generate consistent leads from their website. Their competitors dominated Google search results, leaving them with low visibility and missed revenue opportunities.
Challenges
When Infinity Pool Services contacted me, their situation was unfortunately common among local service businesses. They had invested in a decent website but weren’t seeing results. Here were the specific challenges:
Challenge 1: Zero Organic Visibility
Their website ranked only for their brand name. If someone searched “Infinity Pool Services Singapore,” they would appear. But for actual service-related searches like “pool maintenance Singapore” or “swimming pool repair,” they were nowhere to be found, often on page 5 or beyond.
This meant they were missing out on hundreds of potential customers actively searching for their exact services every single month.
Challenge 2: Poor Local SEO Performance
Despite being a local service business, they weren’t appearing in Google Map Pack results for “near me” searches. When potential customers in Sentosa Cove or Bukit Timah searched “pool cleaning near me,” competitors appeared instead.
Local SEO is crucial for service businesses because most customers prefer nearby providers who can respond quickly.
Challenge 3: Website Technical Issues
The website had several technical problems hurting their rankings:
- Slow page loading speed (over 5 seconds on mobile)
- No mobile optimization for smaller screens
- Missing structured data (schema markup)
- Weak internal linking between service pages
- No XML sitemap submitted to Google
- Multiple crawl errors are blocking Google from indexing pages properly
These technical issues were preventing Google from properly understanding and ranking their content, even though the service information itself was solid.
Challenge 4: Thin, Unoptimized Content
Their service pages contained basic information but lacked the depth and optimization needed to rank competitively. Pages had:
- Generic descriptions without local context
- No targeting of specific long-tail keywords
- Missing FAQs that customers actually search for
- No internal linking to related services
- Weak calls-to-action
Challenge 5: No Authority Signals
The website had very few backlinks from other websites, no customer reviews visible to search engines, and no social proof elements that Google could use to assess trustworthiness and authority.
In Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness), they scored poorly despite having genuine expertise and great service.
Our Strategic Approach
To transform Infinity Pool Services from invisible to dominant in Singapore’s pool maintenance market, we implemented a focused, multi-phase SEO strategy. Here’s exactly what we did:
Phase 1: Technical SEO Foundation (Week 1-2)
We fixed all technical issues preventing Google from properly ranking the website.
Key improvements:
- Reduced page load time from 5.2 seconds to 1.8 seconds
- Made the site fully mobile-responsive for Singapore’s mobile-first users
- Added structured data (Organization, LocalBusiness, Service schema)
- Moved to HTTPS for security
- Fixed 17 crawl errors and submitted XML sitemap
These technical fixes created a solid foundation. Fast loading speed directly impacts Core Web Vitals, which Google uses as a ranking factor.
Phase 2: Keyword Research & Content Strategy (Week 2-3)
We identified exactly what potential customers were searching for.
Our keyword targets:
- High-intent service keywords: “pool maintenance Singapore,” “swimming pool cleaning services”
- Long-tail questions: “How often should I clean my swimming pool in Singapore?”
- Location-specific terms: “pool maintenance Bukit Timah,” “swimming pool cleaning Sentosa Cove”
This semantic SEO approach helps Google understand topical authority, not just individual keywords.
Phase 3: Content Optimization (Week 3-6)
We rewrote all service pages with comprehensive, helpful content.
What we added:
- Clear H1/H2 structure with keyword optimization
- Detailed service descriptions covering what’s included, why it’s necessary, pricing, and process
- Singapore-specific context (climate considerations, local regulations, neighborhoods served)
- Internal links connecting related services like pool cleaning to filter servicing
- FAQ sections answering common customer questions
- Strong calls-to-action with phone number and contact forms
Phase 4: Local SEO Optimization (Week 4-7)
For a local service business, dominating local search was essential.
Our local tactics:
- Optimized Google Business Profile with categories, service areas, photos, and keyword-rich description
- Implemented review generation system with schema markup for star ratings in search results
- Built consistent citations across Singapore business directories (Trustpilot, Clutch, Crunchbase)
- Created location-specific pages for Sentosa Cove, Bukit Timah, and Tanglin
Reviews are a critical local SEO ranking factor and significantly impact click-through rates.
Phase 5: Authority Building (Week 6-12)
We earned high-quality backlinks from relevant sources to build trust signals.
Our ethical link-building:
- Secured backlinks from Singapore home improvement blogs
- Listed in reputable home service directories
- Created customer success stories that attracted natural links
- Pitched pool maintenance tips to local property publications
All links were earned through outreach and genuine value, never purchased. Google’s spam detection systems penalize manipulative tactics.
Results & Achievements
Within 3 months, the impact was clear and measurable:
🚀 +212% Organic Traffic Growth – From 120 monthly visitors to 375+.
🔑 35 Keywords in Top 3 – Including core service keywords (“pool maintenance Singapore”).
📍 Local Map Pack Ranking – Secured 1st page in Google Maps for “pool cleaning near me.”
🎯 28+ Monthly Leads Generated – Direct calls and form submissions from Google search.
Key Takeaways for Service Businesses
Based on this successful campaign, here are the most important lessons for any service business looking to improve their SEO:
Entity SEO and Schema Markup Matter
Implementing proper structured data helped Infinity Pool appear in Google’s AI Overview results and rich snippets. As search evolves toward AI-powered features, semantic SEO and entity optimization become increasingly important.
Local SEO Drives Service Business Leads
For businesses serving specific geographic areas, optimizing Google Business Profile and building local citations was the biggest driver of qualified leads. Most customers searching for pool services want nearby providers who can respond quickly.
Quality Content Builds Long-Term Authority
The detailed, helpful content we created continues ranking and attracting traffic months later. One blog post about green pool recovery alone generates 40+ monthly visitors and 5-8 service inquiries.
Technical Foundation Enables Everything Else
None of the content or link-building would have worked if we hadn’t first fixed technical issues. Fast loading, mobile-friendly, properly structured websites form the foundation of successful SEO.
Patience and Consistency Win
We saw initial improvements within 3-4 weeks, but the dramatic results came after consistent effort over 90 days. SEO isn’t instant, but the results compound over time.
Client Testimonial
“Within just 3 months, our website started bringing in real leads consistently. We now rank for pool maintenance services in Singapore, and our calls have doubled. Md Faruk Khan and his team truly transformed our online presence.”
— Infinity Pool Services, Singapore
See all client reviews →
Final Thoughts
This case study proves that AI-first, entity-driven SEO delivers fast, measurable results. By combining technical fixes, local SEO, content optimization, and authority building, we helped a pool maintenance company turn low visibility into steady leads within just 3 months.
Whether you’re in home services, healthcare, or any other competitive niche, the formula is the same: clear strategy + consistent execution = sustainable growth.
Ready to Grow Your Business with SEO?
Want results like this for your business? Let me help you dominate search — not just in rankings, but in Google AI Overviews, Map Packs, and trusted organic visibility.
FAQs
Q1. How long does SEO take to show results for pool maintenance businesses?
Most service businesses see initial improvements within 3-4 weeks and significant results within 90 days, as demonstrated in this case study. However, timeline varies based on competition level, current website state, and implementation speed.
Q2. Can SEO really increase service calls and leads?
Absolutely. As shown with Infinity Pool Services, proper SEO doesn’t just increase traffic. It increases qualified traffic from people actively searching for your services with intent to hire. The 28+ monthly leads we generated all came from relevant searches.
Q3. What makes local SEO important for pool maintenance companies?
Most people searching for pool services want nearby providers who can respond quickly. Local SEO helps you appear in “near me” searches and Google Map Pack results, which often convert better than traditional organic rankings because they include your phone number and location prominently.
Q4. Will SEO work if I’m in a competitive market?
Yes, but it requires comprehensive strategy and consistent execution. Even competitive markets have gaps where competitors aren’t serving customer needs well. By creating genuinely helpful content and building real authority, you can compete effectively regardless of market saturation.
Q5. How much should a service business invest in SEO?
Investment depends on market competition and business goals. For most local service businesses, monthly investment of $1,500-$5,000 delivers strong ROI when executed properly. Infinity Pool Services’ SEO investment paid for itself within the first month through new customer acquisitions.
Q6. Do I need to keep doing SEO after I rank well?
SEO is ongoing. Once you achieve good rankings, you need maintenance to sustain them. Competitors don’t stop optimizing, Google updates algorithms, and your content needs refreshing. However, maintenance requires less effort than initial ranking campaigns.
Q7. What’s more important: content or backlinks?
Both matter, but in 2026, helpful content is the foundation. We prioritized content quality first for Infinity Pool, then built authority through strategic links. Quality content attracts natural links over time anyway.