AphyxBeauty Mums & Babies · Brief 28
Aphyx Brief Issue 28 May 2026
4.5×
the monthly Google traffic Madam Partum pulls compared with you. Same age, same hospital ties, same Singapore mums. 5,724 visits to their site. 1,255 to yours.
Prepared for Beauty Mums & Babies Audited 11 May 2026 Updated 19 May 2026 Outlets Paragon Orchard · The Avenue M, JB
How Singapore maternity spas stack up onlineScore out of 100
First in Singapore. Third in the search results.
01
Madam PartumChien Chi Tow TCM rebrand · 5,724 monthly visits · 4 paid ads · 2,900 brand searches/mo
78out of 100
02
Postnatal Singapore4,079 monthly visits · 7 paid ads · Javanese specialty · lactation-led
68out of 100
03
Beauty Mums & BabiesFirst in SG (2009) · 25,000+ mums · 1,255 monthly visits · 0 paid ads
42out of 100
04
Pamper Me Jamu WellnessHome-only model · 983 monthly visits · 114 ranking keywords
32out of 100
05
Babies BelliesJamu-only positioning · 415 monthly visits · 1 paid ad
24out of 100
06
Mummy's MassageThin online presence · 146 monthly visits · brand-driven only
18out of 100
How we scored. Tap to expand
Twelve simple checks for what a 28-week-pregnant Singapore mum looks for online: a working website with services and prices, founders or therapists named, hospital or doctor partnerships visible, a live booking widget on every service page, top-3 Google ranking for any prenatal/postnatal keyword, mention in ChatGPT or Perplexity for SG prenatal queries, active Google Ads on the headline keyword, real customer reviews on the site, a transparent price or range, an updated blog (last post within 90 days), WhatsApp visible on every page, and at least one bilingual layer (EN + 中文 or EN + Bahasa). Beauty Mums & Babies wins five of the twelve. Aphyx model
The skim

Three minutes. No reading.

Findings

#3

Your rank for “prenatal massage singapore” (1,600 searches/mo). You invented this category in 2009.

Semrush · SG · May 2026
0 ads

Google Ads you run. Madam Partum runs 4. Postnatal Singapore runs 7.

Semrush · SG · May 2026
210 vs 2,900

Monthly searches for your name versus Madam Partum's. A 14× brand gap.

Semrush · SG · May 2026
16 years

You've served 25,000 mothers. The site says it once, on the homepage, with no story behind it.

Homepage view source

Scoreboard

78
Madam Partum
68
Postnatal SG
42
Beauty Mums & Babies
32
Pamper Me Jamu
24
Babies Bellies
18
Mummy's Massage

Where Singapore mums are searching

2,660
Singaporeans Google for the services you offer every month. Most of them land on Madam Partum's site, not yours.
Prenatal massage singapore
1,600 / month
you rank #3
Post natal massage SG
480 / month
you rank #9
Antenatal class singapore
320 / month
you don't appear
Jamu massage
260 / month
you rank #5
One open wedge nobody is claiming. “Antenatal class Singapore” pulls 320 searches a month. You run the class. You don't show up. Semrush · SG · May 2026

What changes in 90 days

1,255
visits a month from Google
→
~2,400
visits a month, page-1 on three category keywords model
0
Google Ads running on the keyword that books appointments
→
$700/mo
in managed ads on “prenatal massage singapore” capturing ready-to-book mums model
~25 hrs
a week typing the same FAQ replies on WhatsApp
→
~5 hrs
a week — AI handles “is your prenatal massage safe at 32 weeks” model
No
ChatGPT mentions when mums ask “best prenatal massage Singapore”
→
Yes
ChatGPT and Perplexity name BMB for prenatal queries model

Math, sources, and assumptions in the full brief.

Full brief. Every number, every fix, the 90-day plan to take back #1.
Read it
Aphyx Brief 28 · Beauty Mums & Babies · May 2026
Prepared by Aphyx · aphyx.live

This is the at-a-glance summary for Beauty Mums & Babies. Numbers tagged "verified" come from public tools (Semrush SG database, the live site, Google PageSpeed). Numbers tagged "Aphyx model" are directional estimates with assumptions disclosed in the full brief. Aphyx makes no guarantee of business outcome. Search-volume and SERP data are point-in-time snapshots from Semrush on 11 May 2026.