Problem Statement

Singapore’s leading telecom player, faced a major digital challenge despite its strong market positioning:

• Click-through rate (CTR) for top 3 pages in search results dropped sharply.
• This led to a significant decline in overall website traffic
• The drop coincided with evolving search behaviors influenced by AI-powered prompts
• Recovery had to be achieved organically, without paid interventions

Strategic Implementation

The approach prioritized organic recovery through highly targeted content strategy, SEO improvements, and AI-search adaptation.

Content Optimisation and SEO Recovery

• Updated and created blog content tailored to specific Generative Engine Optimisation (GEO)
• Expanded keyword basket to include previously untapped but relevant search terms
• Focused on improving content visibility for geo-intent keywords to align with changing user behavior

AI-Powered Search Optimisation

• Enhanced pages to rank better in AI-generated search prompts
• Ensured content architecture was optimized for AI discoverability

Impact

This focused organic growth strategy enabled the brand to quickly stabilize and reverse its traffic decline.

Organic Growth

• Restored organic traffic, matching pre-AI decline levels
• Achieved consistent month-on-month growth in traffic from AI-influenced search prompts