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 Optimization and SEO Recovery
- Updated and created blog content tailored to specific Generative Engine Optimization (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 Optimization
- 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
