How Singtel saw a 19% uplift in organic traffic

The Singaporean telecommunications conglomerate Singtel was looking to grow their organic traffic and ensure that the content on their website resonated with their customers, guiding them throughout their shopping journeys. The team had a strong search foundation, however, their site, built mostly on JavaScript with no initial SEO considerations, posed a challenge for search engine visibility.  

Neither Google nor AI search bots were able to effectively crawl the site, and the existing content failed to engage or resonate with existing and potential customers. These issues combined with low bandwidth made implementing SEO or GEO optimizations not only difficult but also time-consuming and inefficient. 

Most optimization tasks required developer involvement, resulting in long lead times and a growing backlog of unresolved issues. Content creation was also highly manual, relying on siloed tools and spreadsheets, leading to operational inefficiencies and hours spent on manual and non-strategic tasks. When the team experienced a 27% year-on-year decline in organic traffic, they knew they had to look for new solutions.

To overcome these challenges, Singtel partnered with Botify to leverage AI-powered workflows and deep search expertise. Botify provided a centralized platform that gave the team full visibility into crawlability, indexation, and page performance. Combining these insights with PageWorkers, Botify’s automated deployment feature, the team was able to deploy site-wide changes at scale, independently of developer sprints. This allowed them to optimize strategic pages showcasing high-demand products such as the Apple iPhone 16 series and iPads, the Samsung Galaxy S25 Series, and other lifestyle products. 

In addition, Botify’s automation capabilities allowed Singtel to deploy site-wide SEO optimizations at scale, executing changes within seconds that previously would have taken weeks or months. They also adopted Botify Assist, a dedicated AI Agent, to speed up content creation and technical optimization. Previously, crafting a single content piece involved time-consuming manual research using tools like Google Analytics and Semrush, followed by keyword planning and writing – a process that took up to five hours per article. With Botify Assist, this entire workflow has been condensed to just 10 minutes, saving valuable hours that can now be allocated to more strategic work. The AI Agent enabled Singtel’s team to generate high-quality, consumer-focused content at scale. Engaging in regular conversations with their AI Agent, the team stayed attuned to consumer trends and created content that genuinely connected with their audience.

With Botify Assist, Singtel was able to condense their research and content workflows from hours to minutes, making them more agile and enabling them to respond to market trends faster. For the first time, SEO became a cross-functional capability – owned by marketing, enabled by automation, and guided by data.