Digital Marketing Report: Analyzing Singtel's SEO and Recommendations

This report provides a comprehensive analysis of Singtel's digital marketing strategies, with a specific focus on Search Engine Optimization (SEO). The introduction provides an overview of Singtel, a leading Singapore-based telecommunications company, its products, and services. The literature review explores SEO concepts and strategies, emphasizing their importance in digital marketing. The analysis section identifies key issues faced by Singtel, such as low website traffic and a lack of a comprehensive digital marketing strategy. The report then offers specific recommendations to improve Singtel's SEO performance, including strategies to increase organic traffic, enhance website ranking on search engines like Google and Bing, and optimize the company's online presence. The report highlights the importance of SEO in a competitive market and suggests actionable steps for Singtel to achieve its digital marketing goals.

MODULE TITLE Digital Marketing
Module Code 205 MKT
Word count: Introduction
Literature Review
Recommendation
Conclusion
Total Word count
Student Name: Dong BaoGen
Student ID: 0457393d
SINGTEL SINGAPORE

1.0 Introduction
Singtel is a Singapore based telecommunication company leading its competitors. The company
provides business solutions to most of the industrial sectors by focusing on workforce mobility
and the network infrastructures as well as the analytical tools to stop hosting (Singtel
Business, 2020). Singtel has it headquarter in Singapore with 140 years of experience in its
business operations. Being a leading telecommunication company in Asia, the company has
played a vital role in the development of Singapore. The network infrastructure of SingTel is
spread over 362 cities is out of 428 having a strong presence in the telecommunication industry
(Singtel Business, 2020).
The main objectives of SingTel involve providing a security solution to market-leading
companies for managing security services. Singtel serves its customers in the united states, Hong
Kong, China, Japan, and the United Kingdom and more than 675 million mobile consumers
across the globe. The company provides a different category offer solution to connectivity voice
and their collaboration cloud and data centers and cybersecurity to expand the business
operations of the company in the telecommunication industry by configuring the business
insights. The marketing team of the company is a focus on growing the business and its
promotional activities by focusing on the greater business resilience that provides operating
processes to reshape the business models (Singtel Business, 2020).
1.1 Products and services of SingTel
Singtel has various products and services as well as some managed services that help the
businesses to grow. Singtel provides global and domestic connectivity to interconnect the private
and global business networks irrespective of their sizes. For instance, one of the most prominent
products of SingTel is its SingTel TV that offers its customers world-class entertainment. 5G
service office intel provides the ultrafast speeds of internet experience for its customers. The
cybersecurity service of SingTel protects businesses with the help of world-class cybersecurity
solutions.
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2.0 Literature review
Search Engine Optimization (SEO) is the process of modifying the quality and quantity of a
website content by using specific keywords that rank websites or web pages on search engines
like Google and Bing by attracting and paid traffic (M. P 2007). The whole process of Search
Engine Optimization is based on the research of relevant keywords with the website content that
is created to rank pages on the search engines by making the website accessible for customers as
well as the servers with proper links that makes the website of high quality. Search Engine
Optimization plays a vital role in the digital marketing campaigns of different companies by
identifying the specific information online that is a relevant to any website or web page and then
rank it with proper relevance and quality. In this modern era, almost every industry is focusing
on the techniques of a Search Engine Optimization in order to increase the organic traffic
towards their website or web pages which attracts more customers by online methods. For
instance, Android Search Engine Optimization is not associated to one industry only but it can
rank any website on search engine by using specific keywords that will rank web pages on
Google. (M. P 2007).
Digital marketing is a framework by which the marketing campaigns achieve the search engine
optimization goals with the help of action plans that identify is objectives and goals to achieve
the milestones. We can apply the search engine optimization strategies to SingTel marketing
campaigns that will adapt the tools and techniques of search engine optimization processes to
attract more customers towards the brand. It is critical to have a search engine optimization
strategy in this modern era to compete with the competitors by building smart and competitive
strategies for providing the full service of search engine optimization to its customers as
compared to the competitors. The search engine optimization strategy in modern business is a
roadmap to achieve its goals and objectives (Zilincan 2015).
There are different types of strategies as well according to the traditional marketing campaigns to
create a search engine optimization strategy is that focuses on the goals and objectives of the
companies to achieve their targeted business goals (Morris 2009).
Primarily, the first step is to define the nature of a brand. Then, it proceeds by building a
relationship with buyers and consumers, setting smart objectives and goals and selecting
strategies for search engine optimization campaigns. Besides that, setting the budget for digital
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marketing, brainstorming ideas and strategies, launching search engine optimization campaigns
as well as tracking and evaluating the results constitutes the entire process of SEO in digital
marketing. Fundamentally, these eight steps allow the marketing campaigns to target the smart
goals and objectives of the companies to implement online marketing planning processes.
One of the most useful strategies of search engine optimization as a digital marketing technique
that is the whole process of improving the relevant searches of a website as well as increases the
ranking of the site. Because with better visibility on search engines, the website can gain more
attention and become attractive enough to increase customers. Search engine optimization uses
different platforms like Google and Bing to crawl pages of different websites on search engine
by collecting their information and their ranking the pages based on their search engine
optimization campaigns. Ranking factors of search engines optimize websites on Google and
being bad determines the appearance of pages by the search results for query by the customer.
Search engine optimization is required to make the search experience of customers efficient and
effective by designing the event pages of the websites on search algorithms. For instance, paid
search ads and search engines rankings are two different things; most of the websites can get
paid search ads but can't be on the top of the search engines by paying money. To get higher
organic traffic towards the website the companies have to implement different search engine
optimization strategies (Mandal 2017).
For many years search engines are evolving to provide the searches with accurate answers and
information by ranking different pages on top search engines. Search engine optimization is one
of the most fundamental parts of search engine optimization that aligns trillions of searches by
people from all over the globe every year with sufficient information about different things
products and services. Brands can attract digital traffic towards their websites by using the
primary source of search engine optimization tools and their marketing campaigns and channels
(Jensen 2006).
Greater ranking and higher visibility in different search engines help different types of websites
to have a material impact on their competitors. One of the most important features of a search
engine optimization is that it ranks specific pages for websites that are more searched by
consumers on our brand's website instead of showing the proper link to the website, this allows
the consumers to get their desired information from that a specific page that is ranked by the
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search engines. In short, search engine optimization is important for marketing digitally (Kannan
and Li 2017).
3.0 Analysis of Issues and Recommendations
3.1 First Issue and Recommendation
Being a leading telecommunication company in Singapore SingTel is facing some issues in
search engine optimization for promoting its business that can improve the ranking of its website
pages on different search engines. For instance, due to low traffic on the company’s website, it is
facing critical issues in digital marketing. By evaluating the current digital marketing, a
performance of a SingTel, we can recommend some search engine optimization strategies for the
company to increase its organic traffic towards the website that will help the brand to attract
reduce its marketing costs by using search engine optimization technique. The current search
engine optimization campaign of the company is based on traditional marketing by using the
sales promotion activities that focus on the different marketing campaign brochures and
advertisements as well (Meharanjunisa 2020).
Thus, the recommendation given is that Singtel can attract more organic traffic towards its
website to focus on its target audience that can be implemented by search engine optimization
with almost no cost. By adopting these recommendations SingTel cannot develop a search
engine optimization plan to rank it's a website on the top of a search engine. Singtel can enjoy
several benefits by implementing search engine optimization strategies. Because search engine
optimization helps every size of business all over the world to expand its business activities at
international platforms as well. One of the most important benefits of search engine optimization
is that it is a cost-effective and reasonable method to gain a targeted audience. For this purpose,
SingTel and needs to rank website pages on different search engines to be on the top of the
funnel that will be done by keyword research and ranking patterns (Meharanjunisa 2020).
3.2 Second Issue and Recommendation
SingTel lacks the digital marketing strategy specially search engine optimization due to which
the company is facing some severe issues like unranked website that means there is no particular
feedback of customers and interest as well. For example, Nokia is losing its customers because
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the company is not spending much on its digital marketing that affected it’s sales and customer
feedback In this modern era, traditional marketing is not enough to compete with the competitors
in the marketing industry, because of the evolution of search engine optimization from online
marketing that is evolving from past years. Now every brand has its search engine optimization
campaign for search engines to rank its pages on Google and Bing that optimizes the searches of
the websites. Singtel can start search engine optimization by focusing on its search engine
optimization budget as well as the brainstorming the ideas and this strategy has generated search
engine optimization campaigns that will track the results and evaluate it in the end to analyses
the Google search engines and Google analytics. But the company is facing difficulties in
dealing with the optimization of its searches (Faisal 2016).
As the recommendation to tackle the issues above, SEO will allow the website of a SingTel to
rank its first and second page on the internet search engines such as Google and Bing. According
to research most of the searches open the first page of the website that is shown in the list of the
search results and only less than 10% of the searches go to the second page of their search results
that emphasizes on the significance of SEO as a search engine optimization tool. Also, SingTel
can increase its brand loyalty as well as its online sales (Pitta et al. 2006).
3.3 Third Issue and Recommendation
The company is currently facing issues of high costs and low earning. For instance, due to rapid
change in technology company’s employees are not capable enough to deal with latest
technological advances that impacts overall earning and increases technical expenses. Here, we
can recommend some search engine optimization strategies to SingTel that can be implemented
to achieve a huge number of organic traffic towards its website by focusing on these search
engine optimization strategies that are significant enough to rank different pages of the website.
Some of the recommendations are mentioned below (Pikuła-Małachowska 2017).
Singtel can use the strategy of search engine optimization strategy that is designed in such a way
that most of the brands earn by getting clicks on their advertisements shown on various websites
or other links. As we have evaluated earlier that a SingTel is not involved in the search engine
optimization campaigns so it can choose the strategy of a pay-per-click strategy to improve its
earning by getting clicks on its advertisement. To improve the current marketing performance of
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SingTel, the company can focus on ranking its website on Google by which it can maintain its
social media accounts to attract more of the customers easily. Search engine optimization can
allow SingTel for targeting new markets by having a global reach. Other than traditional
marketing methods SingTel can attract the right customers at a lower cost by using planned
techniques of search engine optimization. Search engine optimization also allows the
personalization of a customer's database to link with the website of a different brand that allows
the companies to refine their customer profiles and target them according to their needs and
demands. Singtel can apply web analytics and other metric tools to evaluate the effectiveness of
the search engine optimization campaigns it is using to respond to the feedback of online
customers (Pikuła-Małachowska 2017).
3.4 Benefits
By adopting these recommendations SingTel cannot develop a search engine optimization plan
to rank it's a website on the top of a search engine. Singtel can enjoy several benefits by
implementing search engine optimization strategies. Because search engine optimization helps
every size of business all over the world to expand its business activities at international
platforms as well. One of the most important benefits of search engine optimization is that it is a
cost-effective and reasonable method to gain a targeted audience. Also, SingTel can increase its
brand loyalty as well as its online sales. The following are some of the benefits of search engine
optimization (Pitta et al. 2006):
Digital marketing can allow SingTel for targeting new markets by having a global reach. Other
than traditional marketing methods SingTel can attract the right customers at a lower cost by
using planned and will target campaigns of digital marketing. Singtel can apply web analytics
and other metric tools to evaluate the effectiveness of the search engine optimization campaigns
it is using to respond to the feedback of online customers. Digital marketing also allows the
personalization of a customer's database to link with the website of a different brand that allows
the companies to refine their customer profiles and target them according to their needs and
demands. Using the tactics of a content marketing SingTel can enjoy the benefits of creating
engaging search engine optimization campaigns to create the content in the form of videos
articles and images that will gain social currency (Wu 2001).
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4.0 Conclusion
In overall, this report addresses the evolution of online marketing as well as the search engine
optimization strategies that the companies can use to increase online traffic to their websites.
Also, the theoretical concepts and frameworks of the online marketing planning process have
been discussed in this report as well as the contemporary issues that may happen in the
implementation of search engine optimization strategies. To increase organic traffic towards the
website of SingTel, the company's management and the marketing team can adopt search engine
optimization strategies. Some recommendations have been made to be deployed by the SingTel
company to increase its productivity and profitability in the future by using online marketing,
especially SEO.
References
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Marketing". SSRN Electronic Journal
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Financial Management Journal
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(4), 357-368
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Agenda". International Journal Of Research In Marketing 34 (1), 22-45
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 Mandal, P. (2017) "Understanding search engine optimization Strategy". International
Journal Of Scientific Research And Management
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The Digital Generation". Journal Of Direct, Data And search engine optimization
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 Singtel Business (2020) available from <https://www.singtel.com/business#> [4 October
2020]
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