Different companies adopt different digital marketing strategies to attract their target audience. In this article, we will show you how Swiggy uses digital marketing strategies to do the same. To explain this topic, we are going to compare Swiggy’s strategy with that of Zomato and Uber Eats, two of its biggest competitors.

We’ll analyse Swiggy’s digital marketing strategy by looking at 3 areas:

  1. Swiggy’s search engine optimization (SEO) strategy
  2. Swiggy’s search engine marketing (SEM) strategy
  3. Swiggy’s social media marketing (SMM) strategy

Company overview

Swiggy is a food ordering and delivery platform in India. They have a website and an app to get orders from its customers. After getting the orders they appoint a delivery boy to collect the food from the restaurant and deliver it to the customers.

Competitors

Swiggy’s competitors, Zomato and Uber Eats, also get orders from their website and mobile app. Check out the data table below to get more info about them.

Just like Swiggy, Zomato was also started in India but it got much bigger and has expanded to 24 countries.

Unlike Swiggy and Zomato, Uber Eats was started in the US and is present in 20 countries as of now.

So to make things even, we are going to look at their digital marketing strategies only in India.

Swiggy’s Search engine optimization strategy

Swiggy uses SEO to rank for terms like “Order food online” on Google. This helps them in getting more traffic to their website.

In this section, we’ll look at Swiggy SEO’s and compare them it with Uber Eats and Zomato’s SEO. We will be using the following data for the same.

(Data Source: SEMrush; Date: Jan 2020)

Looking at Swiggy’s SEO efforts using organic traffic data

Organic Traffic shows the number of visits a website gets from Google search results. Since SEO aims to attract an audience, organic traffic becomes the most important metric to measure SEO success.

The above data shows that Swiggy’s Organic Traffic is 4.6 million visits per month. On the other hand, Uber Eats is getting only 1.7 million visits per month. So, we can conclude that Swiggy’s SEO is better than Uber Eats’.

However, Zomato gets a whopping 24 million visits per month which is much more than Swiggy.

To understand more about Swiggy’s SEO strategy, we’ll find the reason behind its organic traffic.

The reason behind Swiggy’s organic traffic

  • Total Organic Keywords: The more webpages you have the more is your chance to rank in search engine results. Swiggy has a big website with 285K pages and therefore, it is ranking for 301K keywords on Google.
  • Keywords in top 3 positions: The top 3 Google results receive 75% of total organic traffic. This makes ranking high very important. Swiggy does a great job by ranking for 19.3K keywords in top 3 positions
  • Backlinks: Backlinks are of incoming hyperlinks to a website. They are important because Google ranks the website with more backlinks higher. Swiggy.com has 0.25 million backlinks which are much less compared to the backlinks of its competitors but that is because of its presence in fewer countries. Since Google devalues foreign backlinks, Swiggy’s backlinks are good enough to make them look credible in Google’s eyes.

Non-branded traffic

All three are doing well in terms of SEO, but they have a lot of branded traffic.

Branded traffic is the number of visits from search term which has their name. For instance, traffic from the keyword “order food online Swiggy” is branded traffic for Swiggy. On the other hand, traffic from the keyword “order food online” is non-branded traffic.

Swiggy’s non-branded traffic is 35% which is a good number and is similar to that of Uber Eats. But, Zomato is doing excellent SEO because it is getting 85% non-branded traffic on its website.

Conclusion of Swiggy vs Uber Eats vs Zomato’s SEO

In conclusion, if there would be an award ceremony for SEO, it might go as follows:

  • Best SEO award goes to Zomato,
  • The first runner up award goes to Swiggy and
  • Worst SEO award goes to Uber Eats.

Swiggy’s Search engine marketing strategy (SEM)

Apart from doing SEO to get organic traffic, Swiggy also uses Google ads to get more traffic to their website.

In this section, we’ll look at how Swiggy is doing compared to Uber Eats and Zomato. We will be using the following data.

(Data Source: SEMRush; Date: Jan 2020)

Looking at Swiggy’s SEM efforts using paid search traffic data

Paid search traffic shows the number of visits a website gets through Google ads. It is one of the most expensive types of digital marketing.

The cost of the keyword “Order food online” may cost up to ₹55 per click. So, achieving profitability is important while going for SEM, else it can prove to be a money pit. You can see from the data above that Uber Eats is not running any Google search ads and it might be due to this issue.

Swiggy got 165K visits last month while running ads for 136 keywords which costs them ₹5.4 M. Here is the ad which generated 77% of paid traffic for Swiggy:

On the other hand, Zomato has proved to be much more cost-effective by getting 183K visits for only ₹3.6 M. Here is the ad which generated 57% of paid traffic for Zomato:

The reason behind Swiggy’s expensive traffic

Swiggy is getting less traffic compared to Zomato even after paying 33% more. There are two reasons behind this.

Firstly, Swiggy is running ads on their competitor’s name like “Zomato”. Check this out here:

This is a good strategy to get your competitors customers, but Swiggy has to pay more for this ad due to its lack of relevancy. On the other, Zomato is not doing anything like that for now.

Secondly, Swiggy pays higher for ads on its brand name. For instance, it pays ₹33.5 per click for the keyword “Swiggy”. On the other hand, Zomato pays only ₹20 per click for the keyword “Zomato”.

Why the Swiggy has to pay more compared to Zomato?

Google ads are also known as pay per click ads because you only have to pay when someone clicks on your ad. So, if an ad has a high Click-Through-Rate (a ratio showing how often people who see your ad end up clicking it) Google can earn more money. So, Google reduces the cost of such ads.

Zomato’s ads must have a high click-through rate and that is why they have to pay less compared to Swiggy.

Conclusion of Swiggy’s SEM

We can conclude by saying that Swiggy is not doing a good job compared to Zomato when it comes to search engine marketing. They are also not very experienced since they have started using Google ads only a few months ago while Zomato has been doing it for years.

However, there are some signs which show that Swiggy might get better with Google ads. In the image below you can see that Google has ranked Swiggy above Zomato on a non-branded keyword “Order food online”.

Swiggy’s social media marketing strategy

Social media marketing is a great way to attract your target audience. If people like your posts they can follow your page and you can communicate with them free of cost. So, the number of followers is important when it comes to social media marketing.

However, we will judge Swiggy’s social media marketing strategy based on the number of engaged followers (people who like, share or comment on your posts) because social media algorithms are designed in such a way that your posts will only reach your engaged audience and not all page followers.

We will be using the following data to analyse Swiggy’s social media marketing strategy:

You can see from the data that all three have a somewhat same number of engaged followers because they are not creating content of similar quality. This is also the reason that their engagement rate is average.

Swiggy’s YouTube Marketing Strategy

Swiggy regularly uploads inspirational videos about family life to attract their target audience

Swiggy’s Facebook Marketing Strategy

Swiggy uses Facebook to create content for the tech-savvy audience.

Swiggy’s Instagram Marketing Strategy

Swiggy uses Instagram to attract foodies by sharing food-related posts.

Conclusion

Swiggy is doing great in digital marketing, even though it got defeated by Zomato in search engine optimization (SEO) and search engine marketing (SEM). If they want to attract more audience, they have to work on these two areas.

We hope that you find this analysis helpful. If you want to learn more about digital marketing for startups please read more articles below.

Also, if you would like to collaborate with us for anything at all, don’t hesitate to reach out.

More Digital marketing Strategies For Start ups

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