Amity Business School, AUR

Digital Marketing Strategies Individual Assignment

For
Semester 3rd of MBA 2019-21

CASE STUDY ON SWIGGY

Submitted By:
Ajay Pratap Singh
Enrollment No: A20001919001

Submitted To:
Dr. Amit Jain
ABOUT SWIGGY
It all started back in 2014 when two BITS Pilani graduates, Sriharsha Majety
and Nandan Reddy decided they wanted to make life easier by changing the
way India eats - all with just a tap! With their idea of ’hyperlocal food delivery’,
Later they met Rahul Jaimini, who brought this vision to life with the first
website. And with this, Swiggy was launched as a food ordering & delivery
platform. it secured $2 million funding from Accel Partners and SAIF Partners
within 8 months of its launch. Using this, it expanded exponentially, and it now
has over 40,000 restaurant partners spread over more than 44 cities in the
country.

Swiggy is an online food ordering platform. It connects people with restaurants.

People can use Swiggy app or website to look for eateries around their area and
order food from them. Swiggy has a team of delivery executives who pick up
the order from the restaurants and deliver it to the address provided by the
customer.

Target Audience
Swiggy’s main target audience is the 18-55 demographic, which has easy access
to a smartphone, is fluent with using apps to get services and looks towards
online platforms to fulfil their daily necessities. This includes students who
cannot cook on their own and working professionals who face hunger pangs
during office hours. This also includes people who have migrated for white-
collar jobs and do not have a place to cook their own meals and families who
prefer to skip cooking on certain days and order their food.

Digital Marketing Strategies

we are going to look at their digital marketing strategies only in India.

1. 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)

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.

2. 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”.
3. 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.
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.

REFERENCES

https://tnldigital.com/swiggys-digital-marketing-strategy/
https://iide.co/presentations/swiggy-digital-marketing-
strategy/
https://www.slideshare.net/iideofficial/digital-marketing-
strategy-by-devesh-shahswiggy?ref=