In Indonesia’s highly competitive travel market, visibility can make or break a brand. This leading online travel platform wanted to increase awareness of its accommodation products, especially among travelers searching for practical, intent-based queries, not just general travel inspiration.
However, their content strategy was heavily focused on broad travel topics. While this helped with brand awareness, it didn’t always capture users actively planning a trip or looking to book a stay.
The challenge was clear: How can we attract high-intent audiences while reinforcing the brand’s authority in the travel accommodation space?
Strategy & Execution
Our team designed a data-backed SEO strategy centered around long-tail and mid-funnel keywords. Instead of competing for hyper-saturated queries like “hotel murah Jakarta” (cheap hotels in Jakarta), we identified specific search intents such as:
- “hotel dengan meeting room di Jakarta”
- “penginapan dekat bandara Soekarno-Hatta”
- “villa keluarga di Bali dengan kolam renang pribadi”
These searches revealed audiences already in decision-making mode.
We then:
- Mapped user intent to content types (e.g., “inspiration,” “planning,” and “booking”).
- Optimized content architecture for better internal linking between blogs, city pages, and accommodation listings.
- Created helpful landing pages that matched travel motivations and needs (family, business, events).
- Refined metadata & structured data, ensuring better click-through rates and Google visibility.
Results
Within 12 months, the results spoke for themselves:
- +351.12% organic traffic growth (3.5x increase)
- Sustained ranking improvements across hundreds of long-tail queries
- Stronger organic-to-conversion journey, especially from informational content into product pages
The brand became one of the most visible travel platforms for localized accommodation searches, bridging the gap between search intent and product discovery.
Key Insight
In travel SEO, success doesn’t always come from broad keywords like “cheap flights” or “best hotels.” It comes from understanding traveler intent and building pages that solve specific search problems.
By enriching content around contextual travel needs (meetings, family stays, local experiences), this travel platform transformed SEO into a true driver of both brand visibility and revenue-ready traffic.
