Built category-level search authority for a major data center operator in Indonesia. Organic leads up 70%, conversions doubled year-on-year, marketing spend cut 30% — and organic now outperforms paid.
The client operates data center and colocation facilities across Indonesia — a highly competitive B2B category where search visibility directly feeds enterprise sales pipelines. Despite having a real web presence with meaningful content volume, they were absent from the top 100 results for their most important commercial queries, including 'data center Indonesia' and 'colocation Jakarta'.
The problem wasn't a thin site. It was structural. Pages had been built around scattered keyword clusters with no coherent focus — multiple pages competing for the same terms, none of them ranking. The WordPress installation had accumulated years of plugin bloat. Internal linking was inconsistent. The site conveyed no clear topical authority to search engines.
They were being outranked by competitors with weaker products and thinner sites, purely because those sites were better organised. The opportunity was significant — and almost entirely fixable.
Full crawl analysis, Core Web Vitals, indexation review, plugin audit. Stripped and replaced underperforming plugins, reduced page weight significantly, and resolved crawl errors that were suppressing indexation of key commercial pages.
Restructured the entire information architecture. Each page was scoped to a specific keyword intent — no more scattered multi-keyword targeting. Built a clear hierarchy from category pages to supporting content, with internal linking designed to concentrate authority on commercial targets.
Audited over 300 existing content pieces for traffic, indexation, keyword overlap, and commercial relevance. Identified and resolved cannibalisation across dozens of competing pages. Consolidated where appropriate, pruned or redirected where not.
Wrote the core commercial and supporting content directly — not outsourced, not templated. Data center content requires technical credibility. Each piece was built to match search intent precisely and position the client as the authoritative reference in their category.
Mapped the backlink profiles of all primary competitors to identify link acquisition opportunities. Assisted the client in identifying realistic outreach targets, structuring the outreach process, and converting those conversations into editorial placements.
The client now holds consistent page-one positions for 'data center Indonesia', 'colocation Jakarta', and most related commercial queries in the category. The more significant result is what that visibility produced downstream: organic search has become the primary lead generation channel, outperforming paid for the first time — while the marketing budget came down.
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