Overview
Client: Tiket.com
Industry: Online Travel Booking Platform
Market: Indonesia and Southeast Asia
Challenge: Scale non-brand traffic and increase direct bookings
Industry: Online Travel Booking Platform
Market: Indonesia and Southeast Asia
Challenge: Scale non-brand traffic and increase direct bookings
The Challenge
Tiket.com operated in the highly competitive travel booking space dominated by giants like Booking.com, Agoda, and Traveloka. The platform had good brand recognition in Indonesia, but brand traffic alone would not support growth targets.
The problem was common in online travel: most organic traffic came from branded searches like “tiket.com flights” from existing customers. To grow, the platform needed to capture travelers searching for “cheap flights to Bali” or “hotels in Jakarta” – people who had not yet decided which booking platform to use.
Travel SEO presents unique challenges. Millions of potential routes, destinations, and date combinations create infinite URL possibilities. You cannot manually optimize every page. Content must scale systematically while remaining relevant and helpful to travelers.
Another challenge was conversion optimization. Getting traffic is one thing. Converting that traffic into bookings is another. The entire journey from search results to completed booking needed optimization at every step.
The problem was common in online travel: most organic traffic came from branded searches like “tiket.com flights” from existing customers. To grow, the platform needed to capture travelers searching for “cheap flights to Bali” or “hotels in Jakarta” – people who had not yet decided which booking platform to use.
Travel SEO presents unique challenges. Millions of potential routes, destinations, and date combinations create infinite URL possibilities. You cannot manually optimize every page. Content must scale systematically while remaining relevant and helpful to travelers.
Another challenge was conversion optimization. Getting traffic is one thing. Converting that traffic into bookings is another. The entire journey from search results to completed booking needed optimization at every step.
Our Approach
We built a content scaling system that could generate optimized pages for thousands of routes and destinations without manual work. This meant developing templates, automation, and quality controls that produced helpful, search-friendly content at scale.
Product cross-linking became a strategic advantage. A traveler searching for flights to Bali might also need hotels and activities. We implemented internal linking that guided users through the full booking journey, improving both SEO and revenue per user.
Technical optimization focused on the mobile experience. Most travel searches happen on mobile devices. Page speed, responsive design, and easy booking flows on small screens were critical for both rankings and conversions.
User journey mapping helped us understand pain points from search to booking. We identified where travelers dropped off, what information they needed, and how to streamline the experience. SEO brought the traffic, but experience optimization converted it.
Product cross-linking became a strategic advantage. A traveler searching for flights to Bali might also need hotels and activities. We implemented internal linking that guided users through the full booking journey, improving both SEO and revenue per user.
Technical optimization focused on the mobile experience. Most travel searches happen on mobile devices. Page speed, responsive design, and easy booking flows on small screens were critical for both rankings and conversions.
User journey mapping helped us understand pain points from search to booking. We identified where travelers dropped off, what information they needed, and how to streamline the experience. SEO brought the traffic, but experience optimization converted it.
What We Did
Phase 1: Content Scaling Framework (Months 1-2)
- ✓Analyzed top-performing travel sites for content patterns
- ✓Developed scalable templates for route and destination pages
- ✓Created automated systems generating unique content for combinations
- ✓Built quality controls ensuring helpful, readable content
- ✓Implemented dynamic content updating with pricing and availability
- ✓Established editorial guidelines for scaled content
Phase 2: Route and Destination Pages (Months 3-4)
- ✓Generated optimized pages for thousands of flight routes
- ✓Created destination landing pages for popular travel cities
- ✓Developed hotel location pages targeting “hotels in city” searches
- ✓Built activity and tour pages for destination experiences
- ✓Optimized for route-specific keywords like “Jakarta to Bali flights”
- ✓Added helpful travel information beyond just booking
Phase 3: Product Cross-Linking (Month 5)
- ✓Implemented strategic internal linking between related products
- ✓Flight pages linked to hotels and activities in destination
- ✓Hotel pages linked to nearby attractions and transportation
- ✓Activity pages suggested relevant accommodations and flights
- ✓Built “complete your trip” recommendation systems
- ✓Enhanced breadcrumb navigation for easy movement between products
Phase 4: Mobile Optimization (Months 6-7)
- ✓Improved page load times to under 2 seconds on mobile
- ✓Optimized booking flow for smaller screens
- ✓Simplified form inputs for easier mobile completion
- ✓Enhanced touch targets and button sizes for mobile
- ✓Implemented progressive web app features
- ✓Reduced steps in mobile booking process
Phase 5: Conversion Optimization (Months 8-9)
- ✓A/B tested landing page layouts and content
- ✓Optimized call-to-action placements and messaging
- ✓Enhanced trust signals (reviews, secure payment badges)
- ✓Improved price display and transparency
- ✓Streamlined booking flow reducing friction
- ✓Added urgency messaging for limited availability
- ✓Implemented exit intent campaigns
Phase 6: Technical SEO Enhancement (Ongoing)
- ✓Implemented proper canonicalization for date and filter variations
- ✓Enhanced schema markup for flights, hotels, and activities
- ✓Improved site speed across all page types
- ✓Fixed duplicate content issues from search combinations
- ✓Optimized crawl budget for millions of potential URLs
- ✓Built XML sitemaps prioritizing high-value pages
The Results
The systematic approach to content scaling and conversion drove significant growth:
Traffic Growth
Traffic Growth
- ✓150% increase in non-brand organic traffic
- ✓Reduced brand traffic dependency from 70% to 50%
- ✓Ranking on page one for hundreds of route and destination keywords
- ✓Improved visibility for high-commercial-intent travel searches
Booking Growth
- ✓90% increase in organic bookings
- ✓Higher conversion rate from organic traffic versus paid
- ✓Better average order value from organic users
- ✓Improved attachment rates for multi-product bookings
Rankings Performance
- ✓Page one rankings for priority route searches
- ✓Top three positions for popular destination queries
- ✓Featured snippets for travel planning questions
- ✓Local pack visibility for hotel and activity searches
User Experience Improvements
- ✓40% reduction in mobile bounce rate
- ✓35% faster average booking completion time
- ✓Higher mobile conversion rates
- ✓Better engagement metrics across all devices
Revenue Impact
- ✓Organic channel became second-largest revenue source
- ✓Reduced customer acquisition costs through organic growth
- ✓Higher profitability from lower-cost organic channel
- ✓Improved overall booking volume supporting growth targets
What Made This Work
Content scaling through templates and automation enabled optimization at travel industry scale. We could not manually write content for thousands of routes. The framework generated unique, helpful content automatically while maintaining quality standards.
Product cross-linking turned single-purpose visits into complete trip bookings. A user searching for flights discovered hotel and activity options without leaving the site. This improved user experience while increasing both SEO value and revenue per user.
Mobile optimization was non-negotiable for travel. Booking on mobile requires fast load times, simple interfaces, and streamlined processes. We optimized every step of the mobile journey from search results to booking confirmation.
Conversion focus ensured traffic translated to business results. More visits mean nothing without bookings. We continuously tested and optimized every element affecting conversion: page layouts, trust signals, booking flow, messaging, and calls-to-action.
Product cross-linking turned single-purpose visits into complete trip bookings. A user searching for flights discovered hotel and activity options without leaving the site. This improved user experience while increasing both SEO value and revenue per user.
Mobile optimization was non-negotiable for travel. Booking on mobile requires fast load times, simple interfaces, and streamlined processes. We optimized every step of the mobile journey from search results to booking confirmation.
Conversion focus ensured traffic translated to business results. More visits mean nothing without bookings. We continuously tested and optimized every element affecting conversion: page layouts, trust signals, booking flow, messaging, and calls-to-action.
Lessons for Travel and Booking Platforms
Content must scale systematically. Travel sites have millions of potential pages. Manual optimization is impossible. Build frameworks and automation that generate quality content at scale.
Product cross-linking serves SEO and revenue. Internal linking between flights, hotels, and activities helps search engines understand relationships while guiding users toward complete trip bookings.
Mobile optimization is survival, not nice-to-have. Most travel searches and bookings happen on mobile. Sites with poor mobile experience lose both rankings and conversions to competitors.
Conversion optimization multiplies traffic value. Getting visitors is one thing. Converting them to bookings is another. Continuously test and optimize every step from landing to booking completion.
User journey thinking beats keyword thinking. Understand what travelers need at each stage. Provide helpful information guiding them toward booking. Content that serves users beats content stuffed with keywords.
Technical excellence enables content scale. Proper canonicalization, site speed, and crawl budget management let you scale to millions of pages without technical penalties.
Product cross-linking serves SEO and revenue. Internal linking between flights, hotels, and activities helps search engines understand relationships while guiding users toward complete trip bookings.
Mobile optimization is survival, not nice-to-have. Most travel searches and bookings happen on mobile. Sites with poor mobile experience lose both rankings and conversions to competitors.
Conversion optimization multiplies traffic value. Getting visitors is one thing. Converting them to bookings is another. Continuously test and optimize every step from landing to booking completion.
User journey thinking beats keyword thinking. Understand what travelers need at each stage. Provide helpful information guiding them toward booking. Content that serves users beats content stuffed with keywords.
Technical excellence enables content scale. Proper canonicalization, site speed, and crawl budget management let you scale to millions of pages without technical penalties.
Services Delivered
- ✓Content Scaling Framework Development
- ✓Route and Destination Page Generation
- ✓Product Cross-Linking Strategy
- ✓Mobile Experience Optimization
- ✓Conversion Rate Optimization
- ✓Technical SEO Implementation
- ✓Schema Markup Enhancement
- ✓Performance Monitoring and Reporting
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