How We Unlocked Organic Growth for a Beloved Indonesian Attraction
We first met the team behind one of Indonesia’s most loved family attractions on a Wednesday afternoon. The car park was full, the souvenir shop was busy, and the animals—well, they were the stars people travelled hours to see. Offline, magic. Online, not quite.
“People love us,” the marketing lead said, “but search doesn’t always find us.”
That line became our brief.
Week 0: Finding the Invisible
Our first audit felt like walking a well-kept park with a maze for an entrance. Great exhibits, confusing path. Search Console told the story: millions of impressions scattered across queries, but large pockets of content weren’t being crawled efficiently or indexed consistently.
Some pages had duplicate signals; others hid in plain sight. The site was also heavy—gorgeous photos and long, media-rich pages that loaded like a slideshow on slower connections. And while the attraction had multiple business units—tickets, memberships, stays, special experiences—the site handled each with a different voice and layout.
We mapped three problems to three bets:
Make the site discoverable and predictable for crawlers.
Create content people actually want to read, not just what we want to sell.
Turn busy pages into clear journeys across every business unit.
Month 1: Clearing the Path
The first win was deliberately unglamorous. We tidied sitemaps, standardised canonicals, and tuned robots directives so important sections were easy to reach. We shaved seconds off template load times and introduced lazy-loading for high-weight media. Then we rebuilt internal linking like signposts through a park: hubs for “tickets,” “accommodations,” “experiences,” and “planning your visit.”
When we pressed publish on those changes, nothing exploded. Good. The next crawl wave did the talking. Coverage improved; pages were discovered more quickly after being freshly updated. In Search Console, the index looked calmer—fewer errors, cleaner patterns. It felt like the site exhaled.
Month 2–3: Story Over Slogans
The product pages could convert, but they weren’t attracting enough visitors. Families don’t search only for “ticket price.” They ask questions on the sofa, a child beside them: Is it open during the school holidays? How close can we get to the animals? What’s the safest area for toddlers? Which route avoids traffic?
So we built content for the questions people actually asked. Practical guides answered logistics with clarity—hours, maps, facilities, accessibility. Then we took a risk that felt obvious on the ground but uncommon in SERPs: animal stories. Behind-the-scenes care, conservation snippets, and what makes each species remarkable. Not encyclopaedia entries; short, human pieces that earned dwell time and shared the sense of wonder you feel when a child sees a hornbill fly for the first time.
The editorial tone changed from “marketing” to “guide and host.” We kept it honest: useful first, charming second.
Month 4: One Voice, Many Units
If a family came for tickets, they should also find a membership plan in 1 or 2 clicks. If someone planned a weekend, they should stumble across the on-site stays without having to hunt. We standardised the templates: headlines that matched search intent, consistent hero CTAs, clear prices, FAQs woven into the page rather than buried, and schema to help search engines understand each offering.
The different business units started to feel like one ecosystem rather than distant islands. On mobile, sticky actions meant fewer scrolls and less doubt.
Month 5–6: The Compound Effect
Results didn’t arrive with fireworks; they compounded. First, impressions rose as more pages were crawled cleanly. Then CTR crept up as titles and snippets matched the searcher's language (those new FAQs did heavy lifting). Finally, the conversion journey tightened as landing pages spoke with one voice.
At the six-month mark, Search Console showed what we were feeling:
Clicks: from 185K to 345K
Impressions: from 11.6M to 18.8M
CTR: from 1.6% to 1.8%
Average position: from 9.4 to 8.5
It’s easy to celebrate the big numbers—+86% clicks, +62% impressions—but the most satisfying change was subtler: parents were finding the right page faster, and leaving with certainty about visiting.
What Actually Made the Difference
Coverage first. Fixing crawl and index signals unlocked demand that was already there. We didn’t “hack” the algorithm; we removed clutter so search could see the site.
Content that only they could write. “Animal stories” weren’t a gimmick. They created an emotional bridge between discovery and booking. People don’t visit exhibits; they see individuals.
Clear journeys across units. A consistent layout and language helped visitors graduate from browsing to planning to buying—without feeling sold to.
The Moment It Clicked
Halfway through the engagement, we read a comment on social media from a parent who had shared one of the stories with their child before visiting. The child arrived already knowing the animal’s name and what to look for. That was the point: search wasn’t just sending traffic; it was warming the experience before the gate.
If You Run a Destination Like This
You don’t need a new CMS or a dramatic rebrand to move the needle. You need:
A predictable site for crawlers (clean sitemaps, sensible canonicals, no conflicting directives).
Editorial that earns attention (answer real questions, and add something only your park or museum can say).
Landing pages that convert quietly (one voice, clear CTAs, price clarity, and the right schema).
Do those three things in that order, and your next six months can look very different from your last six.
What We’ll Tackle Next
There’s still terrain to explore. We’re expanding structured data for events and attractions, building location-aware planning pages (best time to visit, suggested routes, itineraries), and testing titles and descriptions at scale for the clusters that now receive the most impressions. We’re also rolling out automated internal-link modules so editorial pieces can recommend the right experiences without manual upkeep.
When we started, the site felt like a thriving park hidden behind an overgrown hedge. Today, the hedge is trimmed, the signs are clear, and the stories invite people in before they book. Search didn’t change who they are; it finally reflected who they are.
Want results like this? We’ll map the fastest technical and content wins and turn your pages into quiet conversion engines.