ASTRA International
Automotive
Client
Astra International
to Explore
Building a stronger search foundation for sustained organic growth and AI visibility.
- Technical SEO
- Generative Engine Optimization (GEO)
- On-Page Content
Building on an established organic presence for sustained growth.
ASTRA International is one of Indonesia’s largest conglomerates, with businesses spanning automotive and mobility, financial services, heavy equipment, and other sectors.
Organic search was already the largest contributor of traffic to its corporate website. As growth began to level out, the focus shifted to strengthening what was already working and creating more room for the channel to keep growing over time.
Supporting further growth across an established website.
ASTRA’s corporate website brings together a broad range of content within an existing architecture. While the experience worked for users, some of the same information was less consistently accessible to search engines.
Improving that accessibility also meant working carefully within the existing website. Changes in one area could affect others, so each optimization had to improve search performance without disrupting other parts of the site.
Strengthening the foundation before expanding reach.
We started with the technical fundamentals that determine how reliably search engines can access and interpret content. The priority was to create a stronger base for ongoing SEO work.
Once that foundation was in better shape, we built on it through on-page optimization and search-driven content, expanding the range of searches through which audiences could find ASTRA. The same technical and content foundation also supported ASTRA’s visibility across AI-driven search experiences.
Making content easier for search engines to access.
One of the main areas of focus was how the website rendered its content. The website relied on client-side rendering (CSR), where parts of a page are rendered in the user’s browser after the page is accessed. While users could navigate and read the website, this setup made some content less consistently available for search engines to retrieve and interpret.
We shifted key experiences toward server-side rendering (SSR), where page content is prepared on the server before it reaches the browser. This made more information available upfront, giving search engines more reliable access to what each page contained.
Rendering was only one part of the technical work. We also strengthened metadata and other SEO signals that support crawling, indexing, and page interpretation.
Because the work took place within an existing website, each implementation had to account for dependencies across different pages and features. This allowed improvements to move forward without disrupting other parts of the site.
Creating more entry points through search.
With the technical foundation in better shape, we expanded the content audiences could discover through search.
We developed and optimized informational articles around topics relevant to ASTRA’s audiences, giving the website more opportunities to appear across related searches.
On-page optimization helped each article communicate its subject more clearly to search engines, while the technical improvements made the content more readily available for crawling and indexing.
Together, these improvements gave ASTRA more relevant content that could be discovered through search and built on over time.
Broadening visibility across search and AI.
With a stronger technical foundation and more search-driven content in place, from July 2025 to April 2026 ASTRA expanded its presence across organic search. Sitewide queries increased by 223%, while article queries grew by 7,567% and impressions by 28,099%.
The gains also extended into AI-driven search, with AI Overview queries increasing by 459% and measurable visibility beginning to emerge across AI search experiences that had previously recorded little or no presence.
39%
Increase in Organic Traffic
223%
Increase in Organic Queries
2,063%
increase in AI Overview Traffic