[2024 Edition] SEO in Indonesia: Trends, Languages, and Key Considerations

In summary, Google is the most used website in Indonesia, and search engines are the top channel for brand discovery — making SEO a highly effective strategy in this market.

This article provides a detailed overview of Indonesia’s SEO landscape in 2024, supported by up-to-date data. You’ll also learn about recommended target languages and critical points to consider when planning your SEO approach for the Indonesian market.

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The State of SEO in Indonesia

Google is the most visited website in Indonesia, with more than twice the monthly traffic of YouTube, which ranks second.

That said, YouTube also sees significant monthly visitors, making it a valuable complementary channel for reaching a broader audience.

There are two key reasons to incorporate YouTube into your SEO strategy:

1. Embedding YouTube videos within your content can positively impact your site’s SEO performance.

2. SEO-focused content is relatively easy to repurpose into video, allowing for enhanced engagement and multi-channel visibility.

When comparing this data with Japan, it’s notable that Indonesia’s population is roughly twice that of Japan, yet the number of monthly Google visits is only about 60% of Japan’s, suggesting a different user behavior profile and digital maturity level.

Next, let’s look at the data on how customers in Indonesia discover brands.

With 40.5% of users citing search engines as their primary discovery channel, it’s clear that SEO plays a critical role for any business entering the Indonesian market.

According to online sources, the official language in Indonesia is Bahasa Indonesia, and based on EF’s English Proficiency Index, the country is ranked as having low English proficiency.

This highlights the importance of creating SEO content in Indonesian to effectively reach local audiences.

For a detailed breakdown of search engine usage in Indonesia, please refer to the article below:

[2024 Edition] Most Popular Search Engines in Indonesia and Usage Trends

Key Considerations for International SEO — Especially in Markets Like Indonesia

When developing an SEO strategy for Indonesia or other overseas markets, it’s important to go beyond simple translation. Below are several critical factors to keep in mind:

1. Translating Language Alone Does Not Yield Searchable Keywords

Simply translating Japanese or English content will not guarantee that the right locally-searched keywords are being used.

To address this, use tools such as Google Keyword Planner, Ubersuggest, or Ahrefs, and set the target language and country accordingly. From there:

• Identify relevant keywords in the local language

• Search those terms directly to discover local competitors

• Analyze their websites to extract keyword and content insights

This approach ensures you’re creating content that aligns with real user behavior and search trends in the local market.

2. Create Content Structure Based on Local Search Intent

A common mistake is translating domestic content directly for overseas audiences without adjusting to local needs. However, content that ranks well in Japan may not perform in markets like Indonesia due to different search intent and structure.

Instead, analyze the top-ranking pages for your target keywords in the local market and rebuild your content strategy accordingly.

Note: While some parts of your original content may still be reused, a localized structure and messaging are essential for ranking success.

3. Choose a Server Location Close to the Target Market

Server location impacts page speed, and in turn, search rankings and user engagement. If your website is hosted far from Indonesia, for example, users may experience slow load times — which can increase bounce rates and hurt SEO performance.

This is especially true for Indonesia, a country made up of 17,000+ islands and nearly five times the land area of Japan. Infrastructure and connectivity vary by region, so having a server in Indonesia or a nearby country is highly recommended.

Using servers based in Japan may even lead to access restrictions or slower delivery, depending on ISP policies.

4. Choosing the Right Domain Structure for International SEO

When implementing SEO strategies for overseas markets, it’s important to choose the right domain setup. Below is a summary of the advantages and disadvantages of using an existing domain (via subdirectory or subdomain) or a newly registered domain.

If you’re unsure which domain structure is right for your global SEO strategy, feel free to consult with our team at The Digital X. We can help you make the right decision based on your target market, internal resources, and long-term goals.

Frequently Asked Questions (FAQ)

Below are answers to some of the most common questions about digital marketing and e-commerce in Indonesia, along with links to related articles for further reference:

Need Help with SEO Strategy and Execution in Indonesia? Contact The Digital X

When implementing SEO in Indonesia, mistakes in keyword selection, content creation, or server configuration can prevent your strategy from delivering results.

At The Digital X, we bring over 18 years of experience in international digital marketing and work closely with local Indonesian marketers to deliver market-specific strategies that drive growth.

If you’re planning to launch or improve your SEO efforts in Indonesia, get in touch with us for a consultation. We’re here to help you succeed.