- The Digital X
- Jul 14
- 5 min read
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.
▼ WATCH RELATED VIDEOS HERE (JAPANESE AUDIO, ENGLISH SUBTITLES AVAILABLE)
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:
Embedding YouTube videos within your content can positively impact your site’s SEO performance.
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.
▼ On-the-Ground Insights (From The Digital X)In practice, when observing the search market, English and Indonesian seem to be used roughly 50/50. Generally speaking, there’s a tendency to use English for B2B strategies and Indonesian for B2C initiatives. That said, the ideal language strategy can vary depending on your products, services, or industry. We encourage you to consult with us to determine the most effective approach for your business. |
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.
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.
Domain Structure | Advantages | Disadvantages |
Subdirectory on Existing Domain | - Maintains domain authority built in Japan- If hosted on a separate server, site speed remains unaffected- Can deliver faster SEO results | - If using a ccTLD like .co.jp, SEO effectiveness may weaken- May struggle to rank in the target country |
Subdomain on Existing Domain | - Allows separate management of content by country/language- Benefits from parent domain authority, often resulting in faster indexing | - Lower trust signals compared to root domain- Requires separate management, increasing operational costs |
New Domain | - Fully independent site per market or language- Allows country-specific SEO optimization (e.g., ccTLD or geo-targeting) | - Starts with zero domain authority- Takes longer to build trust and index compared to existing domains |
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:
What is the current state of KOL marketing in Indonesia?
For an overview of influencer (KOL) marketing in Indonesia, including top-performing influencers:
KOL Marketing in Indonesia: Trends and Popular Influencers
How many Instagram users are there in Indonesia?
Find detailed data on Instagram usage and influencer advertising in Indonesia in the article below:
2024 Edition: Instagram Usage and Influencer Marketing Trends in Indonesia
What are the most popular social media platforms in Indonesia?
Discover the leading social media platforms in Indonesia and how they compare to those in Japan:
2024 Social Media Trends in Indonesia: Insights and Marketing Strategies
What is the size of the cross-border e-commerce market in Indonesia?
Explore the current scale and strategic opportunities in Indonesia’s cross-border e-commerce space:
Top 5 Cross-Border E-Commerce Channels in Indonesia and How to Win
What is the current digital marketing landscape in Indonesia?
For a comprehensive look at digital marketing trends, platform usage, and consumer behavior in Indonesia:
2024 Edition: Digital Marketing Trends in Indonesia
What's the state of digital advertising in Indonesia?
Understand the latest developments in digital advertising and ad regulations in the Indonesian market:
2024 Guide: Digital Advertising in Indonesia and Key Regulatory Insights
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.
