PT Jalin Pembayaran Nusantara manages the ATM Link network connecting every major bank in Indonesia. Their website needed more than maintenance - it needed a complete rebuild. Here is how Arfadia delivered measurable, auditable results over 14 months.
Jalin is a state-owned enterprise (BUMN) operating Indonesia's national interbank payment switching infrastructure. The company manages the ATM Link shared network - the backbone connecting ATMs across all major Indonesian banks - serving tens of millions of transactions daily.
As a systemically important financial infrastructure operator, Jalin's digital presence carries the weight of institutional credibility. Slow load times, security gaps, and poor Core Web Vitals were not just technical problems - they reflected directly on the organization's reliability perception among banks, regulators, and the public.
| Start Date | February 2025 |
| Duration | 14 months (ongoing) |
| Service Type | Managed Service + SEO |
| Scope | Full-stack, 5 dimensions |
| Platform | PHP / CodeIgniter |
| Reporting | Monthly integrated |
| PageSpeed | All Green |
| Bounce Rate | < 40% |
| Domain Authority | 35 |
| Trust Flow | 20 |
| Uptime | 99.9% |
When Arfadia began the engagement in February 2025, the initial audit uncovered compounding technical issues across every dimension of the website's health.
PageSpeed Desktop sat at 42. Mobile was worse at 33. The Largest Contentful Paint (LCP) measured 5.4 seconds - nearly seven times slower than Google's recommended 800ms threshold. Speed Index was 3.9 seconds. These numbers put jalin.co.id squarely in Google's "Poor" category, and the Core Web Vitals were failing across the board.
OWASP ZAP vulnerability assessment flagged Content Security Policy headers as not set (Medium Risk). Outdated JavaScript libraries with known XSS vulnerabilities were in active use. For a BUMN handling financial infrastructure data, this was a genuine exposure - not just a cosmetic issue.
Domain Authority was 26, Trust Flow was 6. These figures kept Jalin invisible in competitive financial and payment-related searches - a significant missed opportunity for a national payment operator with genuine institutional credibility. The backlink profile also contained spam links requiring cleanup.
The Ahrefs site audit returned a Health Score of 54 - "Fair" at best. The crawl surfaced 4,469 errors and 15,011 warnings: broken canonical tags, missing alt text across hundreds of images, duplicate meta descriptions, orphan pages with zero internal links, and hreflang inconsistencies. Years of accumulated changes without systematic oversight had created real SEO drag.
The ATM Link network has 4,489 physical locations across Indonesia. Zero of these had been properly claimed and verified in Google Business Profile. That is thousands of potential local search touchpoints sitting idle - every one of them a missed connection with users searching for ATM services in their area.
All five problems needed fixing without disrupting a live website serving a national payment operator. Every code change went through a Staging server. Every update was tested before touching production. Zero downtime was not negotiable.
Rather than patching individual issues, Arfadia structured the engagement around five parallel workstreams - all running simultaneously under a single integrated reporting framework.
Daily monitoring, encrypted backups, OWASP-guided patching, Content Security Policy implementation, and complete removal of vulnerable JavaScript libraries. SSL and Security Headers brought to Grade A. Penetration test result: NOT VULNERABLE.
Full UI/UX redesign in Figma before any code was written. Pixel-perfect implementation in PHP CodeIgniter with Bootstrap CSS framework. Staging server workflow for all changes. MACD requests handled without additional charges. SSL managed and maintained throughout.
Targeted Core Web Vitals fixes: image optimization, render-blocking resource elimination, server response tuning, and cache configuration. Monthly database cleanup. All performance measurements conducted from Asia-region servers (Singapore/Jakarta) per contract specifications.
Monthly backlink audit with systematic spam disavow. Meta title, description, and slug optimization across all pages. Complete alt text coverage. Strategic internal link architecture built to distribute link equity and improve crawl efficiency. DA and Trust Flow tracked against contract KPIs monthly.
Daily content management: articles, press releases, corporate reports, and data cleanup. Layout analysis and conversion optimization to reduce bounce rate. Google My Business management for Jalin's official pages and ATM Link locations. Wikipedia page maintenance.
Claiming and verifying 945 ATM Link locations across Indonesia through Google Business Profile required a multi-account approach and direct escalation to Google Support to navigate the platform's 1,000-per-account processing limit. 928 locations verified within the engagement period - 98% completion rate.
Every visual change went through Figma approval before development began. The design file for jalin.co.id - including the full component library, desktop and mobile frames side by side, and clickable interactive prototype - is publicly accessible here. What Jalin approved in Figma is exactly what was built. No surprises at launch.
The jalin.co.id you see today is an entirely original design - not a template, not a theme. The full visual system, interaction design, and content architecture were built from scratch in Figma and approved by Jalin before development began.
The Figma project for jalin.co.id is publicly accessible. Inside you will find the full component library, color system, desktop and mobile frames designed side by side, and the interactive prototype - all delivered as part of this engagement. This is the standard Arfadia applies for every institutional project.
The work unfolded in distinct phases - audit-heavy at the start, then execution-intensive through the middle, with a concentrated two-month technical sprint bringing the SEO Health Score to Excellent.
Numbers from Ahrefs, Google Search Console, Google PageSpeed Insights, Moz, Majestic, and Google Analytics - all independently verifiable.
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Getting from 54 to 91 required resolving issues across nine categories: broken links, missing canonical tags, missing alt text, duplicate meta content, hreflang errors, redirect chains, orphan pages, sitemap inconsistencies, and page speed signals. The two-month intensive sprint in early 2026 drove the most significant jump - from roughly 70 to 91 in eight weeks.
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Load testing at 1,000 concurrent users per minute returned 100% success rate with an average response time of 742ms. For a national payment infrastructure operator whose website may experience sudden traffic spikes during financial announcements or system events, this validation matters.
According to Ahrefs' research on website health scores across Indonesian corporate websites, fewer than 15% of sites in the financial services sector reach a Health Score above 80. Jalin's 91 puts the site in the top tier of its peer group - above the majority of private sector financial websites, not just government ones.
Every tool listed below runs on Arfadia's own licenses - no additional cost passed to the client. This is the full stack behind the results.
Ahrefs, Moz Pro, Majestic, Screaming Frog, SEOptimer, GTmetrix, and all other professional tools used in this engagement are covered by Arfadia's own subscriptions. No additional tooling cost was charged to PT Jalin Pembayaran Nusantara.
Common questions from enterprise and institutional clients evaluating a website managed service and SEO engagement.
The engagement covers five dimensions running simultaneously: Security Management (daily monitoring, vulnerability patching, encrypted backups, and penetration testing), Application Management (code changes, MACD requests, SSL, and staging-verified deployments), Performance Optimization (Core Web Vitals, server monitoring from Asia-region nodes, and database cleanup), Authority Maintenance (backlink audits, disavow, meta optimization, and internal linking), and Content Management (articles, Google My Business, and layout improvements). Every dimension is tracked in one integrated monthly report.
Every change, including minor patches and content updates, is built and validated on a staging server before it touches the production environment. This staging-first workflow is non-negotiable for institutional clients where downtime is not an option. In the Jalin engagement, zero production incidents occurred from deployment errors across the full engagement period.
Authority metrics build progressively, not overnight. For the Jalin engagement, Domain Authority moved from 26 to 36 (exceeding the target of 35) and Trust Flow moved from 6 to 22 (exceeding the target of 20) across the engagement period. The timeline depends on the starting point, existing backlink quality, and how aggressively the disavow and acquisition work runs each month.
Security coverage includes daily automated scanning with manual review, OWASP ZAP vulnerability assessments, Nmap port scans, Qualys SSL Labs grading, and full penetration testing. All findings are documented, resolved in staging, and retested before being closed. For the Jalin engagement, the end result was Grade A on SSL, Grade A on Security Headers, and a NOT VULNERABLE penetration test result.
Yes, but it requires a structured approach. Google Business Profile caps account-level processing at 1,000 locations, which means large networks need a multi-account strategy with planned Google Support escalation paths for flagged cases. For PT Jalin Pembayaran Nusantara's ATM Link network, 928 of 945 locations were claimed and verified, reaching 98% completion of a national network that had zero verified locations at the start of the engagement.
The monthly report is integrated across all five service dimensions, so the client sees security, performance, SEO, authority, and content in one document rather than receiving fragmented updates from separate teams. Progress is tracked against the specific KPIs set in the contract, including PageSpeed thresholds, DA and Trust Flow targets, bounce rate benchmarks, and uptime SLAs. All data sources are independently verifiable through Ahrefs, Moz, Majestic, Google Search Console, and Google Analytics.
PageSpeed 42 to 87. Health Score 54 to 91. DA exceeded. Trust Flow exceeded. Bounce Rate exceeded. All five KPIs delivered for Indonesia's national payment infrastructure operator.
Whether you are a BUMN, a publicly listed company, or a growing enterprise - the same methodology applies. Systematic audits. Figma-first design. Staging-verified deployments. Monthly integrated reporting. Results that are measurable and auditable.
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