Portfolio Case Study
How Arfadia Made Allianz
Indonesia's #1 Insurance Search Authority
Comprehensive SEO campaign transforming allianz.co.id from 60,000 to 380,000+ monthly organic visitors, achieving #1 Google ranking for Indonesia's highest-value insurance keyword.
From 60K to 380K+ Monthly Visitors
Sustained, compounding growth across the entire campaign period. Traffic continued growing to 599,390/month by January 2026, demonstrating the enduring value of Arfadia's SEO infrastructure.
| Period | Monthly Traffic | Growth vs Baseline |
|---|---|---|
| Mid-2021 (Baseline) | ~60,000 | - |
| November 2021 | 81,874 | +36% |
| February 2022 | 126,000 | +110% |
| August 2022 | 142,000 | +137% |
| September 2023 | 412,500 | +587% |
| January 2026 | 599,390 | +899% |
Organic Positions Breakdown
Allianz vs Competitors - Organic Traffic and Value
Traffic: ~310K | Value: ~$5K
Traffic: ~340K | Value: ~$10K
Traffic: ~130K | Value: ~$8.5K
Traffic: ~80K | Value: ~$7K
Traffic: ~260K | Value: ~$20K
Traffic: 346,334 | Value: $29,441
Highest value in industry
Exceeding Every Target
Allianz's Brand Management and Digital Marketing department, led by Firman Nur Alam, defined conservative targets. The 50% traffic target was set because the prior 2019-2020 engagement had already delivered 120% growth.
| Objective | Target | Result | Status |
|---|---|---|---|
| Overall organic traffic increase | +50% | +380% (587% compounding) | 7.6x exceeded |
| Keywords on Google Page 1 | 100% of 15 keywords | 12 of 15 on Page 1 | 80% |
| "Asuransi Jiwa" ranking | Top 3 | #3 | Achieved |
| "Asuransi Kesehatan" ranking | Top 3 | #1 | Exceeded |
| "Asuransi Syariah" ranking | Top 3 | #3 | Achieved |
Dual-Layer Keyword Strategy
Layer 1: High-intent insurance keywords (consumer purchase intent). Layer 2: Topical authority keywords (traffic drivers building comprehensive authority).
| Keyword | Monthly Volume | Difficulty | Intent |
|---|---|---|---|
| Asuransi Kesehatan | 16,000 | 32 | Very High |
| Asuransi Jiwa | 16,000 | 35 | Very High |
| Asuransi Syariah | 5,100 | 16 | High |
| Asuransi Kesehatan Keluarga | 1,300 | 20 | Very High |
| Polis Asuransi | 2,300 | 4 | Medium |
| Asuransi Jiwa Syariah | 500 | 17 | High |
| Asuransi Kesehatan Syariah | 500 | 11 | High |
| Asuransi Kesehatan Cashless | 300 | 3 | Very High |
| Premi Asuransi Kesehatan | 450 | 21 | Very High |
| Produk Asuransi Syariah | 500 | 10 | High |
To build comprehensive topical authority, Arfadia targeted adjacent health and finance topics. Keywords like "cara menghitung zakat" (5,400/mo), "ciri ciri kena corona" (8,300/mo), and "organ perut sebelah kiri" (3,600/mo) drove massive traffic into Allianz's ecosystem while establishing domain authority.
Insurance is a YMYL (Your Money, Your Life) vertical subject to OJK oversight. Arfadia crafted content satisfying Google's E-E-A-T requirements: product pages for transactional keywords, educational articles for informational queries, regulatory content for OJK compliance, and sharia-compliant content for Indonesia's large Muslim consumer segment.
Organic-First Traffic Composition
Google Analytics data from August 2022 reveals the organic-dominant traffic composition Arfadia built. Paid search contributed only 0.1%, demonstrating extraordinary ROI.
| Source | Users | Share | |
|---|---|---|---|
| Organic Search | 109,820 | 63.7% | |
| Direct | 32,004 | 18.6% | |
| Referral | 27,396 | 15.9% | |
| Social | 2,741 | 1.7% | |
| Paid Search | 147 | 0.1% | |
| Total | 165,486 |
Allianz Outranked Every Competitor
September 2022 SERP analysis: Allianz ranked #1 (highest among all competitors) for 8 out of 15 keywords. Prudential held 3, Manulife held 3.
Investment Marketing - Compounding Growth Engine
Front-loading intensive authority-building work to create exponential returns. Traffic growth accelerated over time: 36% at month 4, 110% at month 6, 587% at maturity.
Arfadia maintains the most extensive insurance client portfolio of any digital agency in Indonesia:
Every Target Keyword Achieved or Exceeded
The campaign's most dramatic results. "Asuransi Kesehatan" (16,000 monthly searches) reached #1 on Google, the highest-value insurance keyword in Indonesia.
Highest Domain Authority in Insurance
Arfadia's systematic link-building elevated Allianz to the highest authority position across every major SEO metric, surpassing Prudential, Manulife, and FWD.
| Metric | Allianz | Prudential | Manulife | FWD | Astralife |
|---|---|---|---|---|---|
| Domain Rating | 70 | 66 | 50 | 63 | 41 |
| URL Rating | 53 | 50 | 43 | 44 | 42 |
| Trust Flow | 53 | 21 | 43 | 18 | 20 |
| Backlinks | 540K+ | 467K | 433K | 21.9K | 15.5K |
| Referring Domains | 4,070 | 2,970 | 901 | 1,100 | 536 |
| Traffic Value | $27.7K | $43.8K | $17.0K | $5.6K | $831 |
Allianz's Trust Flow of 53 was 2.5x higher than Prudential (21), 3x higher than FWD (18). This metric reflects the quality of Arfadia's premium media distribution strategy.
Full-Spectrum SEO Execution
17-month primary contract (Aug 2021 - Dec 2022) building on foundational work from 2019-2020. Led by Firman Nur Alam, Allianz Brand Management and Digital Marketing.
These placements served a triple purpose: driving referral traffic (15.9% of total), building DA 80+ backlinks, and establishing Allianz as an insurance thought leader.
| KPI | Target | Actual | Achievement |
|---|---|---|---|
| On-page SEO Score | 90 | 91 | 100% |
| Keywords First Page | 15 | 12 | 80% |
| Web 2.0 Sites | 20 | 20 | 100% |
| Google My Business Reviews | 50 | 50 | 100% |
| Local Citations | 200 | 200 | 100% |
| Social Media Signals | 10,000 | 19,900 | 199% |
From 60,000 to 599,000+ monthly organic visitors. #1 for Indonesia's most valuable insurance keyword. The highest domain authority in the entire competitive set.
Arfadia wrote the playbook for enterprise insurance SEO in Indonesia. The results speak for themselves.
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