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Last updated by cmlabs at Jun 27, 2024

cmlabs case study Faspay

SEO Data

Keyword Ranking (Organic)
Keyword Ranking (Absolute)
Brand Position
Search Market Share
Organic Traffic Growth
Organic Keywords Captured
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Ranking Distribution
Keywords & Ranking:
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Attention! It should be noted that we have limited access to some of our client data, hence some of the data displayed is sourced from a third party.

Key Takeaways

  • Before collaborating with cmlabs, Faspay experienced a canonical issue that had an impact on page indexing.
  • To address this issue, the cmlabs team made many efforts, such as determining the right canonical URL, implementing canonical tags, and other improvement efforts.
  • These attempts succeeded in bringing traffic growth of 25.6% and monthly organic users of 44K.

About the Client

Faspay is the first official payment gateway in Indonesia with more than 15 years of experience. As a brand operating in the financial industry, Faspay needs to maximize their authority in search engines. cmlabs has been collaborating with Faspay since November 2023 and here are the details of our collaboration.


Services Taken

  • Traffic projection
  • Keyword research
  • Content strategy & recommendation
  • Technical SEO
  • and many more
See details
  • Weekly/monthly editorial content
  • Page title, meta description, suggestion
  • Outlining & content planning
  • Search snippet enablement
  • and many more
See details

Obstacle We Encountered

Canonical Issue

This case can occur when a URL is marked as canonical to another URL, but the canonicalized URL is also marked as canonical to another URL; thus, creating a canonical loop without a definitive version of the URL. This can distract search engines from determining which pages should be indexed and displayed in search results.

This canonical problem impacts several SEO aspects on the Faspay website, including the distribution of link value which reduces the effectiveness of SEO efforts, content duplication, inadequate user experience, and inefficient indexing.

Our Best SEOlution

Canonical Issue

Identifying and Determining Appropriate Canonical URLs

To solve this problem, cmlabs ensured that each page has one version of the URL considered canonical. We used tools like Google Search Console to help identify canonical issues.

Consistently Implementing Canonical Tags

cmlabs ensured that canonical tags were implemented consistently across the website, with each page pointing to only one canonical version of that page.

Fixing Canonical Chain

cmlabs changed a canonical page directly to another page to avoid creating a canonical chain, making it difficult for search engines to index the page.

Apart from the efforts above, we also carried out several other improvement activities, such as using 301 redirects if necessary, checking and updating the sitemap, and carrying out regular monitoring and evaluation to address canonical problems.

Organic Achievements

Website Traffic Growth

During our collaboration, the Faspay website experienced significant traffic growth of up to 25.6% in January 2024.

Figure 1: Faspay experienced an increase in organic traffic of 25.6%.


In addition, when this project first started, the website's performance was declining. From October to December 2023, the website experienced a decrease in sessions in November and December.

We then handled this problem starting in December 2023. The results of improvements to the Faspay website began to be seen in January 2024, where sessions had increased significantly again to 44K.

Business Achievements

Faspay Successfully Increases Online Visibility

As organic traffic, market share, brand position, and rank distribution increase, the online visibility of the Faspay website increases significantly, making Faspay one of the leading payment gateways in Indonesia.

SEO Data

Keyword Ranking

In 5 months, based on Google Search Console data, the average keyword ranking that Faspay obtained was in position 9.9 compared to the previous position which was at an average of 11.5. On the other hand, the keyword targeted in Sequence Stat is in position 19.62 for organic ranking.

Besides organic ranking, Sequence Stat also succeeded in recording absolute rank, which is the order of a website in search results regardless of all sources available in search engines such as ads, snippets, PAA, and others. In 5 months, Faspay occupied position 21.51 on average in search engines.

Brand Position

Based on data from Sequence Stat, in the initial period of collaboration with cmlabs Faspay was in 3rd position out of 4 direct competitors in the payment gateway sector. However, thanks to the efforts made by the cmlabs team for SEO strategy and target keywords, Faspay succeeded in occupying the first position for the brand position in March 2024.

Search Market Share

Based on data from Sequence Stat, Faspay succeeded in gaining a 2.08% market share from the targeted keywords. This market share is the highest compared to the top 4 direct competitors in the payment gateway industry.

Rank Distribution

In the same period, Faspay succeeded in placing 62% of keywords in rankings 1-10 (page 1 of Google) for the keywords targeted in that stage. This certainly made the visibility of the Faspay website better. 

Organic Traffic Growth

Faspay experienced organic traffic growth of up to 25.6% after we analyzed and fixed problems on the website, namely the canonical issue and redirection issue.

Organic Keyword Captured

During the collaboration with cmlabs, Faspay succeeded in obtaining 32,000++ keywords. These keywords were strongly obtained from SEO activities, such as regular content production every month and the process of optimizing old content adjusted to search intent and targeting keywords.

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Faspay has experienced significant improvements with us. Now is the time for you to accomplish the same thing. Tell us your business needs by filling in the form below.

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Learn How to Set Your SEO Objective!

Please note, if not all types of businesses can use SEO. then it is important for you to understand whether potential customers of your products and services are actually searching through search engines

In some businesses, there are high activity of searching in search engines like Google, Bing, and Yahoo. In fact, a company can stand strong with just a 3% market capture available in its niche through search engines. Hence, understanding how to gain organic traffic is essential and even becomes one of the most basic of organic marketing. Let’s say, you run a business in the niches below:

  • Travel & transportation
  • E-commerce
  • Financial inclusion & services
  • News or online publisher
  • Property
  • Automotive
  • else.

To gain excellent organic traffic, companies operating in certain niches need a specific SEO approach. To do so, here are some steps you can take:

  • Optimize for local search with keywords targeting specific destinations, landmarks, and niche-related terms.
  • Create comprehensive articles to attract a target audience.
  • Focus on optimizing product pages with descriptive titles, meta descriptions, and keyword-rich content.
  • Implement structured data markup to enhance search engine visibility for products.
  • Generate user-generated content such as reviews and ratings to improve credibility and SEO.
  • Target long-tail keywords that address the specific needs or concerns of your target audience.
  • Build authoritative backlinks from reputable websites and publications.

Some business sectors have large and complex markets, making the marketing activities intricate and imprecise. In this case, big companies need to conduct comprehensive content marketing activities, specifically SEO campaigns, to get awareness through mass media and online publishers in a country. Considering this activity requires a larger budget, you need a comprehensive and well-designed strategy.

Learn how to choose an SEO company or agency to support your business on cmlabs Blog!

When your company has targeted thousands of keywords, the next step is building market dominance in particular business niches on search engines. To do so, working with cmlabs is a prudent move as we understand your company's position compared to direct or search competitors is vital. Additionally, we will help you to make your company get a percentage share based on the company's OKR.

For some SEO companies, enriching search results is just complementary, a standard practice without much thought or strategy. However, for us, this is an important investment and should be maximized. Based on our internal analysis, the SERP feature that you build up does not directly impact organic visits, but overall, it makes search engine algorithms understand how your website is trying to provide information with better serving options to users.

On-page issues are becoming a common problem, yet some company executives have the wrong priorities. We agree that technical matters are important, but other factors like keyword clustering and website planning must also be considered. This will be a big team collaboration so we will handle the technical issue together.

Getting on the leaderboard is important, but not all enterprises understand it. To climb on the leaderboard, you need an extensive analysis and evaluation of market volume. This approach will help you figure out how much percentage of the market we captured.

Even though ascending the leaderboard does not relate to organic market share, at least you have targeted tens of thousands of keywords with a larger optimization scale, such as the nation scale.

Increasing ranking distribution is an advanced optimization option and also one of the most crucial SEO objectives. This strategy requires a comprehensive strategy, avant-garde planning, and a precise design.

Need help?

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