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Last updated by cmlabs at May 17, 2024

cmlabs case study AQUA

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

  • AQUA went through several challenges, such as being impacted by negative issues from the media and the tracker shifting due to website improvements.
  • To deal with this issue, the cmlabs team analyzed keywords that were detrimental to AQUA, carried out off-page activities, and installed a tracker with classes.
  • These efforts succeeded in making AQUA lead in search results and experienced an increase in organic traffic of 425%.

About the Client

AQUA is a pioneer in the FMCG industry in Indonesia with mineral water products. This company has been established since 1973 and continues to be one of the biggest brands in Indonesia to this day. cmlabs collaboration with AQUA began in March 2022 for full SEO services. Find out our journey below.


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
  • Articles writing & placement on online media
  • Brand mention
  • Engagement targets
  • Projected visits/readers
  • and many more
See details

Obstacle We Encountered

Impacted by Negative Media Issues

AQUA experienced thread from the media in Indonesia regarding some negative issues. 

Tracker Changed because the Website Was Under Maintenance

When cmlabs carried out SEO activities, the AQUA website was also under repair to change the appearance of the website. This resulted in the shift of the tracker that we had embedded in certain components on the website.

Our Best SEOlution

Impacted by Negative Media Issues

We analyzed what keywords refer to attacks regarding the negative issues. After mapping these negative keywords, we immediately carried out off-page activities to fight keywords that attack AQUA.

Tracker Changed because the Website Was Under Maintenance

We carried out technical activities by installing trackers in the classes of each component or button available on the AQUA website. Placing the tracker with classes can prevent the tracker from being shifted or lost every time there is a change in the appearance of a website.

Organic Achievements

Website Traffic Growth

During the collaboration with cmlabs, until the beginning of 2024, AQUA experienced an increase in organic traffic of 425%

Figure 1: AQUA experienced an increase in organic traffic of 425%.

AQUA Prosperously Leads in Search Results

Figure 2: Nearly 50% of articles for AQUA are ranked in the top 3.

Equally important, almost 50% of the articles produced and displayed on the AQUA website are ranked in the top on Google search results.

Business Achievements

The AQUA website is starting to tap into the market of users looking for information about health and fitness. Apart from that, the AQUA website is also starting to compete with health websites such as those owned by hospitals. Besides increasing the visibility of the AQUA brand in Google search results, AQUA is also starting to gain credibility for health-related content.

AQUA Successfully Neutralized Negative Issues

During its collaboration with cmlabs, AQUA received negative sentiment several times regarding issues with its parent company. Together with the cmlabs team, AQUA took part in creating content that dispelled these issues on-page and got high rankings on these negative issue keywords.

Carrying Out User Behavior Monitoring and Product Optimization

cmlabs helps AQUA to install trackers on vital elements regarding users and product sales in several parts of the website. AQUA can see important data related to user behavior on websites and products sold. This data can help internal teams make decisions to improve their business.

SEO Data

Keyword Ranking

For keyword ranking performance, overall, keywords or content produced during the collaboration between cmlabs and AQUA were in the top 20 positions. In terms of competition, AQUA competed directly with health and hospital websites.

Brand Position

Apart from ranking performance, AQUA also occupied 5th position in brand position. Regarding this, AQUA is related to health-related niches, alongside websites that regularly provide information about health and hospital websites.

Search Market Share

Regarding search market share, overall, AQUA had a market share of 30.5%, with similar competitors as brand position. However, there are differences in market share competition, where national news portal websites are competing with AQUA.

Rank Distribution

In terms of ranking distribution, the placement of AQUA keywords was almost 90% in the top 10. This showed a positive thing for a website. If there is a Google Core Update, the AQUA website can still survive because many keywords are already ranked in the top 10.

Organic Traffic Growth

The growth of organic traffic on the AQUA website during collaboration with cmlabs has grown 5 times the initial traffic before starting the collaboration with cmlabs.

Organic Keywords Captured

The organic traffic growth experienced by AQUA is directly proportional to the number of organic keywords that have been captured in search engines, which is more than 110 thousand. With more keywords produced on a website, we hope that it can generate organic traffic that is as large as the number of keywords.

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Follow AQUA's Steps to Success

AQUA has succeeded in becoming one of the market leaders in the FMCG field with cmlabs. If you are interested in achieving great success like AQUA with us, let us know by filling out the form below!

Our marketing team will respond to your message at least 1x24 hours after we received your inquiry!

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.

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