PayLater is a payment method that has been popular in India earlier. The country has advanced PayLater platform and integrated in a more complex level.
The purpose of PayLater is obvious, to help consumers complete the payment even when they do not have the money to buy goods, service, or a travel ticket.
What about the development of PayLater in Indonesia, especially from the point of view of SEO or organic marketing? Through this article, cmlabs will give an introduction on PayLater’s development since it was first introduced in early 2018.
We have been studying on this topic for quite long, since the end of 2018, even before we joined cmlabs. From SEO point of view, organically, the keyword belongs to Traveloka since they introduced it the first. Their page-url has chances to build authority longer than other new brands.
Too bad that Traveloka failed to use the chances. Even worse, Traveloka’s position for that organic keyword of “paylater” went down to number two.
We think it is the right example to give education to other brands, regarding a question that has often asked to us by customers about why a website is still at position 5 while technically, the specification of SEO is better than others.
In this topic, we would like to state that Traveloka’s strategy is already good, even the best if looking at the implementations of things related to SEO’s techniques. However, we found that Traveloka does not get support from other marketing channels.
See picture 1 below from Google Trends from January 2018 until April 2020.
Looking at the graph, Traveloka has introduced PayLater since early 2018, while other brands has just started in the end of 2018. The problem is that branded keywords or navigational keywords has not been optimized since its introduction.
In short analysis, the #2 organic position for Traveloka actually exceeds expectation. It is supposed to be difficult to reach.
We also found that Traveloka may only focus on introducing PayLater to their app users, so that new users’ acquisition may be very low, even compared to other brands.