Dekoruma AEO Assessment Report
by Novastacks AI
dekoruma.com | Indonesia Market
March 01, 2026 | Prepared by Novastacks AI
Site Readiness: 3.2 · LLM Visibility: 2.7
Dekoruma Ranks for 121,000 Keywords. AI Has Been Locked Out.
Dekoruma has built one of Indonesia's most substantial content libraries in home and interior design — 121,703 ranked keywords, over 3 million estimated monthly visits, and more than 2,800 published articles accumulated since 2015. By conventional search metrics, Dekoruma is the category leader.
The same infrastructure that drives that search dominance has been configured to exclude AI discovery. As a result, when Indonesian consumers ask AI for furniture recommendations, interior design guidance, or home decor stores, Dekoruma does not appear — despite ranking organically for the same queries. Neither competitor audited has implemented this restriction. The content asset exists; AI systems cannot access it.
This is a solvable problem, and the foundation for doing so is stronger than any competitor in the category. The three gaps below identify where AI access is being blocked and what it's costing in category presence.
| Domain | Ranked Keywords | Est. Traffic (ETV) | #1 Positions | #2-3 | #4-10 |
|---|---|---|---|---|---|
| dekoruma.com | 121,703 | 3,009,858 | 3,411 | 8,923 | 19,548 |
| informa.co.id | 22,943 | 259,972 | 174 | 405 | 796 |
| arsitag.com | 12,243 | 209,308 | 166 | 622 | 3,026 |
1 Ranked Keywords — Total keywords indexed by Google Indonesia (DataForSEO Labs, March 2026). Dekoruma's large count includes significant traffic from property listing pages (cafe terdekat, kolam renang terdekat) outside core furniture/interior categories.
2 ETV (Estimated Traffic Value) — Monthly estimated organic visits based on keyword positions and search volumes. DataForSEO Labs, March 2026.
3 LLM Visibility tested via DataForSEO AI Optimization API (gpt-4o, March 2026). Only 1 of 6 ChatGPT queries used live web search; 4 of 5 remaining relied on training data alone, confirming the AI crawl block is degrading Dekoruma's AI footprint over time.
AI Crawler Block
6 blockedAI bots explicitly blocked in robots.txt
GPTBot, ChatGPT-User, PerplexityBot, OAI-SearchBot, and others are explicitly listed with Disallow: / — the site is actively opted out of AI indexing while competitors are not.
§ Section 04: Site Infrastructure
Homepage Invisible to Bots
0 H1/H2Zero heading tags in raw HTML on homepage
The React CSR homepage delivers 3MB of JavaScript but near-empty markup. Bots that somehow bypass the robots block see nothing they can parse, extract, or cite.
§ Section 04: Site Infrastructure
AI Citation Gap
0/6ChatGPT queries with direct citation from dekoruma.com
Across 6 test queries, no ChatGPT response cited dekoruma.com directly. The brand appeared once via a third-party list. Google AI LLM Mention API shows zero indexed AI mentions.
§ Section 02: AI Visibility
This assessment analyzes the top 150 ranked keywords per domain across 3 sites, crawls 9–15 representative pages per audit, runs 3 Lighthouse performance audits, and executes 12 AI prompt tests across ChatGPT and Google AI Overviews. Third-party citation surface checks include YouTube, Reddit, G2, Wikipedia, direct competitor domains, and other category-relevant platforms. All scores use a 1–10 scale. Data reflects conditions as of March 2026.
Blocked from Every AI Platform That Matters
ChatGPT and Google AI visibility across 6 test queries
ChatGPT Query Results
| Prompt Type | Query | Mentioned? | Who Was Cited |
|---|---|---|---|
| Branded | Ceritakan tentang Dekoruma, toko furniture online Indonesia | Yes | Dekoruma mentioned with correct brand facts; no web search used (training data only) |
| Comp Branded | Ceritakan tentang Informa Furniture Indonesia | No | Informa only; Dekoruma not mentioned |
| Category | Rekomendasi toko furniture terbaik online Indonesia 2024 | Yes | Dekoruma mentioned 4th (via ecommercedb.com ranking list); web search used, dekoruma.com directly linked |
| Category | Jasa desain interior terbaik Indonesia rekomendasi | No | Artalenta, Domisilium Studio, Hadiprana, Studio Air Putih — no Dekoruma |
| Comparison | Dekoruma vs Informa vs Arsitag perbandingan | Yes | All 3 mentioned; no web search used; response based on training data |
| Long-tail | Beli sofa minimalis online Indonesia murah berkualitas | No | Generic advice; directed to Tokopedia, Shopee, Lazada — no Dekoruma |
ChatGPT recognizes Dekoruma as a brand from training data, but with AI crawlers explicitly blocked in robots.txt, the model cannot access fresh site content. Only 1 of 6 queries used live web search — and that was a category ranking list, not dekoruma.com itself. As ChatGPT's training data ages, Dekoruma's AI visibility will erode further without live crawl access.
Google AI Overview Results
| Query Type | Query | AIO Triggered? | Prospect Rank | Top Results |
|---|---|---|---|---|
| Branded | Ceritakan tentang Dekoruma toko furniture online Indonesia | Yes | 2 | dekoruma.com (#2), mnctrijaya.com (#3), m.dekoruma.com (#8) |
| Category | Rekomendasi toko furniture online terbaik Indonesia | Yes | 3 | rukita.co (#2, lists Dekoruma), mamikos.com (#3), dekoruma.com (#4) |
| Category | Jasa desain interior terbaik Indonesia | Yes | N/A | arsitag.com (#2), pahome.co.id (#4), arsitekhijau.com (#5) — Dekoruma absent |
| Comparison | Dekoruma vs Informa vs Arsitag | No | 8 | Quora (#1), X.com (#3), Reddit (#4), m.dekoruma.com (#8) |
| Long-tail | Beli sofa minimalis online Indonesia murah berkualitas | Yes | N/A | Tokopedia (#1), Lazada (#2), IKEA (#3), Shopee (#4), Ruparupa (#5) — Dekoruma absent |
| Long-tail | Kitchen set harga Indonesia | Yes | 9 | ruparupa.com (#2), Tokopedia (#4), IKEA (#5), m.dekoruma.com (#9, old article 2022) |
Google AI Overview triggers for every category and long-tail query tested. Dekoruma appears in the organic results but is not extracted into AIO summaries — the CSR homepage and bot-blocked infrastructure mean Google's AI layer can't pull structured answers from the site. Arsitag ranks #2 for interior design queries; Dekoruma doesn't appear in the top 15.
Citation Surface Analysis
| Platform | Presence | Strength | Notable |
|---|---|---|---|
| YouTube | Active | 5,450 subscribers / 238 videos | Top video: 695K views (brand awareness content). Low subscriber count limits citation potential. |
| Reddit (r/indonesia) | Active | 7+ indexed threads | Mixed sentiment — some threads critical of product quality (MDF furniture, durability) |
| Strong | 1.3M+ followers | Active brand account; high follower count but not a platform AI models cite for product recommendations | |
| Kaskus/Forum Indonesia | Minimal | Low | No significant indexed presence on Indonesia's primary consumer forum |
| Tokopedia Reviews | Yes | 4.9/5 rating, 55,044 reviews | Extremely strong social proof on Indonesia's largest marketplace — this is underutilized for AEO |
| G2 / Trustpilot | No | None | No third-party review platform presence — a gap LLMs use to validate recommendations |
Dekoruma has 1.3M Instagram followers and 55K+ Tokopedia reviews at 4.9/5 — genuine signals of brand trust that should be converting into AI citations. They aren't, because the platforms that LLMs actually cite (YouTube with structured content, Kaskus, Quora Indonesia, independent review sites) either show low presence or critical/mixed sentiment. The Instagram strength doesn't translate to AI visibility.
Interior Pages Work — Homepage and Category Pages Don't
Page-type readiness comparison: dekoruma.com vs competitors
| Page Type | Dekoruma | informa.co.id | arsitag.com |
|---|---|---|---|
| Homepage | React CSR — 0 H1/H2 in HTML | Nuxt SSR — 0 H1/H2, no schema | Server-rendered — H1 present, rich schema |
| Category/Product | SSR hybrid — Product schema, ItemList | Not crawlable (likely CSR) | N/A (service marketplace) |
| Blog/Articles | WordPress SSR — 282 pages, BreadcrumbList | No blog found | Article section present |
| Interior Design / Services | Next.js SSR — FAQPage schema, 14 H2s | N/A (product retailer) | Professional directory with schema |
| FAQ / Help Center | Freshdesk help center (external domain) | Does not exist | Cara Kerja page (basic) |
| AI Bot Access | BLOCKED — GPTBot, Perplexity, ChatGPT | Not explicitly blocked | Not explicitly blocked |
Dekoruma's site has two different technical realities depending on which page you're on. The interior design page uses Next.js SSR with FAQPage schema — well-structured and AI-readable. The homepage is pure React CSR with zero structured content visible to any crawler. The product category pages fall in between. This inconsistency means AI can read some pages but not the highest-traffic entry point. Combined with the explicit bot block in robots.txt, the structured pages that exist are cut off from AI indexing anyway.
Three Infrastructure Failures Compound Each Other
Technical issues actively blocking AI indexing
AI Crawlers Explicitly Blocked in robots.txt
CriticalDekoruma's robots.txt contains a deliberate block of every major AI crawler. The following user agents are listed with Disallow: /:
- GPTBot — OpenAI's crawler for ChatGPT training and live search
- ChatGPT-User — OpenAI's real-time browse-enabled agent
- OAI-SearchBot — OpenAI search integration crawler
- PerplexityBot — Perplexity AI's crawler
- CCBot — Common Crawl (used for LLM training datasets)
- Amazonbot — Amazon's AI crawler
Neither competitor blocks these agents. The LLM Mention API returned zero indexed AI mentions for dekoruma.com — confirming the block is working as intended and actively erasing Dekoruma from AI search results.
Business impact: Every Indonesian consumer who asks ChatGPT or Perplexity for furniture recommendations gets answers that cannot include dekoruma.com. As AI search share grows, this intentional exclusion becomes a compounding revenue leak.
React CSR Homepage: Zero Bot-Visible Content
CriticalThe dekoruma.com homepage is built in React with client-side rendering. The raw HTML delivered to crawlers contains:
- 0 H1 tags
- 0 H2 tags
- Organization + WebSite schema (valid but not enough for AI extraction)
- 3.1MB file size — mostly JavaScript bundles
When a bot (AI or search engine) requests the homepage, it receives a JavaScript shell. Without a headless browser to execute that JavaScript, the bot sees an empty page. The interior design page (/interior) uses Next.js SSR and has proper heading structure and FAQPage schema — proving the team knows how to do this, but it hasn't been applied to the homepage.
Lighthouse SEO score: 77/100 (vs Arsitag 92/100, Informa 92/100). Performance: 60/100 with LCP of 4.0s — above Google's 2.5s threshold for 'Good' rating.
| Metric | Dekoruma | Informa | Arsitag |
|---|---|---|---|
| Lighthouse SEO | 77/100 | 92/100 | 92/100 |
| Lighthouse Performance | 60/100 | 19/100 | 65/100 |
| LCP | 4.0s | 3.4s | 3.2s |
| TBT | 370ms | 2,100ms | 100ms |
| Homepage H1 tags | 0 | 0 | 1 |
| Homepage Schema Types | 5 | 0 | 12 |
Inconsistent SSR/CSR Across Page Types
HighDekoruma runs three different frameworks across its own domain — React (homepage), Next.js (interior/services), and WordPress (blog/articles). This creates inconsistent bot experiences:
- Homepage: React CSR — bot-invisible
- Category pages (e.g. /sofa): React SSR hybrid — H1 present, Product schema exists, but no H2s
- Interior design page: Next.js SSR — proper heading hierarchy, FAQPage schema, 14 H2s
- Blog: WordPress SSR — BreadcrumbList, Organization schema, crawlable
The inconsistency means AI crawlers (if the block were lifted) would get high-quality structured content from /interior and /artikel but an empty shell from the homepage — the highest-traffic entry point. Fixing the bot block alone is insufficient without also SSR-rendering the homepage.
No hreflang tags detected on any crawled page despite serving Indonesian-language content — a missed signal for geo-targeted AI responses.
2,800 Articles Exist — But None Are Structured for AI Extraction
Content depth gaps across key page types
Massive Blog Library with Wrong Structure for AI
HighDekoruma's article section has approximately 2,800+ posts across 282 pagination pages, publishing weekly on home living topics. This is the largest content asset in the competitive set — Informa has no blog, Arsitag has a smaller article section.
The problem is format, not volume. A crawl of the blog index page found:
- Only 2 H2 tags on the blog index (almost no structural signals)
- No FAQPage schema on article pages
- No Article schema markup on blog posts despite WordPress supporting it natively
- Content topics span cafe recommendations, property reviews, and lifestyle — diluting topical authority in furniture/interior design
- Most articles are listicle format ('7 Recommendations for...') not Q&A or definition-first format that LLMs extract
Arsitag's article section, while smaller, uses category-based navigation (pengetahuan dasar, budget guidance, project phases) — topics that directly answer pre-purchase questions AI users ask. Dekoruma's blog answers similar questions but buries them in a format that AI can't easily extract.
Interior Design Page: Only Page Structured for AI — Not Enough
MediumThe /interior page stands out as Dekoruma's most AI-ready page: Next.js SSR, FAQPage schema with structured Q&A, 14 H2 headings, and 575K characters of content. This is what the rest of the site should look like.
However, the page's FAQ covers only price-related questions and basic process queries. There is no coverage of:
- How to choose a Japandi interior designer in Jakarta
- What to expect from a custom kitchen set project
- Cost comparison guides (custom vs. ready-made furniture)
- Room-specific guides (apartment interior design tips)
The interior category generates real purchase intent — these are high-value queries AI users ask before making IDR 10M+ decisions. The existing FAQ is a start, not a complete AEO play.
Category Pages: Product Schema Present, Informational Content Absent
HighProduct category pages (e.g., /sofa, /meja-kerja) have Product schema and ItemList schema — solid for traditional shopping queries. But they contain:
- Only 1 H1 (product category name), no H2s
- No buying guides, comparison content, or informational text
- No FAQ sections ('What size sofa fits a small living room?', 'Fabric vs leather sofa — which is better for Indonesian climate?')
This is the same gap affecting the whole furniture e-commerce category in Indonesia: all three domains treat category pages as pure product listings. The first brand to add structured informational content to category pages will own the AI citation layer for high-intent queries like 'best sofa for small apartments Indonesia.'
Dekoruma Owns 'Japandi Style' — But Not a Single AI Category Query
Brand positioning gaps in AI search responses
Strong Brand Recognition, Zero Category Ownership in AI
HighChatGPT correctly identifies Dekoruma as an Indonesian furniture/decor brand with interior design services, Japandi style positioning, and a marketplace model. The brand is in ChatGPT's training data.
But when users ask category questions — 'best interior design services in Indonesia,' 'buy sofa online Indonesia,' 'Japandi furniture recommendations' — Dekoruma disappears from AI responses. These are the queries that drive purchase decisions. The brand-to-category gap means Dekoruma benefits from zero AI-driven discovery traffic for its core product categories.
Specifically: for 'jasa desain interior terbaik Indonesia,' ChatGPT named 7 competitors (Artalenta, Domisilium, Hadiprana, Studio Air Putih, MINT-DS, Atelier Cosmas Gozali, Bitte Design Studio) — Dekoruma, which offers interior design services, was not mentioned. For the sofa and kitchen set queries, Tokopedia, IKEA, and Shopee dominated while Dekoruma was absent.
Mixed Sentiment on Reddit — Quality Concerns Surface in AI Training Data
MediumReddit (r/indonesia) has 7+ indexed threads mentioning Dekoruma. The sentiment is mixed:
- Positive: Recommended as IKEA alternative; mentioned for interior design services; used in furniture comparison discussions
- Negative: 'Paling ampas menurut gw si Dekoruma. Pake kayu jengkol kali bikinnya' (Reddit, r/indonesia); complaints about MDF quality after 5 years of use (r/indotech); price-to-value concerns vs Informa
This mixed Reddit signal enters LLM training data. When AI models summarize brand reputation using third-party sources, negative Reddit threads create a quality-uncertainty narrative that depresses recommendation rates. The brand's 4.9/5 rating on Tokopedia (55K reviews) is an underutilized counter-narrative — this data is not structured in a way AI models can easily cite.
| Platform | Signal | Sentiment | AI Citation Weight |
|---|---|---|---|
| Tokopedia | 4.9/5 (55,044 reviews) | Positive | Low — marketplace platform, not editorial |
| Reddit r/indonesia | 7+ threads | Mixed | High — conversational, high LLM training weight |
| 1.3M followers | Positive | Very Low — AI rarely cites Instagram for recommendations | |
| YouTube | 5.4K subscribers / 238 videos | Neutral | Medium — if content includes buying guides |
Tokopedia Store Presence: Powerful Asset Not Leveraged for AEO
LowDekoruma's Tokopedia official store has 55,044 reviews at 4.9/5 — among the strongest social proof signals in the Indonesian furniture category. This number is significantly better than competitors on the same platform.
The missed opportunity: this review data is siloed on Tokopedia and not reflected in Dekoruma's own site structure (no Product schema with aggregateRating on product pages, no Review schema, no 'As seen on Tokopedia' trust signals in on-site content). AI models that use structured data as citation signals see zero review indicators from dekoruma.com itself.
From 2.9 to 6.5 AEO Score: 90-Day Priority Roadmap
Three horizons, prioritized by impact-to-effort ratio
Site Readiness Score
LLM Visibility Score
Horizon 1: Unlock AI Crawl Access (Days 1-14)
Days 1-14Projected Site Readiness: +1.5 pts | LLM Visibility: +1.0 pts. These are the fastest, highest-leverage fixes — they unblock everything downstream.
Remove AI bot blocks from robots.txt
Allow GPTBot, ChatGPT-User, PerplexityBot, OAI-SearchBot, ClaudeBot. This single change re-enables live AI indexing. Add an llms.txt file at the domain root to proactively communicate brand positioning to LLMs.
SSR the homepage or add pre-rendering
Convert homepage to Next.js SSR or add a pre-rendering layer (e.g., Rendertron, Prerender.io). The interior page proves the team can do Next.js — apply the same pattern to the homepage. Target: H1 + 3-5 H2s visible in raw HTML.
Add WebSite SearchAction + hreflang to all pages
WebSite SearchAction schema is already on the blog — extend it to all page types. Add hreflang lang='id' tags sitewide to signal Indonesian-language content to AI geo-targeting.
Horizon 2: Build AI-Citable Content Infrastructure (Days 15-60)
Days 15-60Projected Site Readiness: +1.8 pts | LLM Visibility: +1.5 pts. Converts existing content assets into AI-extractable formats.
Add FAQPage schema to top 50 blog articles
WordPress natively supports JSON-LD schema via plugins (Rank Math, Yoast). Identify the 50 highest-traffic articles and add structured Q&A blocks with FAQPage markup. Target the queries users ask before furniture purchase decisions.
Add informational content blocks to category pages
Insert a 300-400 word 'buying guide' section on each major category page (Sofa, Meja Kerja, Kitchen Set, Kasur) with H2/H3 structure, a FAQ block, and 2-3 comparison signals. This is the first-mover opportunity in Indonesian furniture e-commerce.
Add Article schema and BreadcrumbList to all blog posts
WordPress makes this trivial with existing SEO plugins. Every blog post should have Article schema (author, datePublished, dateModified) and BreadcrumbList. This directly enables Google AIO rich result extraction from existing content.
Horizon 3: Dominate Interior Design AI Citations (Days 60-90+)
Days 60-90+Projected Site Readiness: +1.5 pts | LLM Visibility: +1.8 pts. Builds the content moat that competitors can't replicate quickly.
Launch Japandi Interior Design Guide Hub
Create a dedicated /panduan-japandi/ (Japandi Guide) content hub with 20-30 interlinked articles covering style definition, room-by-room guides, material comparisons, and cost calculators. Japandi is Dekoruma's owned position — own the AI citation layer for it.
Publish proprietary pricing data and 'harga' (cost) guides
When users ask ChatGPT 'berapa harga desain interior per meter di Jakarta?' they need a citable, structured answer. Dekoruma has real pricing data — publish it as structured content with tables, schema markup, and FAQ format. Proprietary data is the strongest AI citation signal.
Migrate help center from Freshdesk to on-domain FAQ pages
The FAQ help center at dekoruma.freshdesk.com splits authority from the main domain. Move top FAQ content to /bantuan/ or /faq/ with FAQPage schema. This consolidates authority and makes customer questions AI-citable from the main domain.
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