Growing the home market and opening a new one for a game top up marketplace
One of Indonesia's largest game top up marketplaces, also serving the Philippines and Malaysia, came to us with two different jobs. In Indonesia, its home market, it needed to win more of the searches made by people who do not yet know the brand. In the Philippines, a newer market, it needed to turn early rankings into real traffic. From May to August, non branded clicks grew 153% in Indonesia and 194% in the Philippines, and a new product title standard lifted clicks on retitled Philippine pages 131% within 17 days.
One brand, two very different markets
Hundreds of product pages across three markets with no single record of them. Titles named the product but rarely the in game currency buyers type into Google, and carried no consistent brand and country ending. Few product pages had an FAQ.
In Indonesia the brand was strong, and the single largest query reaching the product pages was the brand name itself. The opportunity was everyone searching for a game top up without naming a shop. In the Philippines, search data only began in early 2026 and most traffic came from the brand: the pages ranked well but were rarely chosen by people searching without the brand name.
In the home market the opportunity was non branded demand. In the newer market it was product listings worth clicking, written in the way people in that market search and pay.
SEO and AEO interventions
We ran one catalogue and one measurement system across all markets, then set different priorities for each: non branded coverage in Indonesia, product listings in the Philippines.
Built one source of truth for the catalogue
See how we did it
We catalogued 459 product pages across the three markets in one maintained record, with each page's title, status and target keyword, and mapped 434 products and 628 source URLs into a consolidated catalogue structure. Indexing and template issues were documented for the client's team.
Every title change is stamped in the record, so each result can be traced to the exact pages and the date they changed.
Live, maintained every cycleGrew an editorial programme for the home market
See how we did it
We planned and published articles around the questions players ask before they buy, tracked URL by URL in a content plan. Of the 121 pages we published in Indonesia, 108 appeared in Google AI Overviews between May and September, and those articles earned more clicks every month from July to September.
Live and ongoingSet a product title standard for the newer market
See how we did it
Every title now follows one pattern: the primary keyword, the in game currency and the action, one short hook, then the brand and the country. Each market uses its own buying verb and payment terms, taken from our research on how people in that market search and pay.
The standard went live on the Philippine and Malaysian product pages on 3 September. We measured it against the 17 days before the change, on the pages already indexed.
Live since 3 SeptemberGrowing the home market
Across the whole Indonesian property during the engagement, non branded clicks rose 153% from May to August while non branded impressions rose 119%, and the average non branded position improved from 6.53 to 5.43. Rankings and volume moved together. The blog and the product pages both roughly doubled their clicks over the same months, and the blog improved its average position from 6.30 to 5.60 while its impressions grew 71%.
The pages we wrote ourselves are easiest to trace: 108 of the 121 appeared in Google AI Overviews, and they earned more clicks every month from July to September.
Opening a newer market
Non branded demand in the Philippines started from a very small base. From May to August, before the title standard went live, non branded clicks nearly tripled and total clicks almost doubled.
The title standard showed results within 17 days. On the retitled pages already indexed, clicks rose 131% while impressions rose only 6% and average position barely moved, from 2.28 to 2.12. The click through rate went from 1.41% to 3.07%: the same searchers chose the result far more often.
Sources and periods: Google Search Console. Market results compare May 2026, the last complete month before our reporting cycle began, with August 2026, across each market's whole property; non branded means queries without the brand name. Title standard test on retitled Philippine product pages, 14 to 30 August against 4 to 20 September 2026. AI Overview data is impressions only. All figures are shown as percentages, indexes and ratios to protect client data.