Keyword Usage Strategy in On-Page SEO for Improving Organic Traffic
Evidence from a Qualitative Case Study of PT Tourezia Cakra Inspira
DOI:
https://doi.org/10.32832/jm-uika.v17i3.24734Keywords:
Keywords strategy, On-page, Article, Search Intent, Organic TrafficAbstract
This study analyses keyword usage strategies in on-page SEO content and their impact on increasing organic traffic at PT Tourezia Cakra Inspira. A qualitative approach was employed through observation, in-depth interviews, and document analysis involving the Management Executive Supervisor, Performance Marketing, and SEO Content Writer. The findings indicate that keyword research has been conducted using various SEO tools; however, some keywords remain misaligned with user search intent. In addition, the implementation of on-page SEO elements, such as titles, headings, meta descriptions, and content bodies, has not been consistently applied acrooss all articles. Instances of keyword stuffing were also indentified, potentially reducing content quality and SEO performance. . The study reveals a mismatch between keywords and search intent, inconsistencies in the application of SEO elements, keyword stuffing practices still occur, transactional pages generate higher traffic than informational pages these points are much more specific Therefore, PT Tourezia Cakra Inspira should strengthen keyword research based on search intent, apply consistent on-page SEO standards, and conduct regular content evaluations to improve digital marketing effectiveness and organic traffic growth.
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