Digital Visibility Optimization: SEO Article Strategy and Impact on Website Traffic at PT Tourezia Inspira Cakra

Abstract

The post-pandemic recovery of the tourism and event industry has intensified competition among service providers, particularly in terms of digital visibility. This situation requires companies to optimize search engine–based marketing strategies to effectively reach potential customers. This study aims to analyze the implementation of Search Engine Optimization (SEO) article strategies and examine their relationship with website traffic performance at PT Tourezia Cakra Inspira during the internship period from February to July. This study adopts a qualitative descriptive approach using a case study design. Data were collected through direct observation during the internship, interviews with the SEO Supervisor, and secondary data analysis obtained from Google Analytics and Google Search Console. The analysis focuses on the SEO article writing process, website traffic patterns, and internal factors influencing organic traffic performance. The findings indicate that PT Tourezia Cakra Inspira has implemented SEO article strategies through a systematic process, including keyword research, content planning, article writing, on-page optimization, and performance monitoring. SEO articles function as initial entry points that direct users to the company’s core service pages, particularly event services. However, despite consistent article publication, website traffic performance remains unstable, as reflected in fluctuating visitor numbers and relatively low click-through rates. These findings suggest that SEO effectiveness is influenced not only by content volume but also by content relevance, strategic consistency, and continuous use of analytical data. Accordingly, this study recommends the development of a structured SEO editorial calendar, optimization of on-page elements, and data- driven performance evaluation to improve traffic stability and strengthen the company’s digital visibility.