At a glance
- Client: Dievas Tour & Travel, a Bali car rental, transport, tour and ticketing operator
- Sector: Travel and tourism services
- Region: Indonesia (Bali)
- Service: Digital marketing: SEO, content and paid search
The challenge
Dievas offers car rental with or without a driver, airport transfers, tours and attraction tickets in Bali. It wanted more bookings from people searching on Google, especially corporate international clients and Australians. Its website listed its services but ranked weakly and gave visitors little to act on. The questions were which search terms to target, how to set up the site and a small Google Ads budget, and what content would bring in travellers who are still planning.
What we did
- Researched keywords in Semrush for the Indonesian market, in English and Indonesian (e.g. 'car rental bali', 'sewa mobil bali'), and ranked them by intent, volume and keyword difficulty.
- Grouped keywords by service (car rental, driver, airport transfer, ATV, tours) and assigned one main keyword per page: commercial terms to service pages, informational terms to articles.
- Audited Dievas's website and Instagram against two local competitors on pricing, booking flow, WhatsApp hand-off, coverage information and content format.
- Wrote an on-page SEO checklist: slugs, title tags, meta descriptions, H1s, internal links, alt text, FAQ schema and Search Console indexing.
- Drafted a Google Ads plan: a search campaign on the researched keywords, sample ad copy, Smart Campaign set-up and a daily budget cap.
- Built a 10-week content planner with 20 article topics, each with keywords, search intent, angle and approval status.
- Wrote and uploaded travel guide articles to the client's website.
Topics covered
- Keyword research and intent mapping
- Website and Instagram audit against local competitors
- On-page SEO set-up
- Google Ads search and Smart Campaigns
- Content planning and article writing
- Booking-flow improvements
What we delivered
We delivered an ads and SEO plan with the competitor audit, a keyword brief, and a 20-topic content planner in Google Sheets. We also delivered the written articles: 15 marked as uploaded to the website in the planner. Project records also list a website-editing guide for the client's team.
Ads and SEO plan
Google Doc · approx. 6 pages
- Keyword selection by intent, volume and difficulty
- One-keyword-per-page structure and URL slugs
- On-page SEO fields and internal linking
- Search Console indexing steps
- Google Ads search campaign, ad copy and budget
- Website and Instagram strengths and weaknesses vs two competitors
Keyword brief
Google Doc · 1–2 pages
- Priority commercial keywords
- Thresholds for volume and difficulty
- Service vs article keyword split
- Article SEO checklist
Content planner
Google Sheets · 20 topics over 10 weeks
- Article topic and main keywords
- Search intent and why it matters
- Key angle
- Approval and upload status
Travel guide articles
Google Docs, published on the client site · 15 uploaded at time of review
- Car rental: self-drive vs driver
- Airport transfer guide
- Bali trip budget breakdown
- 7-day itinerary with transport tips
- Tours for couples, families and groups
- Attraction tickets and skip-the-line guides
What we found
- Outcome: the programme met its monthly KPIs and helped Dievas grow to more than 100 rentals a month.
- The best-value keywords were commercial ones such as 'car rental bali' (about 4,400 searches a month) and 'bali car rental with driver' (about 590), with difficulty in the low-to-mid 30s.
- The website showed no prices, while both competitors did. Visitors had to message on WhatsApp just to get an estimate.
- There were no booking fields (dates, pick-up and return), so visitors could not work out a cost. One competitor calculates it automatically.
- The site had no service-area information, FAQ or basic terms, and the WhatsApp button opened a blank chat instead of a pre-filled message.
- On Instagram, Dievas had a consistent, tidy visual identity but relied on static posts. A competitor used video and customer clips that showed the service in use.
- We recommended pairing SEO fundamentals with a small Google Ads search campaign: ads for visibility now, SEO for organic reach over time.
In numbers
- 100+ rentals a month reached with the programme in place (Dievas)
- 'car rental bali': about 4,400 monthly searches in Indonesia (Semrush, 2026)
- 'bali car rental with driver': about 590 monthly searches (Semrush, 2026)
Key takeaway
For a local operator, search visibility and small booking-flow fixes (prices, date fields, a pre-filled WhatsApp message) together turn searches into rentals.