This case study explains how Bukalapak, one of Southeast Asia’s largest e-commerce marketplaces, protected and improved the visibility of its product pages in organic search. With more than 100 million users, millions of marketplace partners, and tens of millions of active URLs, organic search plays a critical role in driving customer acquisition and engagement. Product Detail Pages (PDPs), which are continuously updated by sellers and users, are especially important but difficult to manage at scale. Bukalapak observed a decline in the percentage of PDPs being crawled and indexed by search engines, threatening the visibility of valuable product content. To address this challenge, the company focused on improving crawlability, indexing, and search performance for its dynamic, user-generated

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