ShopBack
SEO Manager · Jun 2020 – Jan 2021
ShopBack is the largest cashback and rewards platform in Southeast Asia, operating in Indonesia, Singapore, Malaysia, and several other countries.
What I Did
ShopBack operates in a highly competitive space: every shopping or product query is contested alongside major marketplaces like Tokopedia, Shopee, and Lazada. Here, SEO isn't about beating them head-on, but finding spaces they haven't filled.
I focused on two things: content answering specific questions around cashback and promotions, and technical optimization of thousands of merchant pages.
Although relatively brief, this period gave me exposure to SEO at a regional level and how fintech platforms structure their information architecture.
Tools & Approach
“In a space dominated by giant marketplaces, winning at SEO means playing a different field: becoming the most relevant source for specific, transactional questions.”
Lessons Learned
A short tenure taught me to move fast and prioritize tightly. Not every SEO opportunity is worth pursuing; choose the ones with the most direct business impact.
Key Achievements
Regional
SEO strategy exposure across Southeast Asian markets
Understanding SEO nuances across markets with different languages and search behaviors
Thousands
Merchant pages optimized systematically
Content templates and standards applicable across all partner pages
Intent
Content strategy based on cashback and promo intent
Targeting high-intent queries directly relevant to ShopBack's business model