
Enterprise SEO / AI search / GEO / AEO
International AI Search Strategist and SEO/GEO Consultant
I help product/growth teams at mid-market to enterprise companies turn messy search problems into systems they can actually run: scalable technical foundations, strong content architecture, AI visibility, and SEO product management that drives organic growth across traditional and AI-powered search.

I’ve spent the last decade building and scaling SEO for marketplaces, media, and consumer brands. From bootstrapping KabarGames from 0 to tens of millions of pageviews monthly, to currently leading SEO/GEO & AI search strategy across Ruangguru group brands.
Trusted by leading Indonesian companies








30+brand and growth projects across SEO, GEO, and technical search
20+person web team led across 8+ brands under PT Ruang Raya Indonesia
10+yrtechnical SEO, content systems, and organic search acquisition
7+speaking engagement at major industry events including SEOCON, SEO Summit, SEO Show, and ScaleCon AI
My expertise to help your brand growth
AI Search / GEO / AEO
Brand and content systems built to be understood, trusted, cited, and repeated by answer engines / LLMs.
Product-led SEO
SEO roadmaps that product, engineering, content, and growth teams can actually ship together.
Marketplace SEO
Search architecture for category, listing, seller, filter, and internal search pages that need to rank without index bloat.
Ecommerce SEO
Category, product, internal-linking, and content systems for stores that need search demand to compound.
Programmatic SEO
Templates, data logic, internal links, and indexation rules for pages that need to scale without creating noise.
International SEO
Market, language, and template decisions that prevent global SEO from turning into duplicate confusion.
SaaS & B2B SEO
Positioning, technical foundations, and demand-led content for products with complex buying journeys.
YMYL SEO
High-trust content architecture for sensitive topics where clarity, authority, and structure matter.
Featured thinking and talks
A featured conversation about AI visibility, SEO, and how brands can stay visible as people search through Google, AI Overviews, ChatGPT, Gemini, Perplexity, and Claude.
More videosDoxadigital
SEO Unlocked: AI Visibility
Speaking Engagements
SEO Gameplan Book Author
SEO Conference Jakarta · Sep 2025Book author for SEO GameplanScalecon AI Conference Speaker
PT. Dewaweb · Sep 2025Speaker for AI search and SEO systemsSEO Summit Indonesia Speaker
Digital Talkline · Aug 2023Presented "The Art of Onpage SEO"The SEO Show Main Event Speaker
Search Marketer Indonesia · Jul 2022Presented "SEO Advanced Mindset You Should Avoid & Possess"SEOCON 2022 Speaker
SEO Conference Jakarta · Mar 2022Presented "Local Business Optimization Best Practice"Digital Transformation in the New Normal Era
SME Digital Fest by Exabytes · Jul 2020Speaker for digital transformation in the new normal eraSEOCON 2020 Speaker
SEO Conference Jakarta · Feb 2020Presented "What is Taxonomy and the Effect on SEO"What leaders say about Joe Handaya

Ignatius Untung
Chief Marketing & Commercial Officer | Applied behavioral science for brand & commercial | Top 10 CMOs Asia
I had the pleasure of working closely with Joe, and I can confidently say he is one of the most dynamic and driven SEO professionals I've encountered. He consistently demonstrates an insatiable hunger for new knowledge and a remarkable willingness to learn and adapt to the ever-evolving landscape of SEO.
One of Joe's standout qualities is his brutally honest yet constructive approach. He provides candid feedback that is always aimed at fostering growth and improvement, while remaining open to receiving feedback in return. This balance has not only strengthened our SEO strategies but also contributed to a culture of continuous learning within the team.
Joe has a well-earned reputation as an expert in his field, and it's evident in the innovative strategies and insights they bring to the table. Beyond technical prowess, he genuinely cares about the personal and professional development of team members, always offering guidance and support.
Moreover, Joe is incredibly independent and self-motivated. He manages projects with a high degree of autonomy and consistently deliver exceptional results. His proactive approach and dedication make him a key asset to any team.
I wholeheartedly recommend Joe to any organization looking for a top-notch SEO leader who combines expertise with a passion for growth and team development.

Marga Anugerah
General Management & Strategy Leader | Ex-McKinsey, PwC | VP @ Ruangguru | IESE MBA
I've been working with Joe to optimize Ruangguru's online presence since 2020, and I can say with confidence that is a standout Web, Blog, and SEO Manager, a celebrated SEO expert.
First, Joe brings a progressive mindset to the world of SEO. He has the ability to stay ahead of the curve, constantly embracing new techniques and strategies to keep our digital platforms at the cutting edge. Now, Ruangguru has been on the top chart of Indonesia's website with highest traffic.
Aside from his technical expertise, his genuineness also makes him a person who's easy to connect with. Joe has a passion for nurturing and developing his team members.
Finally, Joe holds a well-deserved status as a celebrity SEO expert in Indonesia. His insights and expertise are highly regarded, not only within our team but across the SEO community in the country.

Ridho Putradi S'Gara
CEO @ Search Agency | Helping brands win on Google & in AI search (ChatGPT, Perplexity, Gemini)
Finding real talent in SEO is never an easy task. Apart from the knowledge and experiences, a talented SEO also need a huge passion in understanding the audience, the technical side and other important part in search marketing.
Joe is someone that has all those criteria to be a real talented SEO.
As a learner myself, Joe's willingness to learn and grow his skills and knowledge in SEO always amazed me.
I believe that Joe will always be a valuable asset to any company that he works with.

Miftahul Khoir
Head of Dept. Digital Marketing at PT. Cakra Radha Mustika Member of Kalbe
I have worked with Joe on a number of projects for a couple of years now and can't recommend him highly enough. Joe's passion for SEO, and his commitment to always ensuring he delivers what he promises, are two of the things that really set him apart from others in his industry.
Joe is not only greatly proficient in SEO knowledge but the capabilities to apply it in different scales and situation is his defining talent. He keeps his tabs in a 360 degree angle on all his work. From the technical issues that tinkers with the inner codes, to the nitty gritty of studying search engine's mechanisms (especially of Google's).
Joe has a passion for SEO unlike anyone I've ever met, he is really the best in what he does, SEO runs in his blood. Try starting a conversation with him about anything SEO-related and you'll understand what I mean. This passion carries over to his work. If you're looking to get introduced to the world of SEO for your business or you want to know more about it, I would recommend no other person than this gentleman right here.

Faiz Fashridjal
Co-Founder // CEO at Sepenuhati
I hope to someday be able to work with Joe again!
Joe is a SEO genius as all the recommendations here are chiming on.
What I would like to add on is his humble yet inspiring demeanor. Joe fully understands that SEO is not yet well understood in Indonesia and he is does a great job of being a SEO evangelist. He is very calm and step by step in teaching his craft. He works well with other marketers and engineers to coordinate and most importantly gain support and prioritization.
The results? At BLANJA.com he was able to spike organic traffic 3X. Moreover, as a leader all the people Joe has lead are now SEO leaders in other organizations. Thats the sign of a true leader!

Ritchie Goenawan
Marketing & Commercial Transformation Leader | Former CEO, COO & CMO | Consumer, Retail & Digital Platforms | P&L Leadership | Ex-BCG, Unilever
If you're looking for a well-grounded, fact-based, expert in SEO - Joe is will be a force amplifier in any team! Follow his wisdom on social media and you will always gain valuable insights and knowledge!

Febriano Mahesa
Digital Marketing | Japanese Speaker
I've been working with Joe for almost two years. In those two years, I've seen how great he is at SEO. This guy is a real definition of an SEO Wizard.
We built our website from scratch (bramblefurniture.com) and Joe played an important role in defining the structure and getting our website to be always on the first page for our targeted keywords.
Honestly, in my course of work both in Japan and Indonesia, I can tell that he's one of the best SEO experts I ever met in Indonesia. By the best, I'm not exagerating. He's been invited to a lot of SEO seminars and workshops as one of the speakers. One that is worth to mention is SEOCon 2020.
One of the traits that I really like about him is his eagerness to always learn something new. He's well informed about what's happening out there, and therefore, he can catch up with the latest development in his forte. It's been a pleasure to have him on the team.

Aditya Eka Paramasatya
Build Digital Platform Through Teamwork and Modern Technology.
I will call Joe as an SEO evangelist. His expertise helped a lot along the major SEO projects and milestones at BLANJA.com. The result was spectacular, the site got 300% spike in organic traffic (source: analytic). This is also noted as one of biggest company wide achievement of the year 2018.
In personal, he is also a good leader and persistent person. He would open communication and maintain relationship very well with various stakeholders for the company success.
I hugely enjoyed working with him and look forward to collaborate again, to solve big problems, find solution, and celebrate the achievement.

Kevin Sherman
SEO/Content and Digital Marketing
Literally, the best SEO practitioner that I've ever known and worked with. Moreover, not only Joe's terrific at what he does but he's also a great colleague. Personally, he's brought a great impact to my understanding of SEO. I mean, without his guidance, I wouldn't get the knowledge as much as I have right now. To me, he's a guru.
The interesting thing about Joe, he might seem nonchalant at times. But it is actually the opposite. He would notice every tiny detail that could be solved and improved. Also, his creative ideas often make some successful plays to the team effort. But the most valuable trait of him is passion. He only does 100%, and let the results speak for itself. Working with him by far, it has always been translated as "action speaks louder than words" kind of experience. It is not an exaggeration for me to dub Joe as an SEO professional nonpareil.
Common questions I get asked
What do you actually do, and how is that different from working with an agency?
You work directly with me from strategy through execution. I take on a small number of engagements at a time, so each one gets senior attention across your strategy, your technical foundation, and the content and AI-visibility system your team runs.
How are you involved day to day? Do you do the work or advise on it?
Both, depending on what moves the needle. I go hands-on for technical audits, architecture, and the work that needs senior review, then work with your product, engineering, content, and growth owners to turn decisions into shipped work. The goal is to leave your team with a system they can keep running, not a dependency.
What types of clients and industries do you specialise in?
Marketplaces, media and news publishers, ecommerce, SaaS/B2B, and large-scale content sites. Anywhere organic search is a core growth engine. I work best with product and growth teams: Heads and Directors of Growth, VPs of Marketing at mid-to-large companies. I don’t take on gambling work.
Do you work with small businesses or sites just starting out with SEO, GEO, or AI search?
Yes. I work with small businesses and early-stage sites when there is a specific search or AI-visibility problem to solve. If you are still figuring out where SEO, GEO, or AI search fits, get in touch and I can help you identify the right next step.
Do you work with clients outside Indonesia and Australia?
Yes. I’m well known in the Indonesian market and speak regularly at events there, but I work with clients globally, including international and non-English-speaking markets that need a proper internationalisation strategy.
What's the difference between SEO and GEO/AEO, and why should I care now?
SEO wins you rankings in Google’s organic results. GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) get you cited inside AI answers: AI Overviews, ChatGPT, Gemini, Perplexity. More people now research and decide inside those AI tools, and a brand can rank well on Google yet barely show up in AI answers. I build for both so you stay visible no matter where your customers are searching.
How much do your consulting services cost?
It depends on site size, complexity, traffic, and scope. My rate sits above a typical SEO consultant, which reflects the depth of experience you’re bringing in and the results I’m engaged for. Pricing is consistent whether the project is local or international. The fastest way to a real number is to get in touch with your situation.
How quickly will I see results?
SEO and GEO are compounding, not instant. Technical fixes and AI-visibility wins can show up in weeks. The larger gains in rankings, traffic, and citations typically build over months. I focus on consistent execution that delivers early signals while the bigger results stack up.
