Lifepal: Content Optimization & Internal Link Cleanup at Scale

Project Overview

Lifepal.co.id is one of Indonesia’s largest insurance comparison platforms. As part of the SEO content team, I worked on improving content quality and on-page SEO across a catalog of thousands of articles.

Challenges

• Large volume of articles with outdated, thin, or off-topic content
• Internal links pointing to 404 pages or 301 redirects after site restructuring
• No standardized process for content updates or internal link audits
• Category pages with low organic visibility despite high publishing frequency

What I Did

Content Audit & Pruning

• Conducted a full content audit to identify low-performing URLs
• Recommended merge, redirect, or improve decisions for 300+ articles
• Reduced content footprint while increasing topical coverage quality

Internal Link Cleanup

• Identified thousands of broken and redirected internal links across article content
• Built an internal tooling workflow using Python + Streamlit (InLink Cleaner) to automate the detection and correction process
• Reduced redirect chain links by 80% across the top 500 articles

On-Page Optimization

• Rewrote and optimized title tags, meta descriptions, and headings for 200+ articles
• Applied E-E-A-T best practices — added author bios, date updates, and expert reviews

Results

• +30% improvement in crawl efficiency after internal link cleanup
• Top 3 rankings regained for 15+ high-value insurance keywords
• Internal process adopted by the full content team as standard workflow

Tools Used

Python · Streamlit · Screaming Frog · Ahrefs · Google Search Console · Notion