Search Engine Optimization (SEO) : Optimize for humans first, ...then machines. Much more about Marketing than about Search Engines.

1. Search Engine Marketing (SEM)
Overview
 Hendy Irawan
Chief Technical Officer Bippo
hendy@bippo.co.id
www.bippo.co.id

2. What is SEM?
 Search Engine Optimization (SEO)
 Optimize for humans first
 ...then machines
 much more about Marketing than about
Search Engines

3. Agenda
 Market & Business Analysis in  Link Building
Internet  Content Development /
 Search Engine Copywriting
 Keyword Research  Blogging
 Competitive Analysis  Local Search Optimization
 On-Page SEO  Mobile SEO
 Landing Page Optimization  Paid Search Marketing
 Off-Page SEO  Reporting/KPIs

4. Search Engines
 Google Social networks are
 Bing now "search engines"
 Yahoo  Facebook
 Twitter
 Google +1

5. Keyword Research
 Google Keyword Tool: http://bit.ly/keywordtool
 Cari 3-5 keywords yang relevan
 Perhatikan kesulitan (competition) & relevansi
 Desain website sesuai keywords

6. Competitive Analysis
 Alexa
www.alexa.com
 Google Trends for Websites
http://trends.google.com/websites

7. SEO
 SEO = Search Engine Website Optimization
 On-page Optimization
 Off-page Optimization
 Link Building

8. On-page Optimization
 Page Title  Domain
 Meta Description  nama
 Heading (h1, h2, h3...)  creation date
 CSS
 Ranking
 Image
 Alexa
 hemat
 Google Crawl frequency
 alt / title
 Struktur URL
 file name berbasis  NO 'keyword stuffing'
keywords

9. Landing Page Copywriting
 Judul !  Sesuai target
 keywords audience
 NO keyword stuffing
 Sesuai target media
 Fokus pada apa yang  Sesuai call to action
dia inginkan  Know what you
 Hindari black hat expect
marketing / hard-
selling
 Links!

10. Landing Page Guidelines
 Headline  Bullet points
 Testimonial
 Sesuaikan dengan
ekspektasi traffic  Perbandingan
source  2 vs 3
 more Anda, less kami  Paragraf singkat, sales letter
panjang
 pesan marketing  Bold, italic, font size, warna
yang jelas 
hindari OVER!!!!
 hindari weasel words  Gambar, video
 Urutan: awal, akhir,
tengah

11. Call to Action!
 Call to Action!
 Buy
 More info:
Email/Phone
 Email newsletter
 Like Facebook /
Follow Twitter / etc.

12. On-page Optimization
 Konten utama  "On-site" Blogging
 Home page
 Landing page
 "Funnel" / Buy path
 Konten pendukung

13. Off-page Optimization
 Konten utama  "Off-site" Blogging
 Home page  WordPress, Blogger,
 Landing page Tumblr
 "Funnel" / Buy path
 Facebook
 Detik Blog,
 Konten pendukung
Kompasiana,
Vivanews U-report
 Link Building

14. Link Building
Promote / share your  Free eBook / whitepaper /
content! poster / app
 Social Media Marketing  Submit ke direktori (dmoz,
(SMM) bisnisukm,
megadirektori...)
 Blog commenting
 Email marketing
 Press release
Authority Rules: Quality vs
 Viral marketing / word of
Quantity of links
mouth (WoM)
Know your audience!
 Guest blogging

15. Copywriting
 Judul !  Sesuai target
 keywords audience
 NO keyword stuffing
 Sesuai target media
 Fokus pada apa yang  Sesuai call to action
dia inginkan  Know what you
 Hindari black hat expect
marketing / hard-
selling
 Links!

16. Forums / Communities / Groups
Kaskus, GaulDong, Contoh: dealer mobil
Google Groups, Yahoo Groups,  artikel Honda, Mazda,
Facebook Groups / Pages... Toyota, ...
 Buat koleksi konten terlebih  posting thread "Mobil Keluarga
dahulu yang Tepat"
 Lalu buat artikel yang bisa >>> link ke Honda, Madza,
Toyota, dll.
diposting di forum, dengan
menyertakan beberapa link  bisa cross-post ke forum lain*
pada keywords tertentu  bisa posting ke blog sendiri*
Rule of thumb: always link to your
own pages

17. Blogging
 Judul Artikel  Links!
 Mudah dibaca  Call to Action
 Gambar / ilustrasi /
video / diagram /
animasi

18. Relevancy Matters: Local SEM
Target pasar:  Bandung

Global --- default!  Ciumbuleuit
 Asia
 Southeast Asia  Jl. Gunung
 Indonesia
Kencana
 Jawa

19. Local SEM
 domain name: *bandung.com, *.co.id
 gunakan bahasa Indonesia
 gunakan bahasa daerah (ex: Sunda, Jawa)
 Foursquare
 Facebook Places

20. Mobile SEO
 Use m.* or *.mobi Mobile is more than a PC !
domain  Location
 NO Flash  SMS
 Avoid Ajax  Telephone (tel:0812...)
 Use CSS for layout  Mobile Apps
 Microphone
 Camera

21. Reporting
 Catat!  Page visits
 Test & measure  Unique visitors
 A/B testing  Traffic sources
 Definisikan target  Click-through rate
pencapaian (CTR)
 Conversion rate
 Web Analytics >>>>>

22. Tracking & Analytics
 Google Analytics URL Builder
http://bit.ly/googleurlbuilder
 Contoh: logo Bippo di kanan bawah ;-)

23. Tweaking
 Keywords  Social Media
 On-page SEO  Facebook
 Conversions
 Twitter
 Others!!! (Kaskus, ...)
 Landing pages
 Content Strategy
 Email marketing

24. Paid Search
 Google AdWords
 Bing
 Facebook

25. Google AdWords

26. Facebook Ads

27. Terima Kasih
 Hendy Irawan
Chief Technical Officer Bippo
hendy@bippo.co.id
www.bippo.co.id