Bayu Adi Persada – Search Engine Optimization (SEO) dan Tantangannya | BukaTalks

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Assalamualaikum Wr. Wb. Good evening everyone, welcome to Bukalapak. I’m happy to be able to share with you all what we’re doing in Bukalapak. A bit about the topic, it’s Aligning Multiple Product Strategy at Bukalapak. I actually want to tell you that in Bukalapak, there are a lot of virtual product lines that each of it has their own objectives, goals, and metric. But how we make each product to be autonomous and independent, and to collaborate to achieve mutual goals, to satisfy our customers.

Customers at Bukalapak are not only sellers but also buyers. Ok, first of all I’m Bayu, I represent the team that in charge of SEO at Bukalapak. You can check on the The first thing that I want to discuss is Perspective, this is actually very important because it can make us understand why SEO perceived as product. SEO can be explained by a lot of terms, terminologies, but not these three. SEO is not a routine works, it’s not just making the keywords, making the content, publish it, and it’s done, it’s not like that, it’s beyond that. The second thing, SEO is obviously not a project; usually project has a time bound, for example we make this SEO in three months, so what happen after three months? Is it stop already or what? The thing about SEO is we have to continue improving the traffic, we can’t just do it in three months and then we let it go, so it’s obviously not a project.

And then the third, SEO is not mere a tool of utilization, meaning what? You can’t just write something in 60 characters or some sort and then publish it, it’s beyond that. So what is actually SEO? It’s actually a black box, what I know, what you know, and what people know could be different, there is no single source of truth about an issue in SEO. It could be according to A is doable, but B think it’s undoable, and this is a thing that we need to found out ourselves. In SEO, there are a lot of improvements, there are a lot of the unknown, we have to try for ourselves and only then we can discover whether it’s true or not.

What is actually SEO? Well if I have to define it in one word, it is an iceberg. If we’re talking about SEO we talk about link, about URL, contents, and keywords, but the truth is, the unseen is a lot bigger. We talk about first byte, we talk about UX, we talk about backlink, rank rate, websites, domain authority, a lot of things, if we continue to research and keep on learning, it could be unlimited. So, what is the scope of SEO? The scope is definitely the whole web. If we talk about scope, we’re not only talking about the link upfront, we are talking about backlink, internal factors, visual, UI, UX, a lot of things that we must covers.

By having the whole web as the scope there is no finish line, we must continuously looking for something that we must improve in our SEO. Why is SEO important? SEO is tightly correlated with organic search, organic traffic, organic session, so I hope you can comprehend if I say organic traffic that means SEO. The first thing is the cheapest yet, one of the most effective acquisition channels in web. Why is it the cheapest? We don’t pay any cents to Google, to Facebook, to Youtube, no! Because we optimize our content and hopefully it attracts well on Google. Organic CTR is 20 times higher than paid in average. I just knew this about a couple of weeks ago in the web summit, and the desktop CTR is about 23 times bigger. So what does it mean, desktop CTR? For example 100 people is searching for “safety shoes”. So 62 people click the organic search, only 3 people click paid, and the rest doesn’t click, maybe we don’t satisfy with the results, so we change the keywords.

We pay exceedingly for a small CTR, so why don’t we optimize the free things by optimizing our SEO but having the result of a much bigger CTR. Next is, SEO is independent with other channels, if we’re talking about sessions there are a lot of lines; organic, paid, direct, social, referral, others, etc. Let see the chart, can you see it? The paid channel is actually 2,5 times bigger than the initial, the direct is about 3-4% of deviation ups and downs. Same channel organic in respective become trend in paid and direct, so paid do not cannibalize organic, that’s the key thing.

If we spend more money on paid, do our organic going to decrease? No, it is not, unless our competitor is doing optimizing so their revenue increases. Next, main source of searches in the web, if you’re search for something, 88% you’re doing it on Google. So 88% of people when search for something they’re doing in on Google, the rest are using Youtube, Facebook, Yahoo, Bing, Amazon, etc. Actually that was the research by Jumpshot in May 2017, it’s a marketing agency in US, this should give us motivation to optimize our SEO. The four things that become the biggest contributor to overall traffic; organic, paid, direct, referral, social. These data might not be recent but quite representative, it was made in 2014, I got it from a quite comprehensive website. So, organic search accounts for the biggest contributor, more than 50% and it happen everywhere, even in Bukalapak. So, bigger conversion, bigger traffic, bigger potential compare to other channels, that is why SEO is very important and you must not overlook the importance of SEO.

Next is about challenges, what are the challenges? We have to continue to improve to get the numbers up. The first is to be data-driven, there is no product that being develop without being data-driven, if we talk about product we have to based on data, it must be measurable to know whether the product is successful or not. And one of the key traits of data-driven approach is actually doing the A/B test. Doing A/B test in SEO is very crucial, we must be very cautious, here is one of the example of A/B testing: On the product page, the blue one is normal, the yellow is the one we altered, which according to assumption that is potential, that it will improve the organic session. But the truth it’s not, the hypothesis is not pan out. We have a term in Bukalapak, “Don’t get carried away looking at the data!” if the data is defeated, it is what it is. From the data extend turns out to be minus 3% from the organic session, and out of the acquisition and behavior aspect are still better than the variant.

Tips for A/B test; proceed with cautious and be aware of the risks, like I mentioned earlier if you have it wrong it could decrease it, and it would be difficult to get it up again, it need recovery time. The second is actually; recommended to have different URL for different content, do not use the same URL for different content. The third is; avoid cloaking, cloaking is surfing two different versions, which is very harmful for your SEO. If needed, start in small segment, maybe from 10% of users, etc., and there are tools available to use but my point is, if the result is as expected, only then we can use it. Expect no immediate return in SEO, we’ve optimized right and left and we expect the result will visible in the coming weeks, no! It takes longer time. There is a festive layer here, so for several months, the growth is only visible in the third month. As you can see the high growth is 18%, and the rest is steady growth, mobile web. As you know, mobile web is the main source of organic traffic, 60%, 70%, all from mobile web.

So consequently the whole web is going to be increase as well. The last thing that I want to address here, it has broad areas of improvement. There are eight areas of Google’s ranking algorithm that needs to be going well before the traffic goes up. The content, links, query satisfaction, keywords, domain authority, user experience, technical and crawl, and personalization. The thing about these eight they are all interdependent, it means that they depend on each other, so nothing can stand on its own. Content; aim for high quality content. There are a lot of misconception about content, they simply regard it as simply text and image, no! It actually the whole page starting from the top, header, image, link, buttons, text, etc.

And we must aim for high quality, meaning it has to be useful, has values, relevant, meet the users’ expectation, and the last thing is shareable, the point is we can wide spreading our content to a wider audience. Next is about link; not just inside the website but also outside of it, backlinks and internal link, make sure place a backlinks that refer to a high quality link, and then internal link, make sure our link doesn’t skip a page or directed to a blocked site.

Query satisfaction; it’s actually about avoiding bounce rate, sometimes we open a page and see that the content is awful and then close it right away, related to earlier about the content, it has to be useful and relevant. Next is about keywords; keywords is the way we predict users’ intent, for example we search for ‘safety shoes’, what is the intent? ‘Cheap safety shoes’, ‘complete safety shoes’, ‘newest safety shoes’, etc.

That kind of stuffs we can use to improve our traffic. We should know what the proper keyword is and if it should be inside the content also. Next is about domain authority; what does it take to make a powerful domain? There are five things; link diversity, number of links, diversity and quality of links, social media engagement, and domain age. So if you only have your website for a year, don’t expect to have a 60% domain authority, and of course you have to do the marketing and know your brand, thus if a user search your product they will at least ever heard of it.

Next is about user experience; there are many misconception about UX and UI, it belongs to a different polar but It actually located in the same polar, it can read algorithm like a person, if a person doesn’t like it, so will Google. So we have to make sure that the user experience is intuitively easy to use, at every speed, without impediment. Impediment means once we enter a website it immediately show ads, various offers, or we are told to submit our email, etc.

be careful with that because intrusive will get penalize. Technical and crawl; reduce first byte and properly manage page access by Googlebot, it’s about page access as well, about site map, follow/unfollow, blocking content, etc. Which content can we crawl from Google and which one cannot? Next is about personalization; AI is the new wave of technology, it’s the next big thing in technology, so it’s important for us to explore the possibility of personalized based content, such as location, interest, history, etc. Okay, I think the time is up, that are the eight things that we must improve In order to achieve high quality SEO, traffic, and social media engagement. Thank you..