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SEO as Product:
What are the challenges?
Bayu Adi Persada
Senior Product Manager, Bukalapak
PERSPECTIVE
NOT
routine works
project
tools utilisation
Actually a black box
Its nature:
iceberg
Ranking URL
Links
Content
Meta
Keyword
Domain
Authority
Page
Authority
Time to
First Byte
Crawl Budget
Crawl Error
Sitemap
Bounce
RateUX Social
SignalBacklink
Spam
Rate
Breadcrumbs
Snippets
AMP
The scope is practically the whole web
IMPORTANCE
Cheapest yet
one of the most effective acquisition channels
CTR organic is 20 times higher
than paid in average
Desktop CTR
2.8% on Paid
62.2% on Organic
35% don’t click
August 2017; source: Moz
Independent with other channels
Steady trend on organic irrespective with paid & direct channel
Organic
channel
Paid
channel
Direct
channel
Main source of searches in the web
87.8 % Google (including core, image, and maps)
3.6% Youtube
2.4% Yahoo
2.4% Bing
2.3% Amazon
1.5% Facebook
1.1% Others
Distribution of web searches (source: jumpshot; May 2017)
Biggest contributor to overall traffic
source: conductor.com; July 2014
source: searchengineland.com; August 2014
CHALLENGES
Being fully data-driven
Our AB Test result on product page
Variant -3% in organic session
& statistically significant
Control version is still better in
acquisition and behaviour
aspect
AB Testing
for SEO
Proceed with caution and be
aware of the risks
Recommended to have different
URL for different content
Avoid cloaking
Start in smaller user segment if
necessary
Plenty of available tools - do the
trial before full usage
Expect no immediate returns
Significant increase of organic traffic in mobile web after 3 months
Festive period
(Lebaran)
Doing the basics right
Growth Constant growth
+19.47%
New standard of average organic traffic overall
+17.66%
Broad areas of improvement
Eight areas of Google’s ranking algorithm (source: Rand Fishkin; November 2017)
Content Links
Query
Satisfaction
Keywords
Domain
Authority
User
Experience
Technical
and Crawl
Personal-
isation
Aim for high quality content:
Useful, relevant, and shareable
CONTENT
Ensure good backlinks and
structured internal linking take place
LINKS
Never overlook the urgency of
reducing bounce rate
QUERY
SATISFACTION
Intelligently use correct keywords to match
searcher’s intent
KEYWORDS
What does it take to make a powerful domain
DOMAIN AUTHORITY
source: neilpatel.com
Ensure the page is intuitively easy to use, at
every speed, without impediment
USER EXPERIENCE
Reduce first byte and properly
manage page access by Googlebot
TECHNICAL & CRAWL
Explore possibility of content based on
history, location, & interest
PERSONALISATION
QUESTIONS
THANK YOU
bayu.adi@bukalapak.com

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