SEO as a product faces several challenges for companies. It involves optimizing many interrelated factors across a website including content, links, keywords, user experience, and technical elements. Improvements may not see immediate returns and require focusing on quality over speed. Testing changes also requires caution to avoid negative impacts. The broad and interconnected nature of SEO means it is an ongoing process that requires understanding many aspects of websites and user behavior.

1. SEO as Product:
What are the challenges?
Bayu Adi Persada
Senior Product Manager, Bukalapak

2. PERSPECTIVE

3. NOT
routine works
project
tools utilisation

4. Actually a black box

5. 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

6. The scope is practically the whole web

7. IMPORTANCE

8. Cheapest yet
one of the most effective acquisition channels

9. CTR organic is 20 times higher
than paid in average

10. Desktop CTR
2.8% on Paid
62.2% on Organic
35% don’t click
August 2017; source: Moz

11. Independent with other channels

12. Steady trend on organic irrespective with paid & direct channel
Organic
channel
Paid
channel
Direct
channel

13. Main source of searches in the web

14. 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)

15. Biggest contributor to overall traffic

16. source: conductor.com; July 2014
source: searchengineland.com; August 2014

17. CHALLENGES

18. Being fully data-driven

19. Our AB Test result on product page
Variant -3% in organic session
& statistically significant
Control version is still better in
acquisition and behaviour
aspect

20. 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

21. Expect no immediate returns

22. Significant increase of organic traffic in mobile web after 3 months
Festive period
(Lebaran)
Doing the basics right
Growth Constant growth
+19.47%

23. New standard of average organic traffic overall
+17.66%

24. Broad areas of improvement

25. 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

26. Aim for high quality content:
Useful, relevant, and shareable
CONTENT

27. Ensure good backlinks and
structured internal linking take place
LINKS

28. Never overlook the urgency of
reducing bounce rate
QUERY
SATISFACTION

29. Intelligently use correct keywords to match
searcher’s intent
KEYWORDS

30. What does it take to make a powerful domain
DOMAIN AUTHORITY
source: neilpatel.com

31. Ensure the page is intuitively easy to use, at
every speed, without impediment
USER EXPERIENCE

32. Reduce first byte and properly
manage page access by Googlebot
TECHNICAL & CRAWL

33. Explore possibility of content based on
history, location, & interest
PERSONALISATION

34. QUESTIONS

35. THANK YOU
bayu.adi@bukalapak.com