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Search Engine Marketing (SEM)

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Search Engine Optimization (SEO) : Optimize for humans first, ...then machines.

Much more about Marketing than about Search Engines.

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Search Engine Marketing (SEM)

  1. 1. Search Engine Marketing (SEM)Overview Hendy Irawan Chief Technical Officer Bippo hendy@bippo.co.id www.bippo.co.id
  2. 2. What is SEM? Search Engine Optimization (SEO) Optimize for humans first  ...then machines much more about Marketing than about Search Engines
  3. 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. 4. Search Engines Google Social networks are Bing now "search engines" Yahoo  Facebook  Twitter  Google +1
  5. 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. 6. Competitive Analysis Alexa www.alexa.com Google Trends for Websites http://trends.google.com/websites
  7. 7. SEO SEO = Search Engine Website Optimization On-page Optimization Off-page Optimization  Link Building
  8. 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. 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. 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. 11. Call to Action! Call to Action!  Buy  More info: Email/Phone  Email newsletter  Like Facebook / Follow Twitter / etc.
  12. 12. On-page Optimization Konten utama  "On-site" Blogging  Home page  Landing page  "Funnel" / Buy path Konten pendukung
  13. 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. 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. 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. 16. Forums / Communities / GroupsKaskus, GaulDong, Contoh: dealer mobilGoogle 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. 17. Blogging Judul Artikel  Links! Mudah dibaca  Call to Action Gambar / ilustrasi / video / diagram / animasi
  18. 18. Relevancy Matters: Local SEMTarget pasar:  Bandung Global --- default!  Ciumbuleuit Asia Southeast Asia  Jl. Gunung Indonesia Kencana Jawa
  19. 19. Local SEM domain name: *bandung.com, *.co.id gunakan bahasa Indonesia gunakan bahasa daerah (ex: Sunda, Jawa) Foursquare Facebook Places
  20. 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. 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. 22. Tracking & Analytics Google Analytics URL Builder http://bit.ly/googleurlbuilder Contoh: logo Bippo di kanan bawah ;-)
  23. 23. Tweaking Keywords  Social Media On-page SEO  Facebook Conversions  Twitter  Others!!! (Kaskus, ...)  Landing pages Content Strategy  Email marketing
  24. 24. Paid Search Google AdWords Bing Facebook
  25. 25. Google AdWords
  26. 26. Facebook Ads
  27. 27. Terima Kasih Hendy Irawan Chief Technical Officer Bippo hendy@bippo.co.id www.bippo.co.id

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