Rony Baskoro Lukito1, Cahya
Lukito 1, Deddy Arifin 1
1School
of Computer Science, Bina Nusantara University, Jakarta, Indonesia.
Email:
rbaskoro@binus.edu
ABSTRACT
The number of internet users around the world
continue to grow and will continue to grow along with advances in
communications technology. Communication technology which is now headed to the
fourth generation (better known as 4G), allowing access into the rapidly
growing information technology. Marketing
media products and services not just print and electronic media . Nowadays
marketing is also using the internet. Internet media is a choice for sellers of
goods and services to increase sales. To make a website visited by many internet users are not just build a good interface
only. Web sites that serve as a medium of marketing must be built with the
correct rules, so this website can be optimized as a marketing media. The good rules in building website as a marketing media
is how the content of the website indexed in search engines like google. Why is
google, because 83% Internet users around the world using Google as its search
engine. Search engine optimization,
better known as SEO (Search Engine Optimization) is an important rule in order to more easily
search the internet site with keywords.
1. INTRODUCTION
Information technology combined with the communication technology to
collaborate to make internet access (interconnection networking) becomes easy
and inexpensive. The combinations of these two technologies are more familiar
with ICT (Information and Communication Technology) makes a medium that is very
familiar with today's modern society.
In today's information age is
characterized by easy search and access of information, especially the internet
become one of a marketing medium.
Marketing using the Internet is effective and can also reduce the cost compared
with the television media, for example.
Not only that, in addition to the relatively low cost also extended its reach
to the rest of the world.
The survey results show growth in Internet usage in Indonesia
continues to increase. In 2012, the penetration of Internet usage in urban
Indonesia reached 24.23% (MarkPlus, 2012) . This represents tremendous potential,
especially when compared with the total population of Indonesia reached 260
million. And also a very large number when compared to the penetration of the
Internet in countries around Indonesia. Both in Southeast Asia and Australia.
How important is SEO in internet marketing?
If the businesses that rely on the Internet (online business), then the answer
is very important. Also be important if businesses are looking for other
markets through the internet penetration.
Looking through the Internet is not
just a market to sell via the internet. But much more than that is how to
attract visitors as many come to our website. If likened to an offline store,
the strategic location that have many peoples will make it famous for goods and
services it sells.
2. LITERATURE REVIEW
2.1. Marketing
In his book
Essentials of Marketing Jim Blythe, said that marketing is the term given to
all activities that occur between organizations/companies with customers. This
is a fundamental concept of a marketplace, where buyers and sellers come together
to trade (or exchange) are mutually beneficial. (Blythe, 2005)
Two other terms
of marketing the most widely used are:
- Marketing is
the management process that identifies, anticipates and meets the needs of
customers in an efficient and profitable. (UK Chartered Institute of Marketing).
- Marketing is
the process of planning and implementation of the concept, pricing, promotion
and distribution of ideas on goods and services to create exchanges in order to
meet the needs of individuals and organizations. (American Marketing
Association)
2.2. Internet Marketing
Internet
marketing is also known as digital marketing, web marketing, online marketing
or e-marketing. In a book written by Alex Trengove Jones, Anna Malczyk and
Bustin Beneke entitled Internet Marketing;
A highly practical guide to every aspect
of internet marketing says “Internet
marketing – often called online marketing or e-Marketing – is essentially any
marketing activity that is conducted online through the use of internet technologies.
It comprises not only advertising that is shown on websites, but also other
kinds of online activities like email and social networking. Every aspect of
internet marketing is digital, meaning that it is electronic information that
is transmitted on a computer or similar device, though naturally it can tie in
with traditional offline advertising and sales too” (Jones, Malczyk, &
Beneke, 2011) .
So every marketing
activity conducted online by using internet technology is internet marketing.
It includes online activities such as email and social networking.
Differences between internet
marketing and traditional marketing is that internet marketing is more
reasonable, less expensive, faster and reach more customers and a great way for
businesses who want to enter the local and international markets (Mirzaei, Jaryani, Aghaei, Salehi, & Saeidinia, 2012) .
2.3. Google
Search Engine
In 1996 Larry Page and
Sergey Brin, Stanford University students begin to develop a backrub. It is a
new concept introduced search engine manufacture. It is the forerunner to the
birth of Google. (Google, 2010) .
The search engine
Google became most famous search engines on the internet. Based on a survey
conducted in the project of the Pew Internet Search Engine Use 2012 to March
2012 says “Google continues to dominate the
list of most used search engines. Asked which search engine they use most
often, 83% of search users say Google. The next most cited search engine is
Yahoo, mentioned by just 6% of search users. When we last asked this question
in 2004, the gap between Google and Yahoo was much narrower, with 47% of search
users saying Google was their engine of choice and 26% citing Yahoo.” (Purcell, Brenner, & Rainie, 2012) .
2.4. How
Google Works
Google runs on a
distributed network of thousands of cheap computers and can perform parallel
processing quickly. Parallel processing is a method of computation in which
many calculations can be performed simultaneously, significantly speeding up
data processing (Price & Sherman,
2001) .
Google has three important parts:
• Googlebot, a web crawler that finds and retrieves web pages.
• Google Indexer, indexing of every word on every page and stores
the resulting index in a large database.
• Query processor, which compares the search query by a user to
index and recommend documents that are considered most relevant.
2.5. What
is Search Engine Optimization (SEO)
SEO is a series of
processes carried out systematically in order to increase the volume and
quality of traffic through search engines to a particular website by utilizing
the mechanism of action or the search engine algorithms. The goal of SEO is to
place a website on the top position, or at least the first page of search
results based on specific keywords targeted. Logically, the web site that
occupies the top position in search results have a better chance to get
visitors.
In line with the
growing use of the Internet as a business medium, SEO needs have also
increased. Being at the top of search results will increase the chances of a
web-based marketing company to gain new customers. This opportunity is used a
number of parties to offer search engine optimization services to companies
that have a base in the internet business. (Google, 2010.
3. OBJECTIVES AND BENEFITS
The purpose of this
study is to determine how to design a good internet site so that if someone
searches for items by entering a keyword into the Google search engine, it is
expected that the website will appear on the first page of Google.
By appearing on the
first page of the Google search engine, then the website will most likely get a
lot of visits.
The more visitors, the
more likely the occurrence of transactions for goods / services sold on the
website.
4. RESULTS AND DISCUSSION
4.1. Domain name selection
The initial step in
internet marketing is quite important is the selection of a domain name.
Because the selection of an appropriate domain for goods and services to be
marketed very influential on the internet search . Why is it important ?
First, it is important
to predict the number of words or keywords that will be typed or clicked by the
user of a domain name . Second , the selection of appropriate domain will make
users more accustomed to do with the products / services to be typed and
clicked .
In the principle, any
domain name that is most closely with keyword search then it would be displayed
by the Search Engine at the top position
Microsoft and the
University of Stanford in his research Domain Bias in Web Search (2012),
proving that the selection of an appropriate domain will increase the user's
search by 25 (Ieong, Mishra, Sadikov, & Li, 2012) . Similarly, research conducted by SEDO. (Sedo, 2011) .
In this case study is
the creation of websites to sell chocolates (coklat) online, with domain selection pondokcoklat.com
4.2. Keyword
selection
The next step is to
determine the keyword of the main keyword. The main keyword is coklat (chocolate). Next determine the
keywords derived from the coklat
keyword.
Determination of the
right keywords will help many users to come to our website. In the book Internet
Marketing; A Highly Practical Guide to Every Aspect of Internet Marketing
in chapter I say the right keyword selection will promote and ensure your web
web online to the right people (Jones, Malczyk, &
Beneke, 2011) .
Google provides the
tools that we can use to predict how many internet users typing the keyword
"coklat". This is important
because this is where we can estimate how much the user the opportunity to come
to our website. For information, from the Dictionary of Indonesian, writing the
correct word for coklat is "cokelat". But try to compare if the
entered keywords into the planner, which is the most many words in the user
type in Google search engine.
Now we try to enter
the keyword "coklat" and
"cokelat" in the Keyword Planner
(https://adwords.google.com/ko/KeywordPlanner). Previously we also specify that
only the marketing area is Indonesia.
From the result,
keyword "coklat" is
estimated at 9,900 users and "cokelat"
only 2,400 a month only. See also the level of competition they are still low.
That is a chance to get users coming to our website from the number of users
and the degree of competition is enormous.
After making sure that
the keyword coklat is better than cokelat though correct in Indonesian is cokelat, then we look for the keyword
derivative of coklat itself.
From keyword planner
we get there are 566 derivatives of the keyword "coklat". Because pondokcoklat.com do not sell or do not use
all the keywords, so we must choose keywords which correspond to products sold
or articles that will be made later.
The
first derivative select keywords we consider to be the main keywords that we
select are: Pondok Coklat (Cottage
Chocolate), toko coklat (chocolate shop), coklat kesehatan (chocolate's health),
coklat praline (chocolate pralines), aneka coklat (a variety of chocolate),
coklat dark (dark chocolate), coklat import (imported chocolate), minuman
coklat (chocolate drinks).
4.3. Meta
Tag
Meta tag is the
description from the website which consists of a few main keywords. Meta tag
description is important because Google will use it as a description of the web
page. Adding description Meta tags for each web page is a good practice when
Google cannot make a good description on our website (Google, 2010) .
Meta tags that we use
is “Toko Coklat, PondokCoklat.com. Kami menjual aneka coklat, coklat
import, minuman coklat termasuk coklat kesehatan /terapi.” (We use Indonesian
language in meta tags because we use derivatives keyword from “coklat” in
Google Keyword Planner. Meta tag in English is "Chocolate Shop,
PondokCoklat.com. We sell a range of chocolate, imported chocolate, chocolate
drinks including chocolate health/therapy.")
4.4. SEO on Page
4.4. SEO on Page
SEO on Page is maximal
optimization on the website itself. Some criteria of SEO on Page are:
4.4.1 Selection of
SEO Friendly Templates
Many existing
templates either free or paid. We are using a paid template because of the features
for the online shop is very complete. We use WPTOKO version 3.1. It is based on
Wordpress template.
4.4.2
Use of Meta Tags
As discussed earlier,
will be placed the meta description as a meta tags so that Google easy to make
a good description for our website.
4.4.3 Fix Permalink
In Posts
By default permalink in
the post is using numbers. That number should be changed to keywords as found
earlier in the keyword planner. For example like this: http://pondokcoklat.com/56748 converted into http://pondokcoklat.com/coklat-silverqueen-bites-almond. Try unique
permalink that does not same as similar products sold in other online stores.
Because Google prefers unique permalink.
4.4.4 Use of
Keywords In Product Page or Article
The selection of the
right keywords will be implemented in the posts on the web page. So in every page
should be contain one or more keywords from Google Keyword Planner
4.4.5
Keyword placement.
There are some
guidelines in the use of SEO keywords:
- The title of the product or article posts must use the keyword.
- The article link must contain the keyword.
- Meta tag/meta description must contain the keyword.
- The first paragraph of article must contain the keyword.
- And use a unique image that has been alt tag using the keyword
4.5. Use
Unique Images
In the rules of SEO to
get high scores use unique images. So do not use the images found on internet,
but use the images created by yourself.
In pondokcoklat.com,
almost all product images using our photos, except for articles and some
product only.
4.6. Speed
up Web Page Loading Time
The template that we
use is wptoko version 3.1. Wptoko is quite fast loading template. We also hosting
it at HostGator, one of the hosting service that is fast enough. The images
that we use also use images with a small size due to avoid long loading time.
4.7. The
index number generated
To see the existing
indexes on a live web just type the command "site: xyz.com" on Google
search engine. By entering the command "site: pondokcoklat.com", the
index gained as much as 211 index. The more index is better.
4.8. SEO
Score
How SEO score of a web
pondokcoklat.com? Many free tools are available which can be used for
calculating the SEO score of a web.
Let's see the results
of calculations from http://whois.domaintools.com/.
|
Fig. 1. SEO
Score for pondokcoklat.com
|
Fig. 2. Visitors
per day
|
Seen from Fig. 1, SEO
score from pondokcoklat.com is 91%. Excellent value, meaning pondokcoklat.com
has been made with the correct SEO rules.
4.9. Visits
Traffic Analysis
Based on the results
of flag counter that we use on the web to calculate the amount of visitors.
Domain name pondokcoklat.com purchased on February 22, 2013. Fig. 2 shows at July 2013, only 4
months from purchased date, unique visitors per day is between 87-190. This
traffic is pure from SEO implementation. We are not using backlink or advertisement.
Although not on the
first page (using default Google search settings: 10 items per page) but
pondokcoklat.com position on the keyword
"coklat delfi" (tested on
July 31, 2013) was already in position 22. It has been very good considering
the age of the web has not even 4 months.
5. CONCLUSION
From the results of research on the application of SEO (Search
Engine Optimization) on Website creation can be summed up as follows:
a. The design of good websites in accordance with the rules of SEO
can increase visitors traffic in a relatively fast (a few months).
b. With high visitors to online stores that use SEO, can increase
sales of goods / services.
References
Blythe, J. (2005). Essentials of
Marketing. England: Pearson Education Limited.
Google. (2010). Search Engine
Optimization Starter Guide. Retrieved November 2013, from Google Inc.:
http://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
Ieong, S., Mishra, N., Sadikov, E., &
Li, Z. (2012). Domain Bias in Web Search. Proceedings of the Fifth
International Conference on Web Search and Web Data Mining (pp. 413-422).
Seattle: ACM.
Jones, A., Malczyk, A., & Beneke, J.
(2011). Internet Marketing. GetSmarter.
MarkPlus. (2012). Profil Pengguna
Internet Indonesia. Jakarta: APJII.
Mirzaei, H., Jaryani, E., Aghaei, M.,
Salehi, M., & Saeidinia, M. (2012). Differences of “Traditional Marketing”
in opposition to “Electronic. 2012 International Conference on Economics,
Business and Marketing Management. Singapore: IACSIT Press.
Price, G., & Sherman, C. (2001). The
Invisible Web. Medford: CYBERAGE BOOKS.
Purcell, K., Brenner, J., & Rainie, L.
(2012). Search Engine Use 2012. A Project of the Pew Research Center.
Washington, D.C.: Pew Research Center’s Internet & American Life Project.
Sedo. (2011). Domain Names Opportunities
and Applications for Marketing Online. Retrieved November 2013, from Sedo:
www.sedo.com
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