Website & SEO
Panduan strategi website dan Search Engine Optimization Divistant — dari arsitektur website, technical SEO, on-page optimization, hingga link building. Website adalah "digital storefront" Divistant dan channel utama untuk organic lead generation. Diselaraskan dengan nilai Impact (setiap page harus menghasilkan value) dan Curiosity (terus eksperimen dan optimasi) dari CIRCCA.
Kapan & Untuk Siapa
| Aspek |
Keterangan |
| Kapan dibaca |
Saat merencanakan website improvements, SEO campaigns, landing page creation, atau technical SEO audit |
| Untuk siapa |
Digital Marketing, Content Marketing, Marketing Lead, Web Developer |
| Prasyarat |
Marketing Overview, Inbound Marketing, Content Strategy |
Tujuan & Outcome
| Tujuan |
Outcome |
| Website yang menjadi lead generation engine |
≥3-5% visitor-to-contact conversion rate |
| Organic search sebagai top traffic source |
≥50% total traffic dari organic search |
| Top rankings untuk target keywords |
Page 1 untuk ≥20 target keywords |
| Website experience yang professional dan fast |
Core Web Vitals: semua "Good" |
Definisi Istilah
| Istilah |
Definisi |
| Technical SEO |
Optimasi aspek teknis website (speed, crawlability, structured data, mobile) |
| On-Page SEO |
Optimasi konten dan HTML di halaman (title, meta, headers, content, links) |
| Off-Page SEO |
Aktivitas di luar website untuk meningkatkan authority (backlinks, mentions) |
| Core Web Vitals |
Metrik Google untuk user experience: LCP (loading), FID/INP (interactivity), CLS (visual stability) |
| Landing Page |
Halaman yang didesain untuk satu tujuan spesifik (conversion: form, download, sign-up) |
| Sitemap |
File XML yang membantu search engines menemukan dan mengindeks semua halaman |
| Schema Markup |
Structured data yang membantu search engines memahami konten halaman |
| Canonical URL |
URL utama yang ditunjuk sebagai versi "resmi" dari sebuah halaman |
Website Strategy
Website Architecture
| Section |
Tujuan |
Target Audience |
Key Pages |
| Homepage |
First impression, navigate to relevant sections |
Semua visitors |
Hero, services overview, social proof, CTA |
| Services |
Showcase capabilities per service line |
Decision makers |
Per service detail page, methodology |
| Industries |
Demonstrate industry expertise |
Industry-specific visitors |
Per industry page, relevant case studies |
| Resources |
Content hub, lead generation |
Researchers, evaluators |
Blog, whitepapers, case studies, tools |
| About |
Build trust and credibility |
Evaluators, shortlisters |
Company story, team, values, certifications |
| Contact |
Convert interest to conversation |
Ready-to-engage visitors |
Contact form, booking, office info |
Page Types & SEO Priority
| Page Type |
SEO Priority |
Conversion Goal |
Template |
| Pillar pages |
Very High |
Read → Explore → Contact |
Long-form, comprehensive, internal links |
| Blog articles |
High |
Read → Subscribe → Download |
Standard article with CTA |
| Service pages |
High |
Learn → Contact/Demo |
Service detail with social proof |
| Landing pages |
Medium (often noindex) |
Single action (form, download) |
Focused, minimal navigation |
| Case study pages |
Medium-High |
Read → Contact |
STAR+R format, results-focused |
| About/Team pages |
Low |
Trust building |
Company info, photos, values |
Conversion Points
Setiap page harus memiliki minimal 1 conversion opportunity:
| Conversion Type |
Placement |
Contoh |
| Primary CTA |
Hero section, end of page |
"Hubungi Kami", "Book Consultation" |
| Secondary CTA |
Mid-page, sidebar |
"Download Whitepaper", "Subscribe Newsletter" |
| Inline CTA |
Within content |
"Baca case study terkait", "Coba assessment gratis" |
| Exit intent |
Popup saat mau leave |
"Sebelum pergi, download guide gratis ini" |
| Chat/Floating |
Corner of page |
Live chat atau WhatsApp button |
Technical SEO
Technical SEO Audit Checklist
| Area |
Check |
Target |
Tools |
| Page Speed |
LCP (Largest Contentful Paint) |
<2.5 seconds |
PageSpeed Insights, GTmetrix |
| Interactivity |
INP (Interaction to Next Paint) |
<200ms |
PageSpeed Insights |
| Visual Stability |
CLS (Cumulative Layout Shift) |
<0.1 |
PageSpeed Insights |
| Mobile |
Mobile-friendly test |
100% responsive |
Google Mobile Test |
| HTTPS |
SSL certificate |
Full HTTPS, no mixed content |
Browser |
| Sitemap |
XML sitemap |
Auto-generated, submitted to GSC |
BizOps, Google Search Console |
| Robots.txt |
Crawl directives |
No blocked important pages |
Manual review |
| Crawl Errors |
404s, redirect chains |
<5 crawl errors |
Google Search Console |
| Structured Data |
Schema markup |
Organization, Article, FAQ |
Schema Validator |
| Canonical Tags |
Duplicate content prevention |
All pages have canonical |
Site audit tool |
| Hreflang |
Multi-language (if applicable) |
Correct hreflang tags |
Manual check |
| Image Optimization |
Compressed, WebP, lazy-loaded |
<200KB per image |
PageSpeed |
Page Speed Optimization
| Technique |
Impact |
Effort |
Detail |
| Image compression + WebP |
High |
Low |
Compress all images, serve WebP |
| Lazy loading |
Medium |
Low |
Lazy load images below the fold |
| Minify CSS/JS |
Medium |
Low |
Remove unused code, minify assets |
| Browser caching |
Medium |
Low |
Set cache headers for static assets |
| CDN |
High |
Medium |
Serve assets from CDN |
| Reduce third-party scripts |
Medium |
Medium |
Audit and remove unnecessary scripts |
| Server response time |
High |
Medium-High |
Optimize server, use caching |
On-Page SEO
On-Page SEO Framework per Page
| Element |
Best Practice |
Priority |
| Title tag |
Primary keyword + brand, 50-60 chars |
Critical |
| Meta description |
Compelling copy + keyword, 150-160 chars |
High |
| URL slug |
Short, keyword-relevant, hyphenated |
High |
| H1 |
One H1 per page, contains primary keyword |
Critical |
| H2/H3 headers |
Include secondary keywords, clear hierarchy |
High |
| First 100 words |
Include primary keyword naturally |
High |
| Internal links |
2-3 relevant internal links per page |
High |
| External links |
1-2 authoritative external links |
Medium |
| Image alt text |
Descriptive, include keyword where relevant |
Medium |
| Content length |
Pillar: 2000+, Blog: 800-1500 |
High |
| Schema markup |
Article, FAQ, HowTo, Organization |
Medium |
Keyword Targeting Strategy
| Tier |
Volume |
Competition |
Intent |
Content Type |
| Tier 1: Brand |
Low |
Low |
Navigational |
Homepage, About |
| Tier 2: Service |
Medium |
High |
Commercial |
Service pages |
| Tier 3: Problem |
High |
Medium |
Informational |
Blog, Pillar pages |
| Tier 4: Industry |
Medium |
Low-Med |
Informational |
Industry pages, Blog |
| Tier 5: Long-tail |
Low |
Low |
Mixed |
Blog, FAQ pages |
Off-Page SEO & Link Building
Link Building Strategies
| Strategy |
Effort |
Quality |
Scalability |
Detail |
| Guest posting |
Medium |
High |
Medium |
Write articles untuk industry publications |
| Digital PR |
High |
Very High |
Low |
Newsworthy content, original data/research |
| Partner links |
Low |
Medium |
Medium |
Exchange links dengan partners, vendors |
| Resource pages |
Low |
Medium |
Medium |
Get listed di industry resource directories |
| Content marketing |
Medium |
High |
High |
Create link-worthy content (data, tools, guides) |
| Speaking/Events |
Medium |
Medium |
Low |
Speaker profiles, event pages link back |
| HARO/Journalist queries |
Low |
High |
Medium |
Respond to journalist requests, get quoted |
Link Building Do's & Don'ts
| Do |
Don't |
| Focus on relevance over quantity |
Buy links atau join link schemes |
| Earn links through quality content |
Submit to low-quality directories |
| Build relationships dengan journalists |
Exchange links excessively |
| Guest post di reputable publications |
Use exact-match anchor text excessively |
| Monitor backlink profile monthly |
Ignore toxic/spam backlinks |
Landing Page Best Practices
Landing Page Structure
| Section |
Purpose |
Best Practice |
| Headline |
Grab attention |
Benefit-focused, clear, specific |
| Subheadline |
Elaborate value |
Support headline, add detail |
| Hero image/video |
Visual engagement |
Relevant, professional, fast-loading |
| Benefits |
Why this matters |
3-5 bullet points, user-centric |
| Social proof |
Build trust |
Testimonials, logos, download count |
| Form |
Capture leads |
Minimal fields (4-5 max), clear labels |
| CTA button |
Drive action |
Action-oriented, contrasting color, above fold |
| Footer |
Legal, navigation |
Privacy link, company info |
Landing Page A/B Testing Priorities
| Element |
Impact on Conversion |
Test Frequency |
| Headline |
Very High |
Every campaign |
| CTA button (text + color) |
High |
Monthly |
| Form length |
High |
Quarterly |
| Social proof placement |
Medium |
Quarterly |
| Image vs video |
Medium |
Per campaign |
| Page length |
Medium |
Quarterly |
Flow di BizOps
| Kebutuhan |
Module |
Detail |
| Website CMS |
Website Builder |
Page creation, templates, navigation |
| Blog |
Blog |
Article publishing, categories, SEO fields |
| Web forms |
Web Form |
Contact forms, lead magnet forms → CRM Lead |
| SEO metadata |
Website Builder |
Title, meta description, OG tags per page |
| Analytics |
Insights |
Page views, sources, conversions |
| Sitemap |
Website Builder |
Auto-generated XML sitemap |
Skenario Umum
Skenario 1: Website traffic dropping
Situasi: Organic traffic turun 20% dalam 2 bulan terakhir.
Tindakan: (1) Check Google Search Console — ada manual actions, crawl errors, atau indexing issues? (2) Review algorithm update timeline — apakah ada update Google yang bertepatan? (3) Audit top pages yang traffic-nya turun — apakah ada competitor yang overtake? (4) Check technical issues — page speed, mobile, broken links. (5) Review content freshness — apakah content sudah outdated?
Skenario 2: Landing page conversion rate rendah
Situasi: Landing page untuk whitepaper download hanya convert 1% (target 5%).
Tindakan: (1) Review headline — apakah benefit clear? (2) Check form — terlalu banyak fields? (3) Audit traffic source — apakah traffic relevan? (4) Add social proof — testimonial, download count. (5) A/B test CTA — copy dan warna button.
Skenario 3: Baru launch website, SEO dari nol
Situasi: Website baru, zero organic traffic.
Tindakan: (1) Submit sitemap ke Google Search Console. (2) Ensure all technical SEO basics in place. (3) Start dengan brand keywords (Tier 1) — claim #1 untuk nama sendiri. (4) Publish 1 pillar + 5 clusters untuk topik prioritas. (5) Build 5-10 initial backlinks (partner links, directories). (6) Expect results in 3-6 bulan — SEO is a long game.
Checklist
Monthly SEO Checklist
Quarterly SEO Review
Tanggung Jawab
| Aktivitas |
Marketing Lead |
Digital Mkt |
Content Mkt |
Design |
Developer |
| SEO strategy |
R/A |
R |
C |
I |
I |
| Technical SEO |
A |
R |
I |
I |
R |
| On-page SEO |
A |
R |
R |
I |
I |
| Content creation (SEO) |
A |
C |
R |
C |
I |
| Link building |
A |
R |
C |
I |
I |
| Landing page creation |
A |
R |
C |
R |
C |
| Website maintenance |
A |
C |
I |
I |
R |
| Performance reporting |
R |
R |
I |
I |
I |
R = Responsible, A = Accountable, C = Consulted, I = Informed
Referensi
Halaman terkait dalam Marketing Playbook:
Playbook lain: