SEO Con - Jakarta

SEO Con - Jakarta
Making organic search a core part of business strategy… with a

bonus section on “contextual” SEO optimisation
Chris Lorimer
● Head up Pi Datametrics operations in APAC
● Currently based in Pi's Bangkok office
● Travel the region regularly
● Worked in SEO for over ten years
● Experience working with some of the world's
biggest brands
pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 2

Company overview
Pi offices and partners

Global search engine and
marketplace coverage
● Pi Datametrics launched 2013
● Over 100 global brands across:
○ Content and search agencies
○ FMCG, retail, finance, lifestyle, media
● Solution offices:
○ London
○ New York
○ Denver (Partner)
○ Singapore
○ Bangkok (Partner)
○ Stockholm
● Product development, data

and data science:
○ Brighton HQ
○ Hyderabad

Pi, trusted by global brands
Digital agency Digital agency Digital agency Travel Finance B2C Finance
Retail Retail Retail Retail Retail Gambling
Retail Gambling Publishing Telecommunications Real-estate Technology

Firstly:
“What businesses need to use SEO?”

Are you serious?

Virtually EVERY business
needs to think seriously about
their SEO strategy

The biggest driver of traffic...
Billion dollar businesses are built on and grow through organic search.
60 %
Of traffic comes
3.5bn
Daily Google searches
93 %
Online journeys
from organic begin with organic
Travel Finance Retail
$630bn
Global digital travel market
$9.42bn
US digital finance ad spend
$2.29tn
Global digital retail market

What opportunity?
Top Sources for Online Research

Source: Global Web Index Country and Region Reports

Top Sources for Brand Discovery
Source: Global Web Index Country and Region Reports

Making organic search a core
part of business strategy……
with a bonus section on “contextual” SEO optimisation"

Making organic search a core
part of business strategy……

Taking a few steps
back….here I am in 2008

?

What should I
do with this
2008
$1,000 I have
saved?
Invest in an Invest in a Buy a cool

established new online bicycle
UK business business

Department Store
Electricals Plus
Sports Store
Home and Garden Store
2008
2008
Invest in a
new online
business

2008
Invest in a
new online
business

2008
Invest in a
new online
business

2008

2019

Department Store
Electricals Plus
Sports Store
2019
What I should have done!

2008
Invest in a
new online
business

I should have put my $1,000 into
one of the new companies. What
would that have investment got
me today?
A. Tesla
B. 10 Italian homes
C. Jet pack
D. Gold Pizza

Can you guess?

A. Tesla
B. 10 Italian
homes
C. Jet pack
D. Gold Pizza

Revenue of US$2.8 billion
Employees: 30,000
Launched 2007

A. Tesla
B. 10 Italian
homes
D. Gold Pizza

Revenue of US$2.84 billion
Employees: 6,000
Launched 2008

A. Tesla
B. 10 Italian
homes

Revenue of €5.388 billion
Employees: 15,000
Launched 2008

So what?

Department Store
Electricals Plus
Sports Store

Revenue of US$2.8 billion Revenue of €5.388 billion Revenue of US$2.84 billion
Employees: 30,000 Employees: 15,000 Employees: 6,000
Launched 2007 Launched 2008 Launched 2008

What do they have in common?

So surely every business has
SEO as a core part of their
business strategy?

No, SEO is very rarely where it
should be in an organisation.

This is the big problem I want to
talk about today.

Senior People do not
see the value
SEO agencies/staff are

not communicating in
the right way

The UK still in 2019...

ASOS Visibility
Observations - Revenue Correlation
“Fools say that they learn by
experience.
I prefer to profit by others experience.”
― Otto von Bismarck

Learn from our mistakes in
the UK

There is HUGE opportunity in
Asia

Can search data really help
with business questions then?

“Hi, I am a strategist for a big sports
brand.
Can search help me with the following questions?”

Business question:
“How popular is my brand in southeast asia compared to my
biggest rival?”

“Hi, I am a CEO for the online store.
Can search help me with the following question?”

Business question:
I want to sell the big brands across APAC. Which countries
should I concentrate on?

OK! I am convinced, how do I
make this happen!

3 ways to get SEO to the core
of your business strategy
1. Communicate in Business not SEO language
2. Change your reporting
3. Create a “value led” strategy`

1. Communicate in Business
not SEO language

Current Situation

Bella is in the
SEO
department? Is
Sounds fine. that all they
Just do it. do?
We need to tweak the

title tags and add
some fresh content

I feel like the
digital team and
agency don’t
What will that have a strategy
achieve? in mind with
What’s my ROI this.
here?
We need to get the

website a ton of
backlinks
ROI? I just know a site
similar to ours has
loads.

Isn’t that just
standard IT
I don’t have a work? SEO
clue what you seems a bit
are talking confusing and
about. Just get niche.
it done.
We need to add
server side redirects
and our page caching
remedial audit is now
complete.

That should be ok,
How are our
send me a one
PPC
pager, mainly just
campaigns
the numbers and I
doing? And
will put it in my
what are our
budget plan
plans for the
meeting with the
next quarter?
board next week
Hi Anita. Revenue is up. Can we

increase the budget for the next
quarter? We are currently not
bidding on the Kidswear range as
the budget wasn’t there. We've
forecast a 3:1 on a campaign in that
category.

Where shall I
put my
marketing
budget?

What does this mean?

Lack of influence outside the digital function

Communication structures
Strategists
Consultancies Facilitators
Facilitators
Implementers
Implementers
Pi Datametrics wwww.pi-datametrics.com
Senior /
Director The Beyond...
Landscape / Market Share

Role
Mid Manager
Job
Commercials / ROI
Exec Traffic / Ranking
Persona
Implementor / Tactician Facilitator / Objective led Visionary / Strategist

Maybe SEO
should get
more of the
Do you have budget if the
the SEO report numbers stack
and plan? up
Yes. I have a one pager on the top

line stats. I have data on the market,
there seems to be huge opportunities
in X,Y & Z. We have the very best
tech and content guys in the team
now and they are carrying out all the
analysis work to the industry
standard..

Meaningful
reporting

PS - Getting technical & content
right IS vital

BUT - getting the basics right
should be a given - get the edge
with your strategy & cross-team
structure

Different channels attribute differently
90 day 30 day
cookie window
vs cookie window
vs Last click
Equal weighting Upweighted Upweighted

vs vs
attribution first click last click
Just online
vs Cross device vs ROPO added
single device

It’s a mess!
Comparing apples with oranges

Paid media = smart reporting
SEO last click
PPC last click
SEO last click
PPC FULL PATH with 90 day

COOKIE WINDOW
SEO last click
PPC FULL PATH + CROSS

DEVICE
SEO last click
PPC FULL PATH + CROSS DEVICE +

ROPO

SEO Leftover

Reality
“Across a number of aggregated clients we are
seeing currently last click SEO sales being
undervalued by at least 20%. What this means is that
SEO as a channel is contributing to journeys with
20% more value than last click shows.”
Russell McCarthy
Cubed Attribution

2. Reporting better on
our value

Compare apples with apples

SEO gets smarter
SEO last click
PPC last click
SEO FULL PATH with 90 day

COOKIE WINDOW
PPC FULL PATH with 90 day

COOKIE WINDOW
SEO FULL PATH + CROSS
DEVICE
PPC FULL PATH + CROSS

DEVICE
SEO FULL PATH + CROSS DEVICE +
ROPO
PPC FULL PATH + CROSS DEVICE +

ROPO

Show what SEO drives through other channels
First Interaction Middle Interaction Last Interaction
eCRM eCRM
Direct
Retention Retention
Re-targeting
SEO SEO
Display
eCRM
PPC Brand SEO Retention
Re-targeting Affiliates
Direct
Display
PPC Generic PPC Brand PPC Brand
Re-targeting
Direct Affiliates Display
Affiliates PPC Generic PPC Generic
Social Social Social
0k 20k 40k 60k 0k 50k 0k 20k 40k 60k 80k

Don’t just think about sales...
Orders Sales
PPC 6,296 £424,654
SEO 5,228 £354,811
Affiliates 1,520 £112,081
Brand Display 125 £8,197

...think about profit
Orders Spend CPO Sales Profit Profit ROI
PPC 6,296 £115,000 £18.27 £424,654 £309,654 2.69
SEO 5,228 £2,000 £0.38 £354,811 £352,811 176.41
Affiliates 1,520 £15,333 £10.09 £112,081 £96,748 6.31
Brand Display 125 £82,445 £660 £8,197 -£74,248 -0.90

Big budget = Big say

TIPS
● Make sure your analytics are setup to compare channels in an
aligned way
● Don’t just think about sales - think about profit
● Work in synergy with other disciplines, both within the
marketing function, but also with the wider business
● Inform and dictate from the top, rather than following pre-made
decisions

3.Create a “value led”
strategy

Value led strategy:
a) Opportunity identification
b) Performance benchmarking
c) Forecasting growth

a) Opportunity identification

“Hi, I am an ecommerce director for an
Indonesian online store.
Can search help me with the following questions?”

Business question:
“I am able to buy a large stock of Nike products. Which
category of Nike products represents the biggest opportunity
for me?”

Follow up business question:
“Is this data just the current situation or is there trend data to
support this opportunity?”

b) Performance benchmarking

“What’s the competition like?”

c) Forecasting growth

Business wide forecasting Makeup goes from the 4th biggest
category to the 1st
Bodycare Dental Electrical Fragrance Haircare Make up Nails Skin care
@SophieMoule
Theory Example
Swim and beachwear begins to
Search trend data
peak in Jan
Opportunity There is a market for swim and beachwear in Jan, no-one

identification seems to be fulfilling
Do we sell swim and beachwear in Jan? Maybe we

Product gap analysis SEO as should?
business
Create timely Let’s make a swim and beachwear page live and
content insight optimised in advance of Jan
Create timely marketing campaigns Let’s run a marketing campaign in Jan around winter sun
Did we manage to take a good share of the market for

Review performance against demand this search demand?

So we get...

Summary

Learn from our mistakes in
the UK

Department Store
Electricals Plus
Sports Store

ASOS Visibility
Senior /
Director The Beyond...
Landscape / Market Share

Role
Mid Manager
Job
Commercials / ROI
Exec Traffic / Ranking
Persona
Implementor / Tactician Facilitator / Objective led Visionary / Strategist

SEO can be at the centre of PPC,
Pricing and Social.

3 TIPS
1. Communicate in Business not SEO language
3. Create a “value led” strategy`

2025

2025

End….kind of
BONUS…...Contextual
Optimisation

Some context

SEO begins inside the mind of
your customers

Traditional approaches alone
are no longer working

Here’s what happens
when we don’t think about our
eco system

CNN - Google visibility ‘isis news’ (minimum AMSV 135k)
These pages are

phenomenally authoritative

Before you create and publish new content
Stop and think

How will what I’m creating impact on my ecosystem?

My Ecosystem

My Ecosystem

My New Content - Meet My Ecosystem
My new content

Categorise your
ecosystem

My new content
Categories
Complementary
Neutral
Potentially
conflicting

My new content
Categories
Complementary
Neutral
Potentially
conflicting

Step 1 - focus on the potentially conflicting content
Categories
A B
Complementary
Neutral
C D
Potentially
conflicting
Set in context - which is the most

appropriate & valuable doorway
into my world for this term?

Step 2 - focus on the complementary content
Categories
A B
Complimentary
Neutral
C D G
Potentially
Conflicting
E F
Make contextually relevant connections.

Link with reader and search engine in mind

Step 2 - focus on the complementary content
latest tech news

A ● Link primarily using anchor text
latest tech news
based on the theme of the
latest tech news destination page
C
● Consider synonyms
E ● Don’t deviate too far
latest technology news

So - how do we find
Complementary and
conflicting content?

Figuring out my entity groups
The ‘site:’ operator with keyword

● Which pages are indexed in Google?
● Which pages contain the term I have in
mind?
● Let’s be more specific...

● Searching for the exact phrase
● So now we have 48 pages in the same entity group, some of which will
be complementary and some potentially conflicting
● Let’s try to identify the obvious conflicts first
● Check visibility in Pi

● Searching for the conflicts

● The most obvious place to look is in the strongest on-page
Theming Element:
The obvious conflict
● This means it’s decision time

● What is the most appropriate doorway into our world?

● Time to return to the obvious complements
The complements
● Use keyword rich anchor text to leave Google in no doubt
Note: Google has changed this Page Title

suggesting this page is a strong
complement - see over

Catalan Independence Referendum

More about the Catalan

<Title> Referendum
The Catalan
referendum etc.
A
etc.
The Catalan Referendum
was held on...
● Appropriate linking from
C complementary pages
E
The unofficial Catalan
Referendum results...

New content guide
1. BEGIN... 2. IMPORTANT: 3. CHECK...

...with the customer. Before publishing ask yourself: ...the search results for the term you’re optimising
“Do we have other similar or related content on-site?” for.
What search phrase would they use to find your Use the site operator in Google for clues:
Do you see any pages from your domain?
content? This forms the basis for Page Theming. e.g. site:mysite.com intitle:search term
YES NO
6. THEME… 5. DECIDE: 4. ASK... 3. CHECK AGAIN:

THE NEW PAGE
CONFLICTING
...The new page for this term and link back Which page do you want to Are the pages complementary or Try removing
to it appropriately. position for the term you are optimising? conflicting? the ‘intitle:’ from
the search operator.
Ensure the Title is unique and contains the
term. AN EXISTING PAGE COMPLEMENTARY
6. COMPLEMENT 5. LINK...
Your new page is complementary. As it is new it has the potential to conflict so theme ...any existing and relevant complementary pages to your new content, using the destination
and link between this and the chosen existing page carefully. This page may well position theme term as the anchor text. Don’t overdo it! These should benefit the searcher as well as
in its own right for derivative and longer tail queries. Google.

End

SEO Con - Jakarta

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SEO Con - Jakarta

Making organic search a core part of business strategy… with a

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 2

Pi offices and partners

● Product development, data

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 3

Retail Retail Retail Retail Retail Gambling

Retail Gambling Publishing Telecommunications Real-estate Technology

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 4

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 5

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 6

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 7

Travel Finance Retail

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 8

Top Sources for Online Research

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 9

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 10

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 11

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 13

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 14

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 15

Invest in an Invest in a Buy a cool

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 16

Home and Garden Store

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 18

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 19

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 20

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 21

pi-datametrics.com | @PiDatametrics | ChrisL@Pi-Datametrics.com 22

Home and Garden Store

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Home and Garden Store

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SEO agencies/staff are

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