+ Years Building High-Impact Products & Leading Growth in Startups

Many businesses struggle to effectively leverage SEO for organic growth. They often lack a clear strategy, focusing on tactical optimization without understanding underlying user needs and search intent. My challenge was to develop a comprehensive and adaptable SEO framework that could consistently deliver results and provide a clear path for achieving organic growth. This framework needed to address the core principles of search quality and user experience, aligning with Google's Search Quality Rater Guidelines.

I developed a two-phase SEO strategy called "Search Engine X-celeration," inspired by Eugene M. Schwartz's concept of channeling "mass desire," consisting of:

• Phase 1: Explore (Understanding User Needs/Mass Desire): This phase focuses on in-depth keyword research, audience analysis, and understanding the "mass desire"—what information users are seeking and why. As Schwartz emphasizes, this desire must pre-exist; we cannot create it, only direct it. This phase involves:
  1. Keyphrase Research: Identifying relevant keywords and search queries that align with business objectives and existing user needs.
  2. User Research: Understanding the target audience, their demographics, search behavior, pain points, and underlying desires.
  3. Website Analysis: Evaluating existing website content and identifying opportunities for optimization to better channel existing demand.
  4. Competitive Analysis: Analyzing competitors' SEO strategies to identify how they are channeling mass desire and identify opportunities for differentiation.
• Phase 2: Exploit (Meeting User Needs & Building Perception): This phase focuses on creating high-quality, user-centric content that satisfies the identified "mass desire" and builds a positive perception of the website. This involves:
  1. Content Creation: Developing informative, engaging, and relevant content that addresses user needs and search intent, focusing the existing mass desire onto the particular product/service.
  2. On-Page Optimization: Implementing on-page optimization techniques to improve website structure, content relevance, and user experience.
  3. Technical SEO: Addressing technical aspects of SEO, such as site speed, mobile-friendliness, and schema markup.
  4. Off-Page Optimization: Building high-quality backlinks and promoting content through various channels to enhance website authority and visibility.
  5. Alignment with Search Quality Rater Guidelines: Ensuring all content and optimization efforts align with Google's Search Quality Rater Guidelines, focusing on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) and YMYL (Your Money or Your Life) considerations.

This "Search Engine X-celeration" strategy has yielded significant results:

• goKampus (SEO Lead & Growth Product Manager): Increased website traffic by 6x in the first two months by implementing topic clusters and producing 120 blog posts per month.
• SEOCON 2023 Speaker: Shared these insights and strategies at SEOCON 2023 in the "Optimization Class" segment, reaching a wider audience of digital marketing professionals and contributing to the overall success of the event (sources: CNN Indonesia, DailySEO ID).

Adapting to algorithm updates and changes in search engine behavior has been a constant learning process since 2015, yielding key lessons for achieving consistent SEO success.

• User-Centric Approach is Key: Focusing on user needs and search intent is crucial for long-term SEO success.
• Content is King (but Quality Reigns): Creating high-quality, informative, and engaging content is essential for attracting both users and search engine traffic.
• Data-Driven Decisions: Analyzing data and using it to inform SEO strategies is crucial for continuous improvement and optimization.
• Channeling Existing Demand: As Schwartz emphasizes, effective marketing and SEO involve understanding and channeling pre-existing desires rather than trying to create new ones. SEO should focus on connecting user needs with relevant solutions.
• Sharing Knowledge Benefits the Community: Sharing insights and best practices, like at SEOCON 2023, helps elevate the entire digital marketing community.

The "Search Engine X-celeration" framework provides a structured and effective approach to driving organic growth through targeted SEO strategies. By focusing on user needs, quality content, and adherence to search quality guidelines, this approach has consistently delivered positive results. Sharing these insights at SEOCON 2023 further reinforces the importance of user-centric SEO and its power to transform businesses in the digital age. The principles of understanding and channeling "mass desire," as outlined by Schwartz, provide a valuable foundation for building effective and sustainable SEO strategies.

Retail investors often face challenges in managing risk due to complex trading platforms and emotional market pressures, leading to potential financial losses. Existing risk management tools were too expensive and inaccessible.

As a founder, I led the development of Wiseree to democratize risk management for retail investors. Recognizing that risk management is critical, I focused on creating a user-friendly platform to empower traders.

Faced with expensive licensing fees ($100,000 per month), we instead developed our own server infrastructure to connect to over 700+ brokers. This innovative solution allowed us to offer our service for free to the user.

Wiseree's impact on retail investors included:

• Increased Accessibility: Sophisticated risk management tools became accessible to a wider audience who couldn't afford them otherwise.
• Improved Risk Management: Users managed risk 200% faster and more accurately, leading to better decision-making and potential loss reduction.
• Significant Cost Savings: We saved over $7 million in potential licensing fees, reinvesting this in product development and growth, while offering our service for free to users.
• Equity Growth: The platform facilitated $2.97 million in trading equity, and the solution was recognized as a Top 10 Startup by DailySocial open_in_new.

Key lessons from building Wiseree:

• Creative Problem Solving: High licensing fees forced us to develop an innovative and cost-effective solution, showcasing the power of resourcefulness.
• User-Centric Approach: Focusing on the need for affordable and accessible risk management is crucial for product success.
• Strategic Decision-Making: Financial modeling is essential for assessing business potential.
• Data-Driven Product: Analyzing user trading behavior showed Wiseree promotes more disciplined and strategic trading practices.

Wiseree’s success demonstrates that combining innovation with a user-centric approach can democratize sophisticated tools. By addressing a critical need with creative solutions, we empowered retail investors and promoted more responsible trading practices.

The FFI aimed to broaden its reach and engage a wider audience beyond the main festival events. Organizing a simultaneous roadshow in five geographically dispersed cities (Banten, Batam, Makassar, Padang, and Yogyakarta) presented significant logistical challenges. These included coordinating travel and accommodation for guest stars, managing local teams in each city, ensuring consistent branding and messaging across all locations, and operating within a limited budget and timeframe. Furthermore, the roadshow required the participation of prominent film directors, actors, and practitioners, adding another layer of complexity to the coordination efforts.

A detailed and comprehensive plan was developed to address these challenges:

• Logistics Management: A centralized logistics system was implemented to manage travel arrangements, accommodation, and transportation for guest stars and staff across all five cities. Clear timelines and communication channels were established to ensure smooth coordination.
• Local Team Management: Over 50 local team members were recruited and trained in each city to handle on-the-ground logistics, event setup, audience management, and guest star liaison. Regular communication and coordination calls were held to ensure alignment and address any local challenges.
• Branding and Messaging: Consistent branding guidelines and messaging were developed and disseminated to all teams to maintain a unified FFI brand presence across all roadshow locations. Marketing materials and promotional activities were tailored to each city's specific audience.
• Budget Management: A detailed budget was created and closely monitored to ensure cost-effectiveness and efficient resource allocation. Cost-saving measures were implemented where possible without compromising the quality of the roadshow events.
• Guest Star Coordination: A dedicated team was responsible for coordinating the participation of prominent film directors, actors, and practitioners. This involved managing their schedules, travel arrangements, and on-site requirements to ensure a positive and seamless experience for the guest stars.

The FFI 2015 roadshow was successfully executed across all five cities, achieving the following outcomes:

• Increased Reach and Engagement: The roadshow significantly expanded the FFI's reach, engaging a broader audience and generating increased interest in the festival.
• Enhanced Brand Visibility: The consistent branding and messaging across all locations strengthened the FFI brand presence nationwide.
• Positive Guest Star Experience: The coordinated efforts ensured a positive and seamless experience for the participating film directors, actors, and practitioners, fostering goodwill and strengthening relationships within the film industry.

• Early Planning is Crucial: Starting the planning process well in advance allowed sufficient time to address logistical complexities and anticipate potential challenges.
• Effective Communication is Key: Clear and frequent communication with all team members and stakeholders was essential for smooth coordination across multiple locations.
• Local Expertise is Invaluable: Leveraging the knowledge and expertise of local teams was crucial for adapting the roadshow to each city's specific context and ensuring successful execution.

The FFI 2015 roadshow demonstrated the effectiveness of a well-planned and coordinated approach to multi-city event management. By addressing logistical challenges, managing diverse teams, and prioritizing clear communication, the roadshow successfully expanded the festival's reach, enhanced its brand visibility, and provided valuable engagement opportunities for audiences and industry professionals across Indonesia. This experience provided valuable insights into large-scale event management and highlighted the importance of collaboration, adaptability, and meticulous planning for successful execution.

The Festival Sinema Perancis, while a well-established platform for showcasing French cinema, lacked a dedicated platform for Indonesian filmmakers. Introducing a national short film competition presented several challenges: establishing clear guidelines and criteria, managing the submission and selection process, coordinating a jury, securing funding and resources, and promoting the competition to attract high-quality entries. Furthermore, the festival needed to ensure the smooth screening of imported French films in Cinema XXI theaters, requiring technical expertise in digital cinema package (DCP) conversion and logistics.

To address these challenges, a comprehensive plan was developed, encompassing the following:

• Competition Framework: Clear guidelines and judging criteria were established for the short film competition, ensuring transparency and fairness. A submission portal was created to streamline the entry process.
• Jury Selection: A respected jury panel composed of Arief Ash Shiddiq (film writer), Adrian Jonathan Pasaribu (film critic), and Amalia Sekarjati (film practitioner) was assembled to evaluate the submitted films.
• Funding and Resources: Resources were secured through the French Embassy to support the competition prizes, marketing efforts, and operational costs.
• Promotion and Outreach: A targeted marketing campaign was launched to promote the competition to Indonesian filmmakers, utilizing social media, film communities, and partnerships.
• DCP Conversion and Logistics: A detailed process was implemented to manage the import of French films and their conversion to DCP format, ensuring compatibility with Cinema XXI projection systems. This included coordinating with French distributors, technical specialists, and the cinema.

The inaugural national short film competition was a success, achieving the following outcomes:

• High Participation: The competition received hundreds of submissions from Indonesian filmmakers across the country. Of these, 69 films were shortlisted for judging, and ultimately, 10 short films were selected as finalists.
• Critical Acclaim and Broader Exposure: The selected films were well-received by audiences and critics, generating positive media attention for the festival and the participating filmmakers. The finalist films were subsequently screened at various film communities and festivals across Indonesia, further amplifying their reach and impact. Also, gained international recognition, with invitations to prestigious short film festivals like Clermont-Ferrand.
• Successful Screenings: The imported French films were successfully screened in Cinema XXI theaters, enhancing the festival's program and providing a seamless viewing experience for the audience.

Managing the inaugural national short film competition within Festival Sinema Perancis 2012 provided valuable insights into the complexities of film festival organization and the importance of fostering emerging talent.

• Clear Communication is Essential: Maintaining open communication with filmmakers, jury members, and other stakeholders was crucial for the smooth running of the competition.
• Planning and Organization are Key: Meticulous planning and organization were essential for managing the complex logistics of the competition and film screenings.
• Collaboration Fosters Success: Building strong relationships with partners, sponsors, and technical experts was instrumental in overcoming challenges and achieving the desired outcomes.

The successful launch of the first national short film competition within the Festival Sinema Perancis demonstrated the potential for expanding the festival's reach and supporting emerging Indonesian filmmakers. This initiative enriched the festival's program, fostered cultural exchange, and provided a valuable platform for showcasing Indonesian talent. This experience highlighted the importance of careful planning, effective communication, and collaborative partnerships in managing complex projects within the film industry.

Cirebon, while rich in cultural heritage, lacked a prominent platform for contemporary art and cultural exchange. Establishing a new art festival from scratch presented numerous challenges: securing funding, building a team, attracting artists and audiences, developing a unique identity for the festival, and navigating logistical complexities. The goal was to create a sustainable and impactful event that would contribute to the local arts scene and foster cross-cultural dialogue.

To address these challenges, a multi-pronged approach was adopted:

• Team Building: A dedicated team of over 30 volunteers and staff was assembled for each festival, leveraging local talent and fostering a collaborative environment. Roles were clearly defined, and responsibilities were distributed to ensure efficient organization and execution.
• Funding and Sponsorship: Funding was secured through a combination of community fundraising, local government grants, and private sponsorships to cover operational costs, artist fees, and marketing expenses.
• Programming and Curation: A diverse program of events was curated for each festival, featuring exhibitions, performances, workshops, and film screenings. Emphasis was placed on showcasing both local Cirebon artists and artists from other regions of Indonesia and beyond.
• Community Engagement: Extensive community outreach was conducted to build awareness and generate excitement for the festival. This included partnering with local organizations, schools, and media outlets.
• Logistics and Operations: Detailed logistical planning addressed key aspects such as venue selection, event scheduling, volunteer coordination, and audience management.

The first three iterations of the Jagakali Art Festival were successful, achieving the following:

• Strong Attendance: Each festival attracted an average of 5,000 visitors, demonstrating significant community interest and engagement.
• Platform for Emerging Artists: The festival provided a valuable platform for emerging artists from Cirebon and beyond to showcase their work and connect with a wider audience.
• Cultural Exchange and Dialogue: The festival fostered cross-cultural dialogue and exchange through its diverse program and participation of artists from different regions and backgrounds.
• Foundation for Future Growth: These initial festivals laid the foundation for the Jagakali International Art Festival, which continues to thrive today.

• The Power of Community: Building strong relationships with the local community was crucial for the festival's success.
• Collaboration is Key: Effective teamwork and collaboration within the organizing team and with external partners were essential for overcoming challenges.
• Sustainability Requires Planning: Developing a sustainable model for the festival required careful financial planning and resource management.

The establishment of the Jagakali Art Festival demonstrates the impact that a dedicated team and a well-defined vision can have on building a thriving arts scene within a community. By focusing on community engagement, artistic excellence, and sustainable practices, the first three festivals laid a solid foundation for the Jagakali International Art Festival's continued growth and success. The festival's early years highlighted the importance of community involvement, collaboration, and long-term planning in creating a sustainable and impactful cultural event.