IMPLEMENTASI TEKNIK SEARCH ENGINE OPTIMIZATION (SEO) MENGGUNAKAN METODE WHITE HAT SEO PADA WEBSITE XUZU (STUDI KASUS: PT. BINTANG KONVEKSI INDO)

PT Bintang Konveksi Indo is a clothing and accessories manufacturing company, including PDH shirts, organization shirts, and graduation kits. The company also introduced the XUZU brand with a focus on quality, design, and excellent service. However, the business had difficulty growing because it only operated offline. To increase the market and profits, the business owner wants to switch from offline marketing to online marketing through a website. However, having a website alone will not be enough, it needs to apply Search Engine Optimization (SEO) techniques to increase its visibility on search engines and reach more consumers. This research applies SEO techniques using the White Hat SEO method by integrating it with structured data such as Schema Markup, and then analyzed using testing tools, such as SEO Site Checkup, Google Search Console, Google Analytics, and the development of rankings on the Search Engine Result Page (SERP). The results show that the implementation of White Hat SEO has successfully improved website visibility and ranking based on Google Search Console and Google Analytics analysis. Also, by integrating White Hat SEO methods with Schema Markup structured data can have a positive impact on websites such as, can increase user visits and Click Through Rate (CTR) because users are more interested in structured information.