STRATEGI PEMASARAN DIGITAL FLOS AURUM MELALUI PENERAPAN KEYWORD SEO DAN COPYWRITING DI SHOPEE

Persaingan yang semakin ketat pada marketplace mendorong pelaku usaha untuk mengoptimalkan etalase produk, khususnya melalui penyusunan judul dan deskripsi produk yang relevan agar dapat meningkatkan visibilitas serta menarik minat konsumen. Penulisan ini bertujuan untuk mendeskripsikan proses optimasi judul dan deskripsi produk Flos Aurum Vegan Soap pada marketplace Shopee serta mengetahui hasil optimasi terhadap performa marketplace. Penulisan ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa observasi, wawancara, studi pustaka, dan dokumentasi selama pelaksanaan praktik industri di PT Flos Aurum Nusantara. Hasil penulisan menunjukkan bahwa optimasi etalase dilakukan melalui audit etalase produk, riset keyword, penyusunan struktur keyword, implementasi keyword pada judul dan deskripsi produk, serta monitoring performa marketplace yang berdampak pada peningkatan visibilitas produk berdasarkan metrik impression, click, dan click through rate (CTR) selama periode Januari hingga Februari 2026. Dengan demikian, optimasi etalase produk berbasis keyword SEO dan copywriting dapat mendukung peningkatan performa marketplace pada Shopee.
Kata kunci: optimasi etalase produk, keyword SEO, copywriting, marketplace, Shopee.

ABSTRACT
TIncreasing competition in marketplaces encourages businesses to optimize product listings, particularly through relevant product titles and descriptions, in order to improve visibility and attract consumers. This study aims to describe the process of optimizing product titles and descriptions of Flos Aurum Vegan Soap on Shopee and to identify the impact of the optimization on marketplace performance. This study employed a descriptive qualitative method using observation, interviews, literature study, and documentation as data collection techniques during the industrial internship at PT Flos Aurum Nusantara. The results indicate that product listing optimization was conducted through product listing audits, keyword research, keyword structure development, keyword implementation in product titles and descriptions, and marketplace performance monitoring, which contributed to increased product visibility as reflected in impression, click, and click through rate (CTR) metrics during January to February 2026. Therefore, product listing optimization based on SEO keywords and copywriting can support the improvement of marketplace performance on Shopee.
Keywords: product listing optimization, SEO keywords, copywriting, marketplace, Shopee.