Analysis of Initial SEO Conditions Using SEMrush and Google Analytics for the Prima Jaya MSME E-Catalog Website

Abstract

Advances in digital marketing are driving Micro, Small, and Medium Enterprises (MSMEs) to utilize e-catalog websites to expand their market reach, including in the Business-to-Business (B2B) segment. However, simply having a website does not guarantee visibility on search engines if Search Engine Optimization (SEO) has not been implemented effectively. This study aims to analyze the initial SEO status and performance of the Prima Jaya MSME e-catalog website and to formulate SEO optimization recommendations to support the expansion of its B2B market reach. The study employs a descriptive method with a quantitative approach. The SEO analysis was conducted using SEMrush through the following indicators: Authority Score, Organic Traffic, Organic Keywords, Site Health, Site Audit, On-Page SEO Checker, and Backlink Audit. Website performance was analyzed using Google Analytics 4 based on Active Users, Sessions, Engagement Rate, and Event Count. The analysis results showed an Authority Score of 2, Organic Traffic of 0, 1 Organic Keyword, and a Site Health score of 69%.  Various Technical SEO issues were also identified, as well as low-quality backlinks. Meanwhile, Google Analytics recorded 16 active users, 21 sessions, an engagement rate of 38.1%, and 73 events during the observation period. Based on these results, recommendations were formulated, including improvements to Technical SEO, on-page optimization, content and keyword development, and enhancing backlink quality to increase visibility and market reach in the B2B sector.