Diy SEO
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A presentation on how to search engine optimise your own website by Ashish Kulkarni of Kulkarni Software.

A presentation on how to search engine optimise your own website by Ashish Kulkarni of Kulkarni Software.

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Diy SEO Presentation Transcript

  • 1. DIY – SEO Ashish Kulkarni Director, Kulkarni Software
  • 2. Companies create websites for
    • Marketing
    • Sales / eCommerce
    • Customer engagement
    • Publishing information
    • Building Reputation / Brand
    • Servicing Customers
    • B2B services / Web services
    • Other reasons
  • 3. Visitors come from
    • Direct marketing – email, leaflets, business cards, events, word-of-mouth, etc.
    • Internet Search – Google (65%), Yahoo (20%), Bing (8%), others (7%).
  • 4. The problem
    • Websites are like shops.
    • If you open one in the high-street, you will get lot of customers.
    • However, if you open one in a remote unknown corner, you will struggle to get any business.
    • Without SEO, most websites are left to chance with regards to visitors.
  • 5. What is SEO?
    • SEO or Search Engine Optimisation is a combination of Art and Science to enable a website achieve better Search Engine ranking for business critical keywords and search terms.
    • In an ideal world, with the help of SEO, a website should appear on top spot of search engines for business critical keywords and search terms.
  • 6. Why SEO?
    • SEO helps websites achieve higher ranking in Search Engines.
    • Each second, 2900 searches take place on Google.
    • SEO helps Search Engines like Google understand and hence, index a website better.
    • There are tools such as Google Analytics that can give you in-depth analysis of your visitors.
  • 7. Before SEO
    • It is often said – content is king
    • Create and publish good and useful content
    • If you are selling, make calls to action blatantly obvious
    • Make sure your website looks attractive to your visitors and not just to you
    • Ensure good and intuitive navigation
    • Make it easy to bookmark
  • 8. Before SEO
    • Ensure your domain name is locked and is on auto-renew contract
    • Ensure your hosting contract offers a fair amount of bandwidth
    • On your website, make your calls to action very clear. This is especially the case if you are looking to sell a product or a service online.
    • Ultimately, with SEO, you will get more visitors. Once these visitors arrive at your site, there should be something to keep them interested.
  • 9. What does SEO consist of?
    • SEO involves 2 kinds of activities
      • On-page optimisation
      • Off-page optimisation
  • 10. On-page optimisation
    • On-page SEO involves making sure that the content of each and every page of a website is relevant and emphasises business critical keywords and search phrases in
      • URL
      • Title
      • Meta Description
      • Meta Keywords
      • Page Content
      • Navigation
  • 11. Page Content
    • Must contain keyword / search phrase with good density
    • Keywords and phrases must appear naturally. Text should not become human unreadable or spammed with keywords.
    • Avoid using stop-words such as “and”, “or”, “of”, etc. Use pipeline symbol “|” instead in places like Title and Description.
    • Use websites like www.websitegrader.com to check website compliance
    • Keep content fresh. Use Blog / Content Management System if possible.
  • 12. On-page optimisation
    • Submit website to Search Engines. This is called Indexing.
    • For this to take place properly, create a file called – sitemap.xml – and put it in the root folder of the website. Use tools such as www.xml-sitemaps.com as a starting point.
    • Update this every time you update your content.
    • The navigation of the site should allow search engines and humans to access all the pages of the site from the home page with as few clicks as possible.
  • 13. Off-page optimisation
    • Off-page optimisation involves creating links to your website and its content on other websites.
    • This shows search engines that people are talking about your website on other websites.
    • Think of links as water. The more water coming in, the better the rank.
    • Build more incoming links on other sites and have less outgoing links on your site.
  • 14. Off-page optimisation – Social Media Bookmarking
    • Social Media Bookmarking (SMB) is different from Social Media Marketing (SMM).
    • You are posting stories with an intention of creating link(s) back to your website.
    • Look for Popular Social Media websites with good PageRank and DOFOLLOW robots instruction.
  • 15. Off-page optimisation – Blog commenting
    • Blog commenting involves finding blogs relevant to your website / webpage and posting comments to posts on that blog.
      • While doing that, put your keywords as name
      • And put your website URL as the URL
    • Comments need to be approved so make them useful and not just “Nice article. Thanks.”
    • These blogs need to have good pagerank
    • These blogs should have DOFOLLOW robots instruction.
  • 16. Black Hat Techniques
    • Putting names of your competitors in title, description, keywords and content in the hope that if someone is searching for your competitors, they will find you is one example.
    • Buying 50 websites and putting pages with links to your website is another example. This is also referred to as Link farming. Doing this in a limited way with 4-5 microsites is acceptable.
    • Do not try to deceive search engines. They are smart. And once they catch up, they may blacklist your website.
  • 17. PPC SEO
    • In addition to organic SEO, you can also invest in PPC (Pay Per Click), where your website’s link will appear at prominent position(s) on search engines.
    • Google Adwords – Display on Google
    • Google Adsense – Display on other sites
    • It is extremely important to have very strong calls to action and very low bounce rate before going for PPC SEO.
  • 18. Sequence of events
    • Decide your SEO objectives
      • Who is the target audience?
      • Why do you want to reach them?
      • What will you gain from them? Money? Fame? Influence? Reputation? Brand awareness?
    • Do an analysis of what keywords to use based on what people are searching for and amount of competition
  • 19. Keyword analysis report
  • 20. Sequence
    • Plan your website and content
    • Don’t put too little or too much on one page
    • Plan titles, description, keywords and content for each page
    • Plan page and folder names
    • Plan website navigation
  • 21. Sequence
    • If possible, get a copywriter to create the content or oversee the content to make sure it is relevant for the web.
    • Get a Web Designer to create CSS based web page layouts and use these to display the content. Avoid using tables and frames.
    • Review the content after switching CSS off in FireFox. This is what Search Engines see.
    • Use SEO analysis tools to ensure the content will rank well with search engines.
  • 22. Sequence
    • Check for any spelling mistakes
    • After going live, create an XML Sitemap for the website
    • One final check to ensure everything is in its place, is correct and relevant
    • Submit your website on all major Search Engines – Google, Yahoo, Bing, Ask, etc.
  • 23. Sequence
    • Make it easy to bookmark your content on Social Media websites
  • 24. Ongoing activities
    • Generate Back Links
    • Keep content fresh
    • Track your website’s ranking
    • Analyse visitor trends and rework on content as appropriate
  • 25. Google Analytics
  • 26. Google Analytics
  • 27. What next
    • We are planning a full-day “Web Demystification Event” on Saturday 24-April-2010.
    • You will find out everything about websites
      • Domain names
      • Hosting – Plans, comparisons, pros & cons
      • Web pages, Blog, CMS, eCommerce, etc.
      • Create your own blog-based website or blog
      • Search Engine Optimisation
    • Get guidance on Social Media – Create accounts on Twitter, FaceBook and LinkedIn and use them effectively for business and link them up with your website
    • Cost – £200 for the full day including lunch. £100 if you book by 31-March-2010. You will need to bring a wi-fi enabled laptop.
  • 28. Where can you find me
    • Google
      • Ashish Kulkarni
      • Kulkarni Software
    • Twitter
      • @ashishkulkarni
      • @kulkarnisoft
    • LinkedIn
      • www.linkedin.com/in/ashishkulkarni
    • Web
      • www.ashishkulkarni.com
      • www.kulkarnisoftware.com
    • Email
      • [email_address]