Published on

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

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


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