Search-Engine Friendly Blogs, Podcasts


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An overview of why and how to make blogs and podcasts search-engine friendly. Presented at in Chennai on 10th June 2007.

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Search-Engine Friendly Blogs, Podcasts

  1. 1. Discovery Channel? Sridhar Ranganathan @ Chennai, June 2007
  2. 2. The Story, So Far <ul><li>1995 </li></ul><ul><li> </li></ul><ul><li>http:// /internet </li></ul><ul><li>Go to and click on ‘Internet’ </li></ul><ul><li>Save http:// /internet as ‘Favourite’ on IE </li></ul><ul><li> : Delicious it! </li></ul><ul><li>Google ‘yahoo internet’  </li></ul><ul><li>Get RSS feed for ‘yahoo internet’ articles on your feed reader </li></ul><ul><li>Listen to and watch Podcasts from MediaRSS feeds for ‘yahoo internet’ </li></ul>2007
  3. 3. The Times We Live In <ul><li>Birth of Social Media </li></ul><ul><li>Web2.0 for everyone </li></ul><ul><li>Blogging for the commoner </li></ul><ul><li>Podcasting for the evolved </li></ul><ul><li>Online presence as an alter-ego! ( ) </li></ul><ul><li>Search Engines as the main ‘Discovery Channels’ </li></ul>
  4. 4. Blogs, Podcasts and You! Part 1 <ul><li>Self-expression </li></ul><ul><li>More of a personal diary/chronology of life </li></ul><ul><li>Any style of writing or speaking </li></ul>Expression Conversation Communication <ul><li>Online discussions via personal blogs, group blogs, podcast shows </li></ul><ul><li>Q&A, responses, points of view, digital arguments! </li></ul><ul><li>Participants usually know about each other </li></ul><ul><li>People posting about topics of interest </li></ul><ul><li>Topics can be as varied as Companies, Products, Markets, subjects of study et al </li></ul><ul><li>Meant to convey information to their audience </li></ul>
  5. 5. Blogs, Podcasts and You! Part 2 <ul><li>Text, Photos </li></ul><ul><li>Audio, Video </li></ul>Expression Conversation Communication <ul><li>Comments </li></ul><ul><li>Permalinks </li></ul><ul><li>Trackbacks </li></ul><ul><li>Delicious Bookmarks </li></ul><ul><li>Diggs , Farks , Spurls , Spheres , what have you… </li></ul><ul><li>RSS Feeds </li></ul>
  6. 6. 6 Steps For Online Success <ul><li>Depends on what you think is success  - Users, Money, Recognition, All of the above </li></ul><ul><li>Anyway, decide to blog or podcast ( easy ) </li></ul><ul><li>Setup a blog or podcast ( can be learnt ) </li></ul><ul><li>Start posting blogs or podcasts ( easier than Step 2 ) </li></ul><ul><li>Get your site discovered by users ( how? ) </li></ul><ul><li>Keep them engaged ( you can control this ) </li></ul>
  7. 7. The Discovery Begins <ul><li>Promote your site by </li></ul><ul><ul><li>Word of mouth – free of cost, very expensive </li></ul></ul><ul><ul><li>Email Groups – cheap, takes time </li></ul></ul><ul><ul><li>Listing in Blog/Podcast Directories – long ‘Q’ </li></ul></ul><ul><ul><li>Commenting on blogs related to your site and linking back to your site – takes time </li></ul></ul><ul><ul><li>Blogrolls – takes time, linked to reputation </li></ul></ul><ul><ul><li>Tagging, Bookmarking, Digging et al – marginally useful </li></ul></ul><ul><ul><li>Getting it discovered by Search Engines ! </li></ul></ul>
  8. 8. Search Engine Primer <ul><li>Search Engines respect good content </li></ul><ul><ul><li>Over time, they discover & dislike bad content </li></ul></ul><ul><li>Popular topics have high competition (MBA seats, anyone?) </li></ul><ul><ul><li>Your content needs to be better </li></ul></ul><ul><ul><li>E.g. Blogs about web2.0 technologies (read AJAX) </li></ul></ul><ul><ul><li>The Long Tail is active in the Search world </li></ul></ul><ul><ul><li>Some keywords & result numbers from Yahoo! Search </li></ul></ul><ul><ul><ul><li>Blog – 2.2B Results </li></ul></ul></ul><ul><ul><ul><ul><li>Podcast – 183M Results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>AJAX - 64M Results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Web2.0 -> 33M Results </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bhangra – 1.9M Results </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Fibonacci series - 489K Results </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tandoori Cuisine - 430K Results </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ambidexterity – 80K Results </li></ul></ul></ul></ul></ul><ul><li>More connected and accessible your site, more are your chances of being accessed, crawled, searched and discovered </li></ul><ul><li>Search Engines like consistency </li></ul>
  9. 9. So, What Can You Do? Part 1 <ul><li>Choice : Pick topics that interest you, discover your passion </li></ul><ul><li>Creativity : Post/Podcast frequently, consistently on those topics </li></ul><ul><ul><li>Slow and steady, stays in the race </li></ul></ul><ul><ul><li>Provide a perspective to topics </li></ul></ul><ul><li>Continuity : Keep your posts/podcasts interesting and engaging </li></ul>
  10. 10. So, What Can You Do? Part 2 <ul><li>Optimize : </li></ul><ul><ul><li>Title of the Blog Post/Podcast </li></ul></ul><ul><ul><ul><li>“ Social Development & Enterprises” vs </li></ul></ul></ul><ul><ul><ul><li>“ Trying to get Enterprises involved in Social Development” </li></ul></ul></ul><ul><ul><li>Bring out the Summary in beginning </li></ul></ul><ul><ul><ul><li>Does it ring a bell with essay writing in School? </li></ul></ul></ul><ul><ul><li>Provide references, acknowledgements, credits wherever relevant </li></ul></ul><ul><ul><li>Add Tags, Keywords to help the search engine crawler understand the content well </li></ul></ul>
  11. 11. So, What Can You Do? Part 3 <ul><li>Make it Accessible : </li></ul><ul><ul><li>Publish the RSS Feed for your blog </li></ul></ul><ul><ul><li>Publish Media RSS * Feed for your Podcast </li></ul></ul><ul><ul><li>Submit your podcast to Podcast Directories </li></ul></ul><ul><ul><ul><li> , , Yahoo! Podcasts , Odeo , iTunes </li></ul></ul></ul><ul><ul><li>Claim your blog on Technorati </li></ul></ul>* Media RSS: A RSS 2.0 Wrapper for media files created by Yahoo! and the RSS Community
  12. 12. So, What Can You Do? Part 4 <ul><li>Socialize : </li></ul><ul><ul><li>Link your Blogroll to related blogs, podcasts </li></ul></ul><ul><ul><li>Reciprocate blogroll inclusions </li></ul></ul><ul><ul><li>While commenting on blogs, add ‘Trackbacks’ to related posts on your blog </li></ul></ul><ul><ul><li>Regularly read blogs or listen to podcasts of people on your blogroll </li></ul></ul><ul><ul><ul><li>Follow up with comments where/if you feel so </li></ul></ul></ul><ul><li>Track: Use tracking tools on your site to track its usage, traffic </li></ul><ul><ul><li>Hittail , SiteMeter , Google Analytics et al </li></ul></ul>
  13. 13. And Then… <ul><li>Monitor where your site stands on these search engines for: </li></ul><ul><li>Blogs: </li></ul><ul><ul><li>Google Blogsearch </li></ul></ul><ul><ul><li>Sphere </li></ul></ul><ul><li>Podcasts: </li></ul><ul><ul><li>Yahoo! Audio Search , Yahoo! Video Search </li></ul></ul><ul><ul><li>Podzinger </li></ul></ul><ul><ul><li>Blinkx </li></ul></ul>
  14. 14. Thank You! <ul><li>Reach out to me at </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: </li></ul><ul><li>Mobile: [Meet me after this talk and I’ll give it to you  ] </li></ul>