Date post: | 21-Jan-2015 |
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Search Engine OptimizationMichal Neuwirth
Product Manager – Kentico Software s.r.o.
Search Engine Optimization
• SEO Overview• SEO Recommendations• Kentico CMS & SEO
SEO the basics
• IS NOT– … a magic tool that guarantees a #1 rank in the search
engine– … an AI that works without your help and inputs
• IS– … is a set of activities that you can perform to increase the
number of visitors who come to your website via search engines
– … requires a patience as it’s a long time running process – … includes Developers, IT Pros, Marketers, Designers, PRs,
Content Editors and other stuff
How does it work?
Search engine
Search ranking algorithm (black box)
Don’t forget
• … each search engine has it’s own specific search engine algorithm– They will not open their secrets, but they provide
recommendations• … you never know when an existing search engine
algorithm is going to morph into something different!
• … search engines don’t like tricks and hacks• … the most important part of all SEO tactics is up-
to-date content!
Search Engine Optimization
• SEO Overview• SEO Recommendations• Kentico CMS & SEO
Content I.
• Search engines are “text” based automats– They don’t understand graphics/multimedia/flash/etc.
• Search engines repeatedly visit your web to check for a new content– and the engine remember how often you are adding a
new content• Keywords– Identify the “right words” and use them properly in the
content– Include keywords in links wherever possible
Content II.
• Page title– The most visible text – Use unique names for each title
• Invisible information:– meta keywords tag, meta description tag and ALT
image tags– meta keyword tags are often IGNORED by the
engines
Content III.
• Search engines look for the header texts and index their content
• Make sure your company name exists in text form once on every page
• Don’t duplicate content• Canonical issue– Two or more different URLs lead to the same
content (e.g. index.aspx, main.aspx & default.aspx)– Use 301 instead of 302 redirection
Linking …
• Search engines look for links leading to your website– Engines read content of the linking page– Don’t use “links directories” as the engines hate
them• Page rank is based on the quantity and
quality of both incoming and outgoing links• Use internal links to “navigate” to any
important content on your website
Other SEO features
• Friendly names– http://mysite.com/getproduct.aspx?id=1238973– http://mysite.com/products/computers/My-computer.asp
x• Sitemap • Robots.txt
– To exclude stub pages • Flash
– Provide alternate content for Flash• AJAX
– Prepare URLs for AJAX activity
Search Engine Optimization
• SEO Overview• SEO Recommendations• Kentico CMS & SEO
Metadata
• Document -> Properties -> Metadata
Document aliases
• Document -> Properties -> URLs
SEO settings
Other supported features
• How to handle Robots.txt file– http://devnet.kentico.com/Blogs/Martin-Hejtman
ek/September-2010/DIY--How-to-handle-robots-txt-and-favicon-ico-in-t.aspx
• Canonical links– http://
devnet.kentico.com/Blogs/Martin-Hejtmanek/January-2010/SEO-tip--Canonical-link-elements-in-Kentico-CMS.aspx
Coming in Kentico CMS 6.0
• Language prefixes– Old: http://localhost/Products.aspx?lang=en-US– New: http://localhost/en-US/Products.aspx
• External/internal search Keywords statistics• Preparing SEO testing tool which checks
selected document against several SEO recommendations
SEO - summary
• SEO is not a magic tool, it’s an on-going process
• SEO is set of recommended activities• The most important part of SEO is up-to-date
content• Kentico CMS supports SEO in several ways
Links …
• Google Webmaster Guidelines– http://
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
• Yahoo! Webmaster Guidelines– http://help.yahoo.com/l/us/yahoo/search/basics/basics-18.html
• Bing Webmaster Guidelines– http://help.live.com/help.aspx?mkt=en-us&project=wl_webmasters&
querytype=&query=&tmt=&domain=help.live.com&format=b1
• Ask.com Webmaster Guidelines– http://about.ask.com/en/docs/about/webmasters.shtml
• Michal Neuwirth: [email protected]
Q&A