DOTNETNUKE SEO… a spotlight series webinar
Nik KalyaniDNN Corp.
Feature Expert: Tom KraakSeablick Consulting
Twitter: #dnn
Technology entrepreneur for over 15 years Co-founder of DotNetNuke Corp. Microsoft MVP since 2004 Blog: techbubble.net Twitter: @techbubble
ABOUTpresenters
nik KALYANI
Working on the Web in various roles since 2000 Founded DNN-focused Seablick Consulting in 2005 Co-host of DNNVoice PodCast Co-founder of CT DNN user group Blog: seablick.com/blog Twitter: @tkraak
tom KRAAK
Concepts: Search Engine 101
Insights: DotNetNuke SEO
Answers: Audience Questions
AGENDA
CONCEPTS: SEO
Search engines are the #1 driver of website traffic for most industries
The #1 goal of SE’s is to try to provide the best results based on limited information (1-4 keywords)o Better search results = happier searcherso Happier searchers = more search/repeat usageo More search usage = more inventoryo More inventory = more opportunity to sell advertising
SEARCH ENGINE 101concepts
INDEX
Web Page Content
Crawl Site +Sitemap.xml
SEARCH ENGINE WORKFLOWconcepts
WebPage
Link
Search bots (a.k.a. spiders or crawlers) follow links and return information to for the search engine index(www.robotstxt.org lists 298 bots)
News(hourly)
Fresh(recent)
Local Content(standard update)
Foundation Database(standard update)
Cached PagesIn Database
Update &RefreshSchedule
WebPage
Link WebPage
Link WebPage
Link WebPage
Link WebPage
Business RulesAlgorithm
Ancillary Data Sources
Spiders can:o Read meta tags, title tags and HTML content.o Read URL’s (some read past a ? variable, some don’t).o Read some dynamic content.o Follow links throughout the site if built into page.o Look for STRONG uses of keywords.o Look for CONTEXTo Look for block of related text, pages with single themes, etc.
Spiders can only return what they can read and find Our job is to help them find the right information in the right
format
SPIDERS, BOTS & CRAWLERSconcepts
WHAT IS SERP?concepts
Organic Results
PaidResults
PaidResults
SERP = Search Engine Results Page
Eye-tracking data shows top 1-3 items on a SERP get most users’ attention
Page Rank is very IMPORTANT
Users seldom look past Page One of results
IMPORTANCE OF SERP RANKINGconcepts
RANKINGconcepts
RANKING
Relevance(Document
Analysis)
Popularity(Link
Analysis)
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results.
-- Wikipedia
WHAT IS SEO?concepts
On-page = Content and structure of site
Off-page = Relationship of site with other sites
ON-PAGE VS. OFF-PAGEconcepts
Using SEO best-practices you can ensure that your website’s rank on SERP for relevant keywords is high
GET FOUND!
WHY SEO?concepts
INSIGHTS: DOTNETNUKE SEO
Follow web standards for skin developmento Separate content from presentation with CSSo Use CSS for page layout
Semantic containers – H2, H3 for module titles Write valid (X)HTML and CSS SE-friendly menus to increase “crawlability”
o Emit plain HTML links vs. JavaScript-driven links
SKINS & NAVIGATIONinsights
PAGE SETTINGSinsights
Make your brand stand out Incorporate keywords Be aware of character limits Target searcher intent Repeat in headline
PAGE TITLESinsights
Describe page content honestly Be aware of character limits Write ad-like copy Incorporate keywords and phrases Don’t always write meta descriptions
PAGE DESCRIPTIONSinsights
Watch for proper internal linking and URLs Check for standards-compliant HTML and CSS Avoid JavaScript/Ajax/Flash for content delivery Press for control over HTML meta tags No Black Hat, no Gray Hat
MODULESinsights
Use keywords and phrases in header tags Place important content in HTML text
o DNN5 RelocationWidget moves content higher Write semantically meaningful markup Know limits of WYSIWYG editors Pay attention to links and avoid LinkClick.aspx Watch for duplicate content
OPTIMIZE PAGE CONTENTinsights
Describe your content Keep it short Rewrite dynamic URLs to appear static Separate with hyphens Cut down on duplicate (home) pages
FRIENDLY URLSinsights
Use dotnetnuke.com/robots.txt as base Block printer-friendly, landing, and
“throw-away” pages Disallow “Privacy Statement” and “Terms of Use” Choose between site and page level exclusion
o Site: robots.txto Page: <meta name="ROBOTS“ content="NOINDEX">
Point to XML sitemap
ROBOTS EXCLUSION PROTOCOLinsights
SITE SETTINGSinsights
Recognize limitations of DNN’s sitemap.aspx Use third-party tools or modules/providers
to generate sitemap file Submit to all major search engines
XML SITEMAPinsights
Attract editorial, one-way incoming links with link-worthy content
Approach associations and business partners for link opportunities
Take advantage of social networks Submit to quality, industry-specific (paid)
directories
OFF-PAGE SEO TIPSinsights
ANSWERS: AUDIENCE QUESTIONS
google.com/support/webmasters/ help.yahoo.com/l/us/yahoo/search/webmaster/ webmaster.live.com seomoz.org seobook.com searchengineland.com seablick.com/blog/seo
RESOURCESinsights
Blog: techbubble.net
Twitter: @techbubble
nik KALYANI Blog:
seablick.com/blog Twitter:
@tkraak
tom KRAAK