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Search Engine Optimization

Michal 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.

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Search Engine Optimization




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Presentation on theme: "Search Engine Optimization"— Presentation transcript:

Slide1

Search Engine Optimization

Michal Neuwirth

Product Manager –

Kentico

Software

s.r.o

.Slide2

Search Engine Optimization

SEO Overview

SEO Recommendations

Kentico

CMS & SEOSlide3

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 Slide4

How does it work?

Search engine

Search ranking algorithm (black box)Slide5

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!Slide6

Search Engine Optimization

SEO Overview

SEO Recommendations

Kentico

CMS & SEOSlide7

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 contentInclude keywords in links wherever

possibleSlide8

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 tagsmeta keyword tags are often IGNORED by the engines Slide9

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 Slide10

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 websiteSlide11

Other SEO features

Friendly names

http://mysite.com/getproduct.aspx?id=1238973

http://mysite.com/products/computers/My-computer.aspx

Sitemap

Robots.txt

To exclude stub pages

Flash

Provide alternate content for FlashAJAXPrepare URLs for AJAX activitySlide12

Search Engine Optimization

SEO Overview

SEO Recommendations

Kentico

CMS & SEOSlide13

Metadata

Document -> Properties -> MetadataSlide14

Document aliases

Document -> Properties -> URLsSlide15

SEO settingsSlide16

Other supported features

How

to handle Robots.txt file

http://devnet.kentico.com/Blogs/Martin-Hejtmanek/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.aspxSlide17

Coming in Kentico

CMS 6.0

Language prefixes

Old:

http

://

localhost/Products.aspx?lang=en-US

New: http

://localhost/en-US/Products.aspxExternal/internal search Keywords statisticsPreparing SEO testing tool which checks selected document against several SEO recommendationsSlide18

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 waysSlide19

Links …

Google Webmaster

Guidelines

http://

www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769

Yahoo

! Webmaster

Guidelineshttp://help.yahoo.com/l/us/yahoo/search/basics/basics-18.html

Bing Webmaster Guidelineshttp://help.live.com/help.aspx?mkt=en-us&project=wl_webmasters&querytype=&query=&tmt=&domain=help.live.com&format=b1Ask.com Webmaster Guidelines

http://about.ask.com/en/docs/about/webmasters.shtmlMichal Neuwirth: michalne@kentico.comSlide20

Q&A