Michal Neuwirth Product Manager Kentico Software sro Search Engine Optimization SEO Overview SEO Recommendations Kentico CMS amp SEO SEO the basics IS NOT a magic tool that guarantees a 1 rank in the search engine ID: 527046
Download Presentation The PPT/PDF document "Search Engine Optimization" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
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