0
Bruce Chapman
Product Manager, DNN
About Me
Product Manager for DNN
Evoq Content
Evoq in the Cloud
Since 2012
Previously of iFinity Software
DNN Ecosystem Ve...
The Garden
• 2011
› It‟s Done!
DNN / Proprietary and Confidential. All Rights Reserved.3
The Garden
• 2011
› It‟s Done!
• 2014
› I need to start
over again, this is
not working
The Message
• SEO is never
„done‟
...
Things that make a page rank
AKA Ranking Factors for SERPs
•How your web pages are constructed
•How your web pages are lin...
Start with the end in mind
› Why do you want
people on your
site?
› Which types of
people do you
want?
› What sort of
sear...
Off-Page
› Activities outside
the boundaries of
your site
On-Page
› Activity within the
scope of your site
Your SEO Strate...
Content
› Everything you
create
Outreach
› Spreading your
message
Optimization
› Ensuring your
work helps meet
the goals
Y...
Content
› Everything you
create
Outreach
› Spreading your
message
Optimization
› Ensuring your
work helps meet
the goals
Y...
Research
/ Goals
Content
Optimization
Outreach
and Link
Building
Measuring
and
Interpreting
Results
Strategy
Refinement
Yo...
Research and Goals
DNN / Proprietary and Confidential. All Rights Reserved.11
Goals
Visitors
Behaviour
Keywords / Keyphras...
Research and Goals
DNN / Proprietary and Confidential. All Rights Reserved.12
Goals
Visitors
Behaviour
Keywords / Keyphras...
Research and Goals
DNN / Proprietary and Confidential. All Rights Reserved.13
Goals
Visitors
Behaviour
Keywords / Keyphras...
Research and Goals
DNN / Proprietary and Confidential. All Rights Reserved.14
Goals
Visitors
Behaviour
Keywords / Keyphras...
Measurement
Key Performance Indicators
› Search Engine Results Pages : SERPs
› Analytics – referral from search channels
›...
On-Page Ranking Factors
Content
Section headings
Text Content
Images
Title
Structure, content and keywords
URL
Structure, ...
Content Ranking Factors
• Readability/Indexability
› Uncloaked Content in simple HTML text / Simple layout
• H1..H2..H3..H...
Your website content can pass the SEO test (with flying colors) with
DNN’s CMS
Content Optimization with DNN
Related Blog Post
Read my related blog post:
10 Ways DNN Can Improve Your Website SEO
DNN / Proprietary and Confidential. ...
Improving On-Page Ranking with DNN
Edit Page => Page Settings
Controls:
› Page Title
› Page Description
› Page URL
Do
Use ...
Improving On-Page Ranking with DNN
Edit Page => Edit This Page
Working with the Editor
Use the Style dropdown to set
headi...
They’re only a line of text after all?
How URLs affect your Search Engine Rankings
DNN / Proprietary and Confidential. All...
Why URLs Matter
URLs are the glue that holds the Web together : of course they matter!
• Attributes must be difficult to s...
Search Optimized URLs
Simple
DNN / Proprietary and Confidential. All Rights Reserved.24
Static Hyphenated
Shareable Descri...
Leveraging DNN URL functionality
Customize URLs for pages
Edit Page => Page Settings
› Overwrite Page URL field
› Automati...
DNN URL Functionality – URL Providers
Extending DNN URLs
• Customization of URL functionality
• Appearance
• Redirects
• B...
DNN URL Functionality – Custom URLs and Redirects
Creation of custom URLs
• Redirects for legacy URLs
• Leveraging domain ...
Testing DNN URL Functionality
URL Testing Page
• Quick way to check URLs
• Evoq Solutions only
Check Custom URLs/ Redirect...
More On-Site SEO Tasks for DNN
DNN / Proprietary and Confidential. All Rights Reserved.29
Sitemaps Robots.txt 404 Page
Per...
Summary
SEO is an ongoing process – bursts of planting and periods of watering and weeding
Don‟t start the process without...
Ask on Twitter: @DNNCorp | @brucerchapman
For more information, read SEO-related posts on the DNN blog.
Questions?
DNN / P...
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How to Improve Your SEO with DNN

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DNN has a rich set of features to enable Search Engine Optimization (SEO). We have advanced URL’s, extension-less URLs, and HTTP 301 redirects.

But that’s not all. We also provide regular expression support, an Advanced URL management interface and a “test URL” function.

In this SlideShare, we cover:

1) What are on-page ranking factors and how they affect your SEO
2) Using DNN to improve on-page ranking factors
3) How URLs can affect your Search Engine Rankings
4) Using DNN URL functionality to rank your site higher in Search Results

Published in: Marketing
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  • Bruce, thanks, this is an excellent resource for Braveheart Women's IT team. With two decades of technical SEO field experience I was fascinated to see the depth of attention and detail put into DNN's design pertaining to SEO. I am so happy to see authentic SEO best practices baked-in to DNN! We appreciate it and we are very fortunate to be using DNN. Thanks for the great presentation!

    Best regards,

    Paul Bruemmer
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  • Click to edit Master text stylesSecond levelThird levelFourth levelFifth level
  • http://www.dnnsoftware.com/blog/cid/427236/10-ways-dnn-can-improve-your-website-seo
  • Ongoing process ; doing the planting, but also weeding, watering and fertilizingOn-page and off-page – some things are done on the site, other things are done on other peoples sites. Whatever is done should be informed by research and measurement – in the garden sense, what grows well in my climate and soil type? What has been growing well? What consistently fails?
  • Click to edit Master text stylesSecond levelThird levelFourth levelFifth level
  • Simple : plain and simple, no querstring parameters, strange ids, no programmatic relics hanging around [rivets in an interior]. Copy/Pasteable. As long as it needs to be to convey the key terms and no longerStatic : they don’t change, unless that is deliberate to pursue a new strategy.Hyphenated : any terms in the text are separated for easy parsing and understanding [search engines and people]Shareable: Easy to link ,easy to copy/paste. Social media and email, usable on mobile devicesSame Domain : No need for messing about with subdomains. More ranking pages on a domain gives that domain weight that carries to new pagesAlsoSingle case
  • Demo
  • Transcript of "How to Improve Your SEO with DNN"

    1. 1. Bruce Chapman Product Manager, DNN
    2. 2. About Me Product Manager for DNN Evoq Content Evoq in the Cloud Since 2012 Previously of iFinity Software DNN Ecosystem Vendor of SEO focussed products and services (est 2006-2012) Advised on numerous DNN sites SEO issues Still run multiple small-scale DNN sites for SEO research Twitter : @brucerchapman DNN Corp Blog : http://www.dnnsoftware.com/blog DNN / Proprietary and Confidential. All Rights Reserved.2
    3. 3. The Garden • 2011 › It‟s Done! DNN / Proprietary and Confidential. All Rights Reserved.3
    4. 4. The Garden • 2011 › It‟s Done! • 2014 › I need to start over again, this is not working The Message • SEO is never „done‟ DNN / Proprietary and Confidential. All Rights Reserved.4
    5. 5. Things that make a page rank AKA Ranking Factors for SERPs •How your web pages are constructed •How your web pages are linked to each other •Who else is linking to your web pages, and how they are linked DNN / Proprietary and Confidential. All Rights Reserved.5
    6. 6. Start with the end in mind › Why do you want people on your site? › Which types of people do you want? › What sort of search terms and phrases do they use? Your SEO Strategy DNN / Proprietary and Confidential. All Rights Reserved.6 Research / Goals Off-Page Content Outreach On-Page Optimization
    7. 7. Off-Page › Activities outside the boundaries of your site On-Page › Activity within the scope of your site Your SEO Strategy DNN / Proprietary and Confidential. All Rights Reserved.7 Research / Goals Off-Page Content Outreach On-Page Optimization
    8. 8. Content › Everything you create Outreach › Spreading your message Optimization › Ensuring your work helps meet the goals Your SEO Strategy DNN / Proprietary and Confidential. All Rights Reserved.8 Research / Goals Off-Page Content Outreach On-Page Optimization
    9. 9. Content › Everything you create Outreach › Spreading your message Optimization › Ensuring your work helps meet the goals Your SEO Strategy DNN / Proprietary and Confidential. All Rights Reserved.9 Research / Goals Off-Page Content Outreach On-Page Optimization
    10. 10. Research / Goals Content Optimization Outreach and Link Building Measuring and Interpreting Results Strategy Refinement Your SEO Strategy SEO: An ongoing process Mixture of On-Page and Off- Page Activities Must always be informed by Research and Measurement On-Page Optimization is vital DNN / Proprietary and Confidential. All Rights Reserved.10
    11. 11. Research and Goals DNN / Proprietary and Confidential. All Rights Reserved.11 Goals Visitors Behaviour Keywords / Keyphrases Visitor downloads a product brochure
    12. 12. Research and Goals DNN / Proprietary and Confidential. All Rights Reserved.12 Goals Visitors Behaviour Keywords / Keyphrases Visitor downloads a product brochure North Americans looking for a product
    13. 13. Research and Goals DNN / Proprietary and Confidential. All Rights Reserved.13 Goals Visitors Behaviour Keywords / Keyphrases Visitor downloads a product brochure North Americans looking for a product Online research before purchase
    14. 14. Research and Goals DNN / Proprietary and Confidential. All Rights Reserved.14 Goals Visitors Behaviour Keywords / Keyphrases Visitor downloads a product brochure North Americans looking for a product Online research before purchase“product X specs” “does X do Y” “X industry standards”
    15. 15. Measurement Key Performance Indicators › Search Engine Results Pages : SERPs › Analytics – referral from search channels › Webmaster Consoles (Google, Bing, etc.) - Ranking keywords - Search Terms - Indexed URLs - Key Terms indexed - On-Page content issues (duplicate titles, missing titles) DNN / Proprietary and Confidential. All Rights Reserved.15
    16. 16. On-Page Ranking Factors Content Section headings Text Content Images Title Structure, content and keywords URL Structure, content and keywords Example Awesome Cycles Road Series page DNN / Proprietary and Confidential. All Rights Reserved.16 H1 : Road Bike range from Awesome Cycles Randonneur koppenberg bahamontes autobus! Fred snob broom wagon, longo bruyneel danseuse belgium bartali dwars bike door vlaanderen. Gp ouest france road bikes plouay palmares nokere koerse. E3 prijs vlaanderen flanders shut up legs giro del friuli, gavia bidon leberg boonen driedaagse de panne-koksijde aerts, ullrich arriere du peloton bike. Tati vos belleville milan-san remo pedaling squares, paceline allez madone road bike caravane rund um koln van steenbergen. Lorem ipsum bunnyhop hampsten col de perjuret mmmaiko road bikes ritte, bettini sanchez hinault bartali trousselier. As the toto turns van road bike garderen, tilford bruges schleck belleville road bikes nitto lombardie. Road Bike image Alt: Road Bike Awesome Cycles Road Series Page Title: Road Bikes | Awesome Cycles Page Description: Awesome Cycles Road Series are the best Road Bikes available today. If your cycling is beginner, road or race the Road Series will provide the best Road Bike experience on the market.
    17. 17. Content Ranking Factors • Readability/Indexability › Uncloaked Content in simple HTML text / Simple layout • H1..H2..H3..Hn structure › Using headings to structure content • Keyword Density › Ratio of targeted key phrases to other words › Don‟t keyword stuff • Bold Keywords › Bolding using <strong> can help emphasize terms within a page • Alt text › All images should have meaningful descriptions containing the keywords DNN / Proprietary and Confidential. All Rights Reserved.17
    18. 18. Your website content can pass the SEO test (with flying colors) with DNN’s CMS Content Optimization with DNN
    19. 19. Related Blog Post Read my related blog post: 10 Ways DNN Can Improve Your Website SEO DNN / Proprietary and Confidential. All Rights Reserved.19 Click Here to Read the Post
    20. 20. Improving On-Page Ranking with DNN Edit Page => Page Settings Controls: › Page Title › Page Description › Page URL Do Use your researched keywords Put your keywords first in the Title Description <= 150 chars Don‟t Worry about „Keywords‟ Worry about „Page Name‟ for SEO DNN / Proprietary and Confidential. All Rights Reserved.20
    21. 21. Improving On-Page Ranking with DNN Edit Page => Edit This Page Working with the Editor Use the Style dropdown to set headings Use the Image Properties to set Alt text Do Keywords Keywords Keywords Don‟t Paste from MS Word Overdo the Keywords DNN / Proprietary and Confidential. All Rights Reserved.21
    22. 22. They’re only a line of text after all? How URLs affect your Search Engine Rankings DNN / Proprietary and Confidential. All Rights Reserved.22
    23. 23. Why URLs Matter URLs are the glue that holds the Web together : of course they matter! • Attributes must be difficult to spam › Duplicate Content : Single URLs › Unique items carry more weight • Links are important; URLs are Links › Keywords in links are important › Keywords in URLs are important • URLs are used by humans › Search is optimized…for humans
    24. 24. Search Optimized URLs Simple DNN / Proprietary and Confidential. All Rights Reserved.24 Static Hyphenated Shareable Descriptive Same Domain
    25. 25. Leveraging DNN URL functionality Customize URLs for pages Edit Page => Page Settings › Overwrite Page URL field › Automatically redirects old URLs Do • Use researched keywords • Use hyphens to separate • Keep it short and simple Don‟t • Unicode/Accented • Duplicate DNN / Proprietary and Confidential. All Rights Reserved.25
    26. 26. DNN URL Functionality – URL Providers Extending DNN URLs • Customization of URL functionality • Appearance • Redirects • Behaviour DNN / Proprietary and Confidential. All Rights Reserved.26 Providers: • Compiled Extensions • Able to override behaviour of modules • Not necessarily linked to modules http://dnnurlproviders.codeplex.com/
    27. 27. DNN URL Functionality – Custom URLs and Redirects Creation of custom URLs • Redirects for legacy URLs • Leveraging domain names • History of URLs used Do • Create redirects for old pages • Match old URLs to new content Don‟t • Duplicate URLs DNN / Proprietary and Confidential. All Rights Reserved.27 Read my related blog post: Understanding the SEO importance of Canonical Urls and Duplicate Content
    28. 28. Testing DNN URL Functionality URL Testing Page • Quick way to check URLs • Evoq Solutions only Check Custom URLs/ Redirects • Vital to test for SEO results DNN / Proprietary and Confidential. All Rights Reserved.28
    29. 29. More On-Site SEO Tasks for DNN DNN / Proprietary and Confidential. All Rights Reserved.29 Sitemaps Robots.txt 404 Page Performance Microformats Internal Links
    30. 30. Summary SEO is an ongoing process – bursts of planting and periods of watering and weeding Don‟t start the process without a strategy – including researched keywords and measurements For on-page optimization • DNN makes this easy • Spend effort on making pages tailored to specific terms • Take care with URLs – optimization and redirection Measure, tweak, measure, tweak SEO is a highly cost-effective long term strategy DNN / Proprietary and Confidential. All Rights Reserved.30
    31. 31. Ask on Twitter: @DNNCorp | @brucerchapman For more information, read SEO-related posts on the DNN blog. Questions? DNN / Proprietary and Confidential. All Rights Reserved.31
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