Optimizing SharePoint 2010websites for search engines        Waldek MastykarzSharePoint Server MVP - Mavention
Waldek Mastykarz•   mvp: SharePoint•   work: http://www.mavention.nl•   blog: http://blog.mastykarz.nl•   mail: waldek@mav...
Why this session• Increasing demand for websites on SP2010• Business questions if SEO can be done in  SharePoint• Building...
What’s in it for you• Learn what the common SEO challenges are  and what you can do about them• Deliver more value to your...
SEO + SEA = SEMSearch Engine MarketingSearch Engine   Search EngineOptimization     Advertising
It’s not only about technology             SEO       Content          Technology
HTML is the center of the universe       accessibilityux     html            seo       performance
Websites vs. PortalsPortals                             Websites          Requirements                         Requirement...
Crafting HTML•   Valid•   Semantic•   Accessible•   Well-performing•   Considerations    – HTML5    – Microdata (http://sc...
SharePoint 2010 SEO Challenges•   Page size (performance)•   302 redirects•   Case-insensitive URLs•   Automatic creation ...
Optimizing SharePoint 2010 HTML for            performance             Request      Response  Request                     ...
Optimizing request processing• Cache  – Browser (Client) Cache  – Output Cache  – Object Cache  – BLOB Cache• Code optimiz...
Optimizing response downloading•   Minimizing page size•   Minifying and merging JS and CSS files•   Using image sprites• ...
Minimizing page size• Authoring vs. browsing  – JavaScript  – CSS  – Ribbon  – Form tag  – Control Adapters
Minimizing page size• Challenges  – Forms     • Postback     • Controls  – Web Parts in content  – Scripts registration
demo• Different Master Pages for authoring and  publishing vs. content publishing capabilities
302 redirects•   /  Welcome Page•   302 = Temporarily moved•   Not followed by search engines•   Solutions    – HTTP Modu...
demo• Changing 302 to 301 with the IIS URL Rewrite  Module
Case-insensitive URLs• “Every page should be accessible using a  single URL only”  – Default.aspx vs. default.aspx• Soluti...
demo• Configuring canonical lowercase URLs with IIS  URL Rewrite Module
Automatic creation of Variation Sites             and Pages• Source page  variations• Seems convenient but useless in fac...
demo• Automatic vs. Manual Variations Creation
Hierarchical Titles•   “Every page should have a unique title”•   Page – Subsite – Site•   Support for paging•   Low perfo...
demo• Generating hierarchical titles
Meta tags• Used by search engines and apps• Tags  –   description  –   keywords  –   robots  –   app tags (facebook, etc.)...
demo• No-code approach to Meta Tags• Mavention Meta Fields
Robots.txt• Limited time• Hide what’s not important• Solutions  – Static file  – Mavention Robots.txt
demo• Creating robots.txt with SharePoint Designer• Mavention Robots.txt
Page not Found experience• By default  – Static HTML in LAYOUTS<lcid>• Wrong approach  – Client Redirect  – Changes URL in...
demo• SharePoint 2010 404 experience• Optimized 404 experience
XML Sitemap• Helps search engine discover content• Solutions  – IIS  – Services on the web  – PowerShell  – HTTP Handlers ...
demo• Generating XML Sitemap with IIS SEO Toolkit• Mavention XML Sitemap
Summary• Internet-facing websites != portals• SEO in SharePoint 2010 is possible• There is a solution for every challenge
Let’s suck less!                   Suck                   Dont suck
Optimizing SharePoint 2010 websites for search engines
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  • Prepare:http://spsnl (Firefox)http://spsnl/sites/s1http://spsnl/sites/s2IIS Managerhttp://ca/_admin/ServiceJobDefinitions.aspxSharePoint Designer
  • Doel SEM: bereik vergroten door het aantal bezoeken vanuit search te verhogenSEA: korte termijn; hoe meer geld hoe meer resultaat; snel resultaat; zodra je stopt, stopt het resultaatSEO: lange termijn; gedeeltelijk zelf in de hand; kost meer tijd maar resultaat duurt langer
  • SEO is vooral niet technisch:- requirements- content- ownershipHetzelfde requirements ongeacht CMSWaar moet je beginnen?
  • HTML is the language of the web and it’s the only way for you to tell a search engine about your website.
  • SharePoint is a platform that supports building both intranets and internets. Although it’s the same platform, both solutions are different and require a slightly different approach to get the most of both the solution and the platform.
  • Nothing to do with SharePoint. Valid and Semantic help search engine understand what your website is about. Accessible makes sure that search engine can access all the content and good performance allows search engines to get the content within the limited time that they have on the website.
  • Focus on first two. Last one depends on browser/OS/complexity of HTML and has no impact on SEO
  • - Browser cache is a good practice for visitors but not applicable from the SEO perspective as SEO is all about retrieving fresh pages
  • Demo: show two Master Pages, one without Form with editing in place and Web Parts in content
  • HTTP Module is custom code fired on each request so it may have performance impactAutomatically redirecting to welcome page using IIS URL Rewrite breaks SharePoint search crawler so use it on a separate zone
  • A common solution is to force all URLs to be lower-case. Limitation is when case-sensitive URLs are required eg. Bing Validation files.
  • Uses original language which is meaningless in the variationManual creation gets better results and more awareness but challenging when working with sites
  • Nodes order (bookmarks)Nodes separator (readability; screen readers)Paging (every page of an overview is a unique page)Manual: more control but more work. Is it worth the results? What about the context?
  • Search engines spend limited amount of time on a website so you want to ensure that they spend it on the right contentHiding content, not a security measure!!!Static file sufficient for most scenarios as robots.txt change rarely. Can be crafted using SharePoint DesignerMavention Robots.txt is a good solution if you can’t use SPD on your site and need to be able to manage the robots.txt file contents
  • Solution++ has nothing to do with SEO but improves the experience greatlyDemo:- Mavention.nl Web App Config Feature
  • IIS/Services on the web – no notion of SharePointIIS &amp; PowerShell – requires server accessHTTP Handlers – might result in timeouts on larger sites
  • Transcript of "Optimizing SharePoint 2010 websites for search engines"

    1. 1. Optimizing SharePoint 2010websites for search engines Waldek MastykarzSharePoint Server MVP - Mavention
    2. 2. Waldek Mastykarz• mvp: SharePoint• work: http://www.mavention.nl• blog: http://blog.mastykarz.nl• mail: waldek@mavention.nl• twitter: @waldekm
    3. 3. Why this session• Increasing demand for websites on SP2010• Business questions if SEO can be done in SharePoint• Building websites is different than portals
    4. 4. What’s in it for you• Learn what the common SEO challenges are and what you can do about them• Deliver more value to your customers• Build better websites• Developer-focused
    5. 5. SEO + SEA = SEMSearch Engine MarketingSearch Engine Search EngineOptimization Advertising
    6. 6. It’s not only about technology SEO Content Technology
    7. 7. HTML is the center of the universe accessibilityux html seo performance
    8. 8. Websites vs. PortalsPortals Websites Requirements Requirements HTML Functionality Functionality HTML
    9. 9. Crafting HTML• Valid• Semantic• Accessible• Well-performing• Considerations – HTML5 – Microdata (http://schema.org) – Importance vs. Visual flow
    10. 10. SharePoint 2010 SEO Challenges• Page size (performance)• 302 redirects• Case-insensitive URLs• Automatic creation of Variation Sites and Pages• Hierarchical titles• Meta tags• Robots.txt• Page not found (404) experience• XML Sitemap
    11. 11. Optimizing SharePoint 2010 HTML for performance Request Response Request Rendering processing downloading
    12. 12. Optimizing request processing• Cache – Browser (Client) Cache – Output Cache – Object Cache – BLOB Cache• Code optimization
    13. 13. Optimizing response downloading• Minimizing page size• Minifying and merging JS and CSS files• Using image sprites• Leveraging CDN• Acceleration tools
    14. 14. Minimizing page size• Authoring vs. browsing – JavaScript – CSS – Ribbon – Form tag – Control Adapters
    15. 15. Minimizing page size• Challenges – Forms • Postback • Controls – Web Parts in content – Scripts registration
    16. 16. demo• Different Master Pages for authoring and publishing vs. content publishing capabilities
    17. 17. 302 redirects• /  Welcome Page• 302 = Temporarily moved• Not followed by search engines• Solutions – HTTP Module – IIS URL Rewrite Module • http://blog.mastykarz.nl/sharepoint-redirects-revisited- 301-302/
    18. 18. demo• Changing 302 to 301 with the IIS URL Rewrite Module
    19. 19. Case-insensitive URLs• “Every page should be accessible using a single URL only” – Default.aspx vs. default.aspx• Solutions – HTTP Module – IIS URL Rewrite module – Canonical URL
    20. 20. demo• Configuring canonical lowercase URLs with IIS URL Rewrite Module
    21. 21. Automatic creation of Variation Sites and Pages• Source page  variations• Seems convenient but useless in fact – Solutions vs. Oplossingen• Considerations – Inconvenient Creating Variation Sites
    22. 22. demo• Automatic vs. Manual Variations Creation
    23. 23. Hierarchical Titles• “Every page should have a unique title”• Page – Subsite – Site• Support for paging• Low performance impact• Solutions – Crafting titles manually – Custom Control • http://blog.mastykarz.nl/hierarchical-titles-paged- overviews/
    24. 24. demo• Generating hierarchical titles
    25. 25. Meta tags• Used by search engines and apps• Tags – description – keywords – robots – app tags (facebook, etc.)• Solutions – No-code approach – Mavention Meta Fields • http://blog.mastykarz.nl/mavention-meta-fields-v1_1-no- jquery-release/
    26. 26. demo• No-code approach to Meta Tags• Mavention Meta Fields
    27. 27. Robots.txt• Limited time• Hide what’s not important• Solutions – Static file – Mavention Robots.txt
    28. 28. demo• Creating robots.txt with SharePoint Designer• Mavention Robots.txt
    29. 29. Page not Found experience• By default – Static HTML in LAYOUTS<lcid>• Wrong approach – Client Redirect – Changes URL in the address bar• Solution – HTTP Module
    30. 30. demo• SharePoint 2010 404 experience• Optimized 404 experience
    31. 31. XML Sitemap• Helps search engine discover content• Solutions – IIS – Services on the web – PowerShell – HTTP Handlers – Mavention XML Sitemap
    32. 32. demo• Generating XML Sitemap with IIS SEO Toolkit• Mavention XML Sitemap
    33. 33. Summary• Internet-facing websites != portals• SEO in SharePoint 2010 is possible• There is a solution for every challenge
    34. 34. Let’s suck less! Suck Dont suck

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