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Slide deck from DotNetNuke SEO (Search Engine Optimization) webinar I presented with Tom Kraak.

Slide deck from DotNetNuke SEO (Search Engine Optimization) webinar I presented with Tom Kraak.

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DotNetNuke SEO Presentation Transcript

  • 1. DOTNETNUKE SEO
    … a spotlight series webinar
    Nik Kalyani
    DNN Corp.
    Feature Expert:Tom Kraak
    Seablick Consulting
    Twitter: #dnn
  • 2. Technology entrepreneur for over 15 years
    Co-founder of DotNetNuke Corp.
    Microsoft MVP since 2004
    Blog: techbubble.net
    Twitter: @techbubble
    ABOUT
    presenters
    nikKALYANI
    tom KRAAK
    • Working on the Web in various roles since 2000
    • 3. Founded DNN-focused Seablick Consulting in 2005
    • 4. Co-host of DNNVoicePodCast
    • 5. Co-founder of CT DNN user group
    • 6. Blog: seablick.com/blog
    • 7. Twitter: @tkraak
  • Concepts: Search Engine 101
    Insights: DotNetNuke SEO
    Answers: Audience Questions
    AGENDA
  • 8. CONCEPTS: SEO
      
  • 9. 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)
    Better search results = happier searchers
    Happier searchers = more search/repeat usage
    More search usage = more inventory
    More inventory = more opportunity to sell advertising
    SEARCH ENGINE 101
    concepts
  • 10. SEARCH ENGINE WORKFLOW
    concepts
    Web
    Page
    Link
    Web
    Page
    Link
    Web
    Page
    Link
    Web
    Page
    Link
    Web
    Page
    Link
    Web
    Page
    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)
    Cached Pages
    In Database
    Update &
    Refresh
    Schedule
    News
    (hourly)
    INDEXWeb Page
    Content
    Crawl Site +
    Sitemap.xml
    Business Rules
    Algorithm
    Ancillary
    Data Sources
    Fresh
    (recent)
    Local Content
    (standard update)
    Foundation Database
    (standard update)
  • 11. Spiders can:
    Read meta tags, title tags and HTML content.
    Read URL’s (some read past a ? variable, some don’t).
    Read some dynamic content.
    Follow links throughout the site if built into page.
    Look for STRONG uses of keywords.
    Look for CONTEXT
    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 & CRAWLERS
    concepts
  • 12. WHAT IS SERP?
    concepts
    SERP = Search Engine Results Page
    Paid
    Results
    Organic Results
    Paid
    Results
  • 13. 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 RANKING
    concepts
  • 14. RANKING
    concepts
    Popularity
    (Link
    Analysis)
    Relevance
    (Document
    Analysis)
    RANKING
  • 15. 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
  • 16. On-page = Content and structure of site
    Off-page = Relationship of site with other sites
    ON-PAGE VS. OFF-PAGE
    concepts
  • 17. Using SEO best-practices you can ensure that your website’s rank on SERP for relevant keywords is high
    GET FOUND!
    WHY SEO?
    concepts
  • 18. INSIGHTS: DOTNETNUKE SEO
      
  • 19. Follow web standards for skin development
    Separate content from presentation with CSS
    Use CSS for page layout
    Semantic containers – H2, H3 for module titles
    Write valid (X)HTML and CSS
    SE-friendly menus to increase “crawlability”
    Emit plain HTML links vs. JavaScript-driven links
    SKINS & NAVIGATION
    insights
  • 20. PAGE SETTINGS
    insights
  • 21. Make your brand stand out
    Incorporate keywords
    Be aware of character limits
    Target searcher intent
    Repeat in headline
    PAGE TITLES
    insights
  • 22. Describe page content honestly
    Be aware of character limits
    Write ad-like copy
    Incorporate keywords and phrases
    Don’t always write meta descriptions
    PAGE DESCRIPTIONS
    insights
  • 23. 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
    MODULES
    insights
  • 24. Use keywords and phrases in header tags
    Place important content in HTML text
    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 CONTENT
    insights
  • 25. Describe your content
    Keep it short
    Rewrite dynamic URLs to appear static
    Separate with hyphens
    Cut down on duplicate (home) pages
    FRIENDLY URLS
    insights
  • 26. 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
    Site: robots.txt
    Page: <meta name="ROBOTS“ content="NOINDEX">
    Point to XML sitemap
    ROBOTS EXCLUSION PROTOCOL
    insights
  • 27. SITE SETTINGS
    insights
  • 28. 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 SITEMAP
    insights
  • 29. 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 TIPS
    insights
  • 30. ANSWERS: AUDIENCE QUESTIONS
     
  • 31. RESOURCES
    insights
    nikKALYANI
    tom KRAAK
    • Blog: techbubble.net
    • 32. Twitter: @techbubble
    • 33. Blog: seablick.com/blog
    • 34. Twitter: @tkraak
    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