DotNetNuke SEO


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

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DotNetNuke SEO

  1. 1. DOTNETNUKE SEO<br />… a spotlight series webinar<br />Nik Kalyani<br />DNN Corp.<br />Feature Expert:Tom Kraak<br />Seablick Consulting<br />Twitter: #dnn<br />
  2. 2. Technology entrepreneur for over 15 years<br />Co-founder of DotNetNuke Corp.<br />Microsoft MVP since 2004<br />Blog: <br />Twitter: @techbubble<br />ABOUT<br />presenters<br />nikKALYANI<br />tom KRAAK<br /><ul><li>Working on the Web in various roles since 2000
  3. 3. Founded DNN-focused Seablick Consulting in 2005
  4. 4. Co-host of DNNVoicePodCast
  5. 5. Co-founder of CT DNN user group
  6. 6. Blog:
  7. 7. Twitter: @tkraak</li></li></ul><li>Concepts: Search Engine 101<br />Insights: DotNetNuke SEO<br />Answers: Audience Questions<br />AGENDA<br />
  8. 8. CONCEPTS: SEO<br />  <br />
  9. 9. Search engines are the #1 driver of website traffic for most industries<br />The #1 goal of SE’s is to try to provide the best results based on limited information (1-4 keywords)<br />Better search results = happier searchers<br />Happier searchers = more search/repeat usage<br />More search usage = more inventory<br />More inventory = more opportunity to sell advertising<br />SEARCH ENGINE 101<br />concepts<br />
  10. 10. SEARCH ENGINE WORKFLOW<br />concepts<br />Web<br />Page<br />Link<br />Web<br />Page<br />Link<br />Web<br />Page<br />Link<br />Web<br />Page<br />Link<br />Web<br />Page<br />Link<br />Web<br />Page<br />Search bots (a.k.a. spiders or crawlers) follow links <br />and return information to for the search engine index<br />( lists 298 bots)<br />Cached Pages<br />In Database<br />Update &<br />Refresh<br />Schedule<br />News<br />(hourly)<br />INDEXWeb Page <br />Content<br />Crawl Site +<br />Sitemap.xml<br />Business Rules<br />Algorithm<br />Ancillary <br />Data Sources<br />Fresh<br />(recent)<br />Local Content<br />(standard update)<br />Foundation Database<br />(standard update)<br />
  11. 11. Spiders can:<br />Read meta tags, title tags and HTML content.<br />Read URL’s (some read past a ? variable, some don’t).<br />Read some dynamic content.<br />Follow links throughout the site if built into page.<br />Look for STRONG uses of keywords.<br />Look for CONTEXT<br />Look for block of related text, pages with single themes, etc.<br />Spiders can only return what they can read and find<br />Our job is to help them find the right information in the right format<br />SPIDERS, BOTS & CRAWLERS<br />concepts<br />
  12. 12. WHAT IS SERP?<br />concepts<br />SERP = Search Engine Results Page<br />Paid<br />Results<br />Organic Results<br />Paid<br />Results<br />
  13. 13. Eye-tracking data shows top 1-3 items on a SERP get most users’ attention<br />Page Rank is very IMPORTANT<br />Users seldom look past Page One of results<br />IMPORTANCE OF SERP RANKING<br />concepts<br />
  14. 14. RANKING<br />concepts<br />Popularity<br />(Link<br />Analysis)<br />Relevance<br />(Document<br />Analysis)<br />RANKING<br />
  15. 15. Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; (&quot;organic&quot; or &quot;algorithmic&quot;) search results.<br />-- Wikipedia <br />WHAT IS SEO?<br />concepts<br />
  16. 16. On-page = Content and structure of site<br />Off-page = Relationship of site with other sites<br />ON-PAGE VS. OFF-PAGE<br />concepts<br />
  17. 17. Using SEO best-practices you can ensure that your website’s rank on SERP for relevant keywords is high<br />GET FOUND!<br />WHY SEO?<br />concepts<br />
  18. 18. INSIGHTS: DOTNETNUKE SEO<br />  <br />
  19. 19. Follow web standards for skin development<br />Separate content from presentation with CSS<br />Use CSS for page layout<br />Semantic containers – H2, H3 for module titles<br />Write valid (X)HTML and CSS<br />SE-friendly menus to increase “crawlability”<br />Emit plain HTML links vs. JavaScript-driven links<br />SKINS & NAVIGATION<br />insights<br />
  20. 20. PAGE SETTINGS<br />insights<br />
  21. 21. Make your brand stand out<br />Incorporate keywords<br />Be aware of character limits<br />Target searcher intent<br />Repeat in headline<br />PAGE TITLES<br />insights<br />
  22. 22. Describe page content honestly<br />Be aware of character limits<br />Write ad-like copy<br />Incorporate keywords and phrases<br />Don’t always write meta descriptions<br />PAGE DESCRIPTIONS<br />insights<br />
  23. 23. Watch for proper internal linking and URLs<br />Check for standards-compliant HTML and CSS<br />Avoid JavaScript/Ajax/Flash for content delivery<br />Press for control over HTML meta tags<br />No Black Hat, no Gray Hat<br />MODULES<br />insights<br />
  24. 24. Use keywords and phrases in header tags<br />Place important content in HTML text<br />DNN5 RelocationWidget moves content higher<br />Write semantically meaningful markup<br />Know limits of WYSIWYG editors<br />Pay attention to links and avoid LinkClick.aspx<br />Watch for duplicate content<br />OPTIMIZE PAGE CONTENT<br />insights<br />
  25. 25. Describe your content<br />Keep it short<br />Rewrite dynamic URLs to appear static<br />Separate with hyphens<br />Cut down on duplicate (home) pages<br />FRIENDLY URLS<br />insights<br />
  26. 26. Use as base<br />Block printer-friendly, landing, and “throw-away” pages <br />Disallow “Privacy Statement” and “Terms of Use”<br />Choose between site and page level exclusion<br />Site: robots.txt<br />Page: &lt;meta name=&quot;ROBOTS“ content=&quot;NOINDEX&quot;&gt; <br />Point to XML sitemap<br />ROBOTS EXCLUSION PROTOCOL<br />insights<br />
  27. 27. SITE SETTINGS<br />insights<br />
  28. 28. Recognize limitations of DNN’s sitemap.aspx<br />Use third-party tools or modules/providers to generate sitemap file<br />Submit to all major search engines<br />XML SITEMAP<br />insights<br />
  29. 29. Attract editorial, one-way incoming links with link-worthy content<br />Approach associations and business partners for link opportunities<br />Take advantage of social networks<br />Submit to quality, industry-specific (paid) directories<br />OFF-PAGE SEO TIPS<br />insights<br />
  30. 30. ANSWERS: AUDIENCE QUESTIONS<br /> <br />
  31. 31. RESOURCES<br />insights<br />nikKALYANI<br />tom KRAAK<br /><ul><li>Blog:
  32. 32. Twitter: @techbubble
  33. 33. Blog:
  34. 34. Twitter: @tkraak</li></ul><br /><br /><br /><br /><br /><br /><br />