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DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
DotNetNuke SEO
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DotNetNuke SEO

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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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  • 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. Technology entrepreneur for over 15 years<br />Co-founder of DotNetNuke Corp.<br />Microsoft MVP since 2004<br />Blog: techbubble.net <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. 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</li></li></ul><li>Concepts: Search Engine 101<br />Insights: DotNetNuke SEO<br />Answers: Audience Questions<br />AGENDA<br />
  • 8. CONCEPTS: SEO<br />  <br />
  • 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. 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 />(www.robotstxt.org lists 298 bots)<br />Cached Pages<br />In Database<br />Update &amp;<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. 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 &amp; CRAWLERS<br />concepts<br />
  • 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. 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. RANKING<br />concepts<br />Popularity<br />(Link<br />Analysis)<br />Relevance<br />(Document<br />Analysis)<br />RANKING<br />
  • 15. Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &amp;quot;natural&amp;quot; (&amp;quot;organic&amp;quot; or &amp;quot;algorithmic&amp;quot;) search results.<br />-- Wikipedia <br />WHAT IS SEO?<br />concepts<br />
  • 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. 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. INSIGHTS: DOTNETNUKE SEO<br />  <br />
  • 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 &amp; NAVIGATION<br />insights<br />
  • 20. PAGE SETTINGS<br />insights<br />
  • 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. 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. 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. 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. 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. Use dotnetnuke.com/robots.txt 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: &amp;lt;meta name=&amp;quot;ROBOTS“ content=&amp;quot;NOINDEX&amp;quot;&amp;gt; <br />Point to XML sitemap<br />ROBOTS EXCLUSION PROTOCOL<br />insights<br />
  • 27. SITE SETTINGS<br />insights<br />
  • 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. 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. ANSWERS: AUDIENCE QUESTIONS<br /> <br />
  • 31. RESOURCES<br />insights<br />nikKALYANI<br />tom KRAAK<br /><ul><li>Blog: techbubble.net
  • 32. Twitter: @techbubble
  • 33. Blog: seablick.com/blog
  • 34. Twitter: @tkraak</li></ul>google.com/support/webmasters/<br />help.yahoo.com/l/us/yahoo/search/webmaster/<br />webmaster.live.com<br />seomoz.org<br />seobook.com<br />searchengineland.com<br />seablick.com/blog/seo<br />

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