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Search Engine Optimization with Kentico CMS

jules avatar
jules
20 diapositives · 372 Views · Jul 22, 2013

Search Engine Optimization (SEO) as a crucial set of activities aimed at enhancing website visibility across search engines. This guide, presented by Michal Neuwirth, Product Manager at Kentico Software, provides clear recommendations tailored for optimal performance in Kentico CMS. Learn about the importance of keywords, unique page titles, proper linking strategies, and maintaining up-to-date content. Understand the nuances of SEO, including search algorithm behaviors, and how to leverage tools effectively for sustainable website traffic growth.

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  1. Search Engine Optimization Michal Neuwirth Product Manager – Kentico Software s.r.o.

  2. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO

  3. SEO the basics • IS NOT • … a magic tool that guarantees a #1 rank in the search engine • … an AI that works without your help and inputs • IS • … is a set of activities that you can perform to increase the number of visitors who come to your website via search engines • … requires a patience as it’s a long time running process • … includes Developers, IT Pros, Marketers, Designers, PRs, Content Editors and other stuff

  4. How does it work? Search engine Search ranking algorithm (black box)

  5. Don’t forget • … each search engine has it’s own specific search engine algorithm • They will not open their secrets, but they provide recommendations • … you never know when an existing search engine algorithm is going to morph into something different! • … search engines don’t like tricks and hacks • … the most important part of all SEO tactics is up-to-date content!

  6. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO

  7. Content I. • Search engines are “text” based automats • They don’t understand graphics/multimedia/flash/etc. • Search engines repeatedly visit your web to check for a new content • and the engine remember how often you are adding a new content • Keywords • Identify the “right words” and use them properly in the content • Include keywords in links wherever possible

  8. Content II. • Page title • The most visible text • Use unique names for each title • Invisible information: • meta keywords tag, meta description tag and ALT image tags • meta keyword tags are often IGNORED by the engines

  9. Content III. • Search engines look for the header texts and index their content • Make sure your company name exists in text form once on every page • Don’t duplicate content • Canonical issue • Two or more different URLs lead to the same content (e.g. index.aspx, main.aspx & default.aspx) • Use 301 instead of 302 redirection

  10. Linking … • Search engines look for links leading to your website • Engines read content of the linking page • Don’t use “links directories” as the engines hate them • Page rank is based on the quantity and quality of both incoming and outgoing links • Use internal links to “navigate” to any important content on your website

  11. Other SEO features • Friendly names • http://mysite.com/getproduct.aspx?id=1238973 • http://mysite.com/products/computers/My-computer.aspx • Sitemap • Robots.txt • To exclude stub pages • Flash • Provide alternate content for Flash • AJAX • Prepare URLs for AJAX activity

  12. Search Engine Optimization • SEO Overview • SEO Recommendations • Kentico CMS & SEO

  13. Metadata • Document -> Properties -> Metadata

  14. Document aliases • Document -> Properties -> URLs

  15. SEO settings

  16. Other supported features • How to handle Robots.txt file • http://devnet.kentico.com/Blogs/Martin-Hejtmanek/September-2010/DIY--How-to-handle-robots-txt-and-favicon-ico-in-t.aspx • Canonical links • http://devnet.kentico.com/Blogs/Martin-Hejtmanek/January-2010/SEO-tip--Canonical-link-elements-in-Kentico-CMS.aspx

  17. Coming in Kentico CMS 6.0 • Language prefixes • Old: http://localhost/Products.aspx?lang=en-US • New: http://localhost/en-US/Products.aspx • External/internal search Keywords statistics • Preparing SEO testing tool which checks selected document against several SEO recommendations

  18. SEO - summary • SEO is not a magic tool, it’s an on-going process • SEO is set of recommended activities • The most important part of SEO is up-to-date content • Kentico CMS supports SEO in several ways

  19. Links … • Google Webmaster Guidelines • http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769 • Yahoo! Webmaster Guidelines • http://help.yahoo.com/l/us/yahoo/search/basics/basics-18.html • Bing Webmaster Guidelines • http://help.live.com/help.aspx?mkt=en-us&project=wl_webmasters&querytype=&query=&tmt=&domain=help.live.com&format=b1 • Ask.com Webmaster Guidelines • http://about.ask.com/en/docs/about/webmasters.shtml • Michal Neuwirth: michalne@kentico.com

  20. Q&A