Search Engine Optimization for SharePoint

Ryan McIntyre, MCITP, MCPDNeudesic

Practice Director, Portals & CollaborationApril 14, 2012

Victory Lap- social event "SharePoint Victory Lap" Social Event for

SPSLA will be at: 5:30pm to 8pm at Di Piazzas (5205 E. Pacific Coast Hwy, 90804)

3

Core Lines of BusinessConsulting

Services

Products Solutions

Managed Services

Neudesic started its business providing best

of breed consulting services on the

Microsoft Platform.

As clients (our partners) began to ask us to do solve

similar problems to fill the gap,

Neudesic started packaging re-usable IP to save time and

money.

As we built trusted

partnerships with our customers, we’ve extended our services to

hosting and ongoing support

and administration.

Search Engine Optimization 101

• Search Engine Optimization == SEO• Wikipedia: Search engine optimization (SEO) is

the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results

• This is Art, not Science– http://technet.microsoft.com/en-us/sharepoint/seo

does not exist!

Topics

• Public SEO, not SharePoint/FAST search SEO• SharePoint SEO• Real World Deployment Scenarios

SEO LifecycleDefine Goals &

Audience

Target Keywords

Platform / Content Updates

Internet Updates

Measure Results & Adjust Plan

Business Drives SEO

• Business goals change, impacting SEO activities

• Keywords & Content must be updated to reflect business goals

• Perform necessary keyword research– Interview customers– Research related websites– Research tools

How Does SharePoint Help?

• Gives the business the tools they need to keep content fresh

• Ability to implement custom master pages & page layouts

• Flexible Platform

How Do We Help SharePoint?

• Site structure• Refresh content• “Light” home page• Link structure (rel=“no follow”)• Redirects: 302 (temp) BAD, 301 (perm) GOOD

Keywords

Research

Select Keywords &

Phrases

Optimize UsageMeasure

Adjust

Robots.txt

• AAA TripTik• Tells the crawler what to look at and what to

avoid– Review other sites robots.txt, such as

sharepoint.microsoft.com• Exclude search results and other non-content

pages

Sitemap.xml

• Tells the crawler which URLs to crawl• Keep up to date…Crawler’s don’t like being

lied to!

Single Topic Single URL

Courtesy of seomoz.org

Measure & Evaluate

• Webmaster tools (Google & Bing)• Search for “site:www.mysite.com” and review

results• IIS SEO Toolkit– Site Analysis Module– Sitemaps and Sitemap Indexes Module– Robots Exclusion Module

Demo

• Webmaster tools• IIS SEO Toolkit

Neudesic.com

• “Clean” master page• Simple content using CEWP’s & HTML• jQuery / Client Object Model used for

asynchronous loading• Keywords surrounding links• News feed on home page frequently updated• Reciprocated links with • No Flash / Silverlight

QuickStartOnlineServices.com

Microsoft Partner Network Site focusing on Online Services• Light-weight home page (HTML)• News feed on home page• No Flash / Silverlight

Resources• Generate Sitemap with PowerShell

http://blogs.msdn.com/b/opal/archive/2010/04/13/generate-sharepoint-2010-sitemap-with-windows-powershell.aspx

• IIS SEO Toolkithttp://www.iis.net/download/seotoolkit

• Webmaster Tools– Bing - http://www.bing.com/webmaster– Google - http://www.google.com/webmasters/tools/

• URL Rewrite Fix for 302 redirectshttp://blog.mastykarz.nl/sharepoint-redirects-revisited-301-302/

Resources (cont)• SharePoint SEO Code Packages– Meta-tag management: http

://blog.mastykarz.nl/easy-editing-meta-tags-publishing-pages-mavention-meta-fields/

– Meta-tag, Title, & Dynamic List/Library support: http://www.canviz.com/Canviz-Blog/Pages/BlogPost.aspx?pID=10

Ryan McIntyreryan.mcintyre@neudesic.com

http://blog.randomdust.com@ryanmcintyre

303-520-6337

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