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 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 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 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-UShttp://localhost/Products.aspx?lang=en-US – New: http://localhost/en-US/Products.aspxhttp://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 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 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=&domai n=help.live.com&format=b1 http://help.live.com/help.aspx?mkt=en- us&project=wl_webmasters&querytype=&query=&tmt=&domai n=help.live.com&format=b1 Ask.com Webmaster Guidelines – http://about.ask.com/en/docs/about/webmasters.shtml http://about.ask.com/en/docs/about/webmasters.shtml Michal Neuwirth: michalne@kentico.commichalne@kentico.com

20. Q&A