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Search Engine Optimization for SharePoint
Ryan McIntyre, MCITP, MCPDNeudesic
Practice Director, Portals & CollaborationNovember 12, 2011
2
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/se
o does not exist!
Topics
• Public SEO, not SharePoint/FAST search SEO• SharePoint SEO• Real World Deployment Scenarios
SEO Lifecycle
Define Goals & Audience
Target Keywords
Platform / Content UpdatesInternet 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• 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• 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
