how to improve your seo with dnn

Bruce ChapmanProduct Manager, DNN

DNN / Proprietary and Confidential. All Rights Reserved.2

About Me

Product Manager for DNN

Evoq Content

Evoq in the Cloud

Since 2012

Previously of iFinity Software

DNN Ecosystem Vendor of SEO focussed products and services

(est 2006-2012)

Advised on numerous DNN sites SEO issues

Still run multiple small-scale DNN sites for SEO research

Twitter : @brucerchapman

DNN Corp Blog : http://www.dnnsoftware.com/blog

http://www.dnnsoftware.com/solutions/evoq-content-management-system?utm_source=slideshare&utm_medium=text-link&utm_campaign=slideshare-brucerchapman&utm_content=slideshare-how-to-improve-seo-with-dnn

http://twitter.com/brucerchapman


http://www.dnnsoftware.com/blog?utm_source=slideshare&utm_medium=text-link&utm_campaign=slideshare-brucerchapman&utm_content=slideshare-how-to-improve-seo-with-dnn


The Garden

• 2011

› It’s Done!


The Garden

• 2011

› It’s Done!

• 2014

› I need to start over again, this is not working

The Message• SEO is never

‘done’


Things that make a page rank

AKA Ranking Factors for SERPs

• How your web pages are constructed

• How your web pages are linked to each other

• Who else is linking to your web pages, and how they are linked


Start with the end in mind

› Why do you want people on your site?

› Which types of people do you want?

› What sort of search terms and phrases do they use?

Your SEO Strategy

Research / Goals

Off-Page

Content Outreach

On-Page

Optimization


Off-Page

› Activities outside the boundaries of your site

On-Page

› Activity within the scope of your site

Your SEO Strategy

Research / Goals

Off-Page

Content Outreach

On-Page

Optimization


Content

› Everything you create

Outreach

› Spreading your message

Optimization

› Ensuring your work helps meet the goals

Your SEO Strategy

Research / Goals

Off-Page

Content Outreach

On-Page

Optimization


Research / Goals

Content Optimization

Outreach and Link Building

Measuring and

Interpreting Results

Strategy Refinement

Your SEO Strategy

SEO: An ongoing process

Mixture of On-Page and Off-Page Activities

Must always be informed by Research and Measurement

On-Page Optimization is vital


Research and Goals

Goals

Visitors

Behaviour

Keywords / Keyphrases

Visitor downloads a

product brochure


Research and Goals

Goals

Visitors

Behaviour


Visitor downloads a

product brochure

North Americans

looking for a product


Research and Goals

Goals

Visitors

Behaviour


Visitor downloads a

product brochure

North Americans


Online research before

purchase


Research and Goals

Goals

Visitors

Behaviour


Visitor downloads a

product brochure

North Americans


Online research before

purchase“product X specs”

“does X do Y”“X industry standards”


Measurement

Key Performance Indicators› Search Engine Results Pages : SERPs› Analytics – referral from search channels› Webmaster Consoles (Google, Bing, etc.)

- Ranking keywords- Search Terms- Indexed URLs- Key Terms indexed- On-Page content issues (duplicate titles, missing titles)


On-Page Ranking Factors

Content

Section headings

Text Content

Images

Title

Structure, content and keywords

URL

Structure, content and keywords

Example

Awesome Cycles Road Series page

H1 : Road Bike range from Awesome Cycles

Randonneur koppenberg bahamontes autobus! Fred snob broom wagon, longo bruyneel danseuse belgium bartali dwars bike door vlaanderen.

Gp ouest france road bikes plouay palmares nokere koerse. E3 prijs vlaanderen flanders shut up legs giro del friuli, gavia bidon leberg boonen driedaagse de panne-koksijde aerts, ullrich arriere du peloton bike. Tati vos belleville milan-san remo pedaling squares, paceline allez madone road bike caravane rund um koln van steenbergen.

Lorem ipsum bunnyhop hampsten col de perjuret mmmaiko road bikes ritte, bettini sanchez hinault bartali trousselier. As the toto turns van road bike garderen, tilford bruges schleck belleville road bikes nitto lombardie.

Road Bike image

Alt: Road Bike Awesome Cycles Road Series

Page Title: Road Bikes | Awesome Cycles

Page Description: Awesome Cycles Road Series are the best Road Bikes available today. If your cycling is beginner, road or race the Road Series will provide the best Road Bike experience on the market.


Content Ranking Factors

• Readability/Indexability

› Uncloaked Content in simple HTML text / Simple layout

• H1..H2..H3..Hn structure

› Using headings to structure content

• Keyword Density

› Ratio of targeted key phrases to other words› Don’t keyword stuff

• Bold Keywords

› Bolding using <strong> can help emphasize terms within a page

• Alt text

› All images should have meaningful descriptions containing the keywords

Your website content can pass the SEO test (with flying colors) with DNN’s CMS

Content Optimization with DNN


Related Blog Post

Read my related blog post:

10 Ways DNN Can Improve Your Website SEO

Click Hereto

Read the Post

http://www.dnnsoftware.com/blog/cid/427236/10-ways-dnn-can-improve-your-website-seo?utm_source=slideshare&utm_medium=text-link&utm_campaign=slideshare-brucerchapman&utm_content=slideshare-how-to-improve-seo-with-dnn


Improving On-Page Ranking with DNN

Edit Page => Page Settings

Controls:

› Page Title› Page Description› Page URL

Do

Use your researched keywords

Put your keywords first in the Title

Description <= 150 chars

Don’t

Worry about ‘Keywords’

Worry about ‘Page Name’ for SEO


Improving On-Page Ranking with DNN

Edit Page => Edit This Page

Working with the Editor

Use the Style dropdown to set headings

Use the Image Properties to set Alt text

Do

Keywords Keywords Keywords

Don’t

Paste from MS Word

Overdo the Keywords

They’re only a line of text after all?

How URLs affect your Search Engine Rankings


Why URLs Matter

URLs are the glue that holds the Web together : of course they matter!• Attributes must be difficult to spam

› Duplicate Content : Single URLs› Unique items carry more weight

• Links are important; URLs are Links

› Keywords in links are important› Keywords in URLs are important

• URLs are used by humans

› Search is optimized…for humans


Search Optimized URLs

Simple Static Hyphenated

Shareable Descriptive Same Domain


Leveraging DNN URL functionality

Customize URLs for pages

Edit Page => Page Settings

› Overwrite Page URL field› Automatically redirects old

URLs

Do

• Use researched keywords

• Use hyphens to separate

• Keep it short and simple

Don’t

• Unicode/Accented

• Duplicate


DNN URL Functionality – URL Providers

Extending DNN URLs

• Customization of URL functionality

• Appearance

• Redirects

• Behaviour

Providers:

• Compiled Extensions

• Able to override behaviour of modules

• Not necessarily linked to modules

http://dnnurlproviders.codeplex.com/

http://dnnurlproviders.codeplex.com/


DNN URL Functionality – Custom URLs and Redirects

Creation of custom URLs

• Redirects for legacy URLs

• Leveraging domain names

• History of URLs used

Do

• Create redirects for old pages

• Match old URLs to new content

Don’t

• Duplicate URLs

Read my related blog post:Understanding the SEO importance of Canonical Urls and Duplicate Content

http://www.dnnsoftware.com/community-blog/cid/153615/understanding-the-seo-importance-of-canonical-urls-and-duplicate-content?utm_source=slideshare&utm_medium=text-link&utm_campaign=slideshare-brucerchapman&utm_content=slideshare-how-to-improve-seo-with-dnn


Testing DNN URL Functionality

URL Testing Page

• Quick way to check URLs

• Evoq Solutions only

Check Custom URLs/ Redirects

• Vital to test for SEO results


More On-Site SEO Tasks for DNN

Sitemaps Robots.txt 404 Page

Performance Microformats

Internal Links


Summary

SEO is an ongoing process – bursts of planting and periods of watering and weeding

Don’t start the process without a strategy – including researched keywords and measurements

For on-page optimization

• DNN makes this easy

• Spend effort on making pages tailored to specific terms

• Take care with URLs – optimization and redirection

Measure, tweak, measure, tweak

SEO is a highly cost-effective long term strategy

Ask on Twitter: @DNNCorp | @brucerchapman

For more information, read SEO-related posts on the DNN blog.

Questions?


http://twitter.com/DNNCorp

http://twitter.com/DNNCorp



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