optimizing sharepoint 2013 public-facing websites for internet search engines
TRANSCRIPT
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Optimizing SharePoint 2013 public-facing websites for Internet search engines
Waldek MastykarzSharePoint Server MVP
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Waldek Mastykarz
SharePoint MVPDeveloper at Maventionhttp://www.mavention.comhttp://blog.mastykarz.nl@waldekm
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Overview
Setting the expectationsClient-side rendering and public-
facing websitesUsing SharePoint 2013 SEO featuresOptimizing SPA public-facing
websites for Internet search enginesResources
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Setting the expectations
SEO in SharePoint 2013 possible but requires effort and trade-offs
SEO must be a part of the project from the beginning
Perception Cannot use everything from SharePoint
on a website WYSIWYG vs. WYGIWYW
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Recommended process
•Responsive or mobile website?
•Schema.org or not?
•Accessibility
•Progressive enhancement
Requirements
•Verify that HTML supports all requirements
•Verify cross-device and browser support
•Sign-off with customer
Static HTML prototype
•Aim for 100% alignment with static HTML prototype
SharePoint website
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HTML-first
Building public-facing websites requires different approach than building intranets
Clean and semantic HTML is necessary It’s what is indexed It influences the ranking of your
website It’s not what SharePoint 2013 renders
by defaultTip: Leverage Device Channels to
gain control over HTML
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Client-side rendering and public-facing websites SEO requires Search-driven publishing
Content aggregations with Friendly URLs possible only via search
XML Sitemap built using Search Search uses client-side rendering by
default Client-side rendering is JavaScript and is
not indexed by Internet search engines Exposes internal information
User account names
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Client-side rendering and public-facing websitesSharePoint 2013 uses fallback
server-side rendering for search bots XSLT-based Default rendering using tables Customizable but doubles the effort Doesn’t support paging out-of-the-box
Tip: Always use server-side rendering on public-facing websites
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SharePoint 2013 SEO featuresFriendly URLsXML Sitemap & Robots.txtSEO Properties
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Friendly URLs
Part of Managed NavigationBenefits
Decouple physical site structure from navigation
Clean and extension-less URLsConsequences
Content aggregations possible only using search
Risk of content duplication
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XML Sitemap & Robots.txt
Automatically generated using Search
Require content to be crawledRequire anonymous accessEnabled per Site CollectionNo support for relevance and crawl
rate
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SEO Properties
Browser TitleMeta DescriptionRobots noindexCanonical URL
Works partially
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Why building public websites as SPA?PerformanceUser Experience
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SPAs & SEO
Single Page Application = JavaScript-based rendering
JavaScript is not indexed by Internet search engines
Tip: Google guidance for optimizing SPAs for Internet search engines
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SEO Requirements for SPAs
Each dynamic state must be retrievable statically
SPA must accept states via the _escaped_fragment_ query string parameter
Basically requires you to build your website twice
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SharePoint SPAs & SEO recipe Build static website Build SPA on top Add support for _escaped_fragment_
using an HTTP Module Rewrite URLs in all pages Rewrite Canonical URL Rewrite URLs in XML Sitemap Tip: Use a separate Device Channel to
avoid unnecessary postprocessing
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Resources SharePoint 2013 SEO white-paper
http://www.microsoft.com/en-us/download/confirmation.aspx?id=40848
Google guidance of optimizing SPAs for Internet search engineshttps://developers.google.com/webmasters/ajax-crawling/
SEOhttp://blog.mastykarz.nl/tag/seo/
Maventionhttp://www.mavention.com
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Thank you for attending!
Waldek MastykarzSharePoint Server MVPhttp://blog.mastykarz.nl | @waldekm