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
• 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
• Canonical links
– 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-US
– New: http://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
• Yahoo! Webmaster Guidelines
– 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
• Ask.com Webmaster Guidelines
– http://about.ask.com/en/docs/about/webmasters.shtml
• Michal Neuwirth: michalne@kentico.com

20. Q&A