DNN has a rich set of features to enable Search Engine Optimization (SEO). We have advanced URL’s, extension-less URLs, and HTTP 301 redirects. But that’s not all. We also provide regular expression support, an Advanced URL management interface and a “test URL” function. In this SlideShare, we cover: 1) What are on-page ranking factors and how they affect your SEO 2) Using DNN to improve on-page ranking factors 3) How URLs can affect your Search Engine Rankings 4) Using DNN URL functionality to rank your site higher in Search Results

1. Bruce Chapman
Product Manager, DNN

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
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3. The Garden
• 2011
› It‟s Done!
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4. The Garden
• 2011
› It‟s Done!
• 2014
› I need to start
over again, this is
not working
The Message
• SEO is never
„done‟
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5. 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
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6. 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
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Research / Goals
Off-Page
Content Outreach
On-Page
Optimization

7. Off-Page
› Activities outside
the boundaries of
your site
On-Page
› Activity within the
scope of your site
Your SEO Strategy
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Research / Goals
Off-Page
Content Outreach
On-Page
Optimization

8. Content
› Everything you
create
Outreach
› Spreading your
message
Optimization
› Ensuring your
work helps meet
the goals
Your SEO Strategy
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Research / Goals
Off-Page
Content Outreach
On-Page
Optimization

9. Content
› Everything you
create
Outreach
› Spreading your
message
Optimization
› Ensuring your
work helps meet
the goals
Your SEO Strategy
DNN / Proprietary and Confidential. All Rights Reserved.9
Research / Goals
Off-Page
Content Outreach
On-Page
Optimization

10. 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
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11. Research and Goals
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Goals
Visitors
Behaviour
Keywords / Keyphrases
Visitor
downloads a
product
brochure

12. Research and Goals
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Goals
Visitors
Behaviour
Keywords / Keyphrases
Visitor
downloads a
product
brochure
North
Americans
looking for a
product

13. Research and Goals
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Goals
Visitors
Behaviour
Keywords / Keyphrases
Visitor
downloads a
product
brochure
North
Americans
looking for a
product
Online
research
before
purchase

14. Research and Goals
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Goals
Visitors
Behaviour
Keywords / Keyphrases
Visitor
downloads a
product
brochure
North
Americans
looking for a
product
Online
research
before
purchase“product X
specs”
“does X do Y”
“X industry
standards”

15. 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)
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16. 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
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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.

17. 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
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18. Your website content can pass the SEO test (with flying colors) with
DNN’s CMS
Content Optimization with DNN

19. Related Blog Post
Read my related blog post:
10 Ways DNN Can Improve Your Website SEO
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Click Here
to
Read the Post

20. 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
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21. 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
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22. They’re only a line of text after all?
How URLs affect your Search Engine Rankings
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23. 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

24. Search Optimized URLs
Simple
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Static Hyphenated
Shareable Descriptive Same Domain

25. 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
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26. DNN URL Functionality – URL Providers
Extending DNN URLs
• Customization of URL functionality
• Appearance
• Redirects
• Behaviour
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Providers:
• Compiled Extensions
• Able to override behaviour of modules
• Not necessarily linked to modules
http://dnnurlproviders.codeplex.com/

27. 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
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Read my related blog post:
Understanding the SEO importance of Canonical Urls
and Duplicate Content

28. 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
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29. More On-Site SEO Tasks for DNN
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Sitemaps Robots.txt 404 Page
Performance Microformats Internal Links

30. 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
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31. Ask on Twitter: @DNNCorp | @brucerchapman
For more information, read SEO-related posts on the DNN blog.
Questions?
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