Optimizing SharePoint 2013 public-facing websites for Internet search engines
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The document outlines strategies for optimizing SharePoint 2013 public-facing websites for search engines, emphasizing that SEO considerations must be integral from the project's outset. It discusses the importance of clean HTML for search engine indexing and recommends using server-side rendering for better performance and accessibility. Additional tips include creating static HTML prototypes and leveraging SEO features like friendly URLs and XML sitemaps to enhance visibility online.
Optimizing SharePoint 2013 public-facing websites for Internet search engines
- 1. Optimizing SharePoint 2013 public-facing websites for Internet search engines Waldek Mastykarz SharePoint Server MVP
- 2. Waldek Mastykarz SharePoint MVP Developer at Mavention http://www.mavention.com http://blog.mastykarz.nl @waldekm
- 3. Overview Setting the expectations Client-side rendering and public-facing websites Using SharePoint 2013 SEO features Optimizing SPA public-facing websites for Internet search engines Resources
- 4. 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
- 5. 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
- 6. 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 default Tip: Leverage Device Channels to gain control over HTML
- 7. 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
- 8. Client-side rendering and public- facing websites SharePoint 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
- 9. SharePoint 2013 SEO features Friendly URLs XML Sitemap & Robots.txt SEO Properties
- 10. Friendly URLs Part of Managed Navigation Benefits Decouple physical site structure from navigation Clean and extension-less URLs Consequences Content aggregations possible only using search Risk of content duplication
- 11. XML Sitemap & Robots.txt Automatically generated using Search Require content to be crawled Require anonymous access Enabled per Site Collection No support for relevance and crawl rate
- 12. SEO Properties Browser Title Meta Description Robots noindex Canonical URL Works partially
- 13. Why building public websites as SPA? Performance User Experience
- 14. 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
- 15. 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
- 16. 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
- 17. 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 engines https://developers.google.com/webmasters/aja x-crawling/ SEO http://blog.mastykarz.nl/tag/seo/ Mavention http://www.mavention.com
- 18. Thank you for attending! Waldek Mastykarz SharePoint Server MVP http://blog.mastykarz.nl | @waldekm