Search Engine Optimisation (SEO) for SharePoint Sites – Part 3

In Search Engine Optimisation (SEO) for SharePoint Sites – Part 1 of this series I looked at the implications content, naming, metadata and structure of your SharePoint site can have on search rankings. Search Engine Optimisation (SEO) for SharePoint Sites – Part 2 focussed more on how content can be manipulated to improve search rankings and other factors that can be leveraged from within SharePoint. This article will take a step outside the SharePoint box into how you can boost rankings and traffic to your SharePoint site using other methods.

Link Back to your Site

Along with creating quality key-phrase rich content to be indexed, having a solid link building strategy is a major factor in terms of search engine optimisation. A link strategy should emphasise quality over quantity. It should be broad and diverse. It’s important to note that value is gained both by linking out to other high-value related sites and especially by having those sites linking back to your page. As far as SharePoint is concerned, this theory is fairly independent of the platform. Due to SharePoint’s nature however and the limitations which exist when optimising a SharePoint site for search engines, the traffic generated by backlinks should be as strongly valued as the SEO benefits gained. You need to think outside of the box when approaching this strategy. Often, having other pages linking back to you is largely out of your control, however other areas are well within it. Ensure your site or pages are listed in all relevant directories. If it makes sense to do so, ensure your location exists in Google Maps and link back to your site from there. Consider creating other content-rich sites such as specific (clean-cut HTML rather than SharePoint) search engine optimised sites or blogs to link back to your site. It’s also important that the phrases used to hyperlink back match that which you are optimising for, similar to the advice given in the section above.

Don’t Ignore Social Media as part of an SEO Strategy

Social Media is another area where you can gain an increase of traffic and some SEO benefits for your SharePoint site, although the concept is removed from the platform. Facebook, Twitter, Linked In – any relevant social media site should be harnessed to both link back to your site and drive traffic to it. The benefits of the latter probably outweigh the former – I’m not entirely sure that any SEO benefit is gained from having your links on these sites. Google+ however could be considered one social media platform that can be harnessed for the purposes of SEO as identified in Christian Del Monte’s post Google+ Plus SEO Benefits- Tips To Make It Work For You.

Create a Specific Mobile Site

Aside from being good practice to cater for the ever-increasing mobile device visitors to your site, it’s been noticed that the results returned from within search engines on mobile devices may be tailored to that device. This seems to be an area of contention – reading Ryan Jones’ article Mobile SEO is a Myth would lead you to believe it’s not important however Bryson Meunier’s How To Best Optimize Your Mobile Site For SEO argues it is worthwhile, and seeing Google is Introducing smartphone Googlebot-Mobile, it’s not something I’d want to discount.

Consider Paid Search Marketing

This is another debatable topic. It depends more so on the site in question and it’s purpose. It really only makes sense to use for a commercial site in my opinion. If your site is selling something and you can target a paid advertisement it is likely to be clicked. If you’re peddling information and you show up as a paid advertisement you’re unlikely to get the same response. For the benefits of paid search marketing have a read of the Top 10 Reasons to Use Paid Search Marketing by Vinny Labarbera. It may not have a lot to do with SEO, but its a method which can be leveraged to drive visitors to your site, especially if the site is new and not appearing in many organic search results.

Ensure you Submit your Site to ALL Main Search Engines

It should go without saying, yet a number of sites will only target the large search engines such as Google, Bing and Yahoo and forget about the others. A quick search for Search Engine Market Share at the time this article was written showed that search engines other than these big 3 had 12.2% of the market share. Granted the majority of that is a Chinese based search engine which would leave less than 1% market share but with over 2.2 billion internet users worldwide, you’d be discounting over 20 million potential visitors to your site. The logic may be flawed, but personally I think it’s not worth the risk – submit your site where ever a potential visitor may see it.

Use all the Tools at your Disposal

There are a tonne of free tools and sources of information available on the web to assist in optimising your site for search rankings. One such tool is the IIS SEO toolkit. Other resources include the infinite number of SEO specialisation sites and blogs available free of charge to garner a wealth of information from. By keeping track of the changes and trends in search engine optimisation you’ll always be one step ahead of the competition.

Monitor how Visitors are Reaching your Site

It’s important that SEO is not considered a one-time event. It should be an ever-evolving function of your site and needs to change with the times. One way to identify what works and what doesn’t is to use analytics on your site to determine how users are finding your site, where they’re coming from, what search terms they’re using and how they end up navigating around your site. The more information you have at your disposal to influence the direction of your SEO campaign the more likely it will be a success.

Returning Visitors are just as Important as New Ones

The final point I wish to make in this ‘outside the box’ look into SEO for SharePoint is a simple one. It’s one thing being able to attract visitors to your site in the first place, but of little worth if they fail to stay on the site or ever return to it. The user experience of the site is just as important as the quality of the SEO or campaign that drew them there in the first place and should not be lost in the quest for search ranking supremecy.

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