Although SharePoint 2010 Web Content Management (WCM) is search engine neutral, if not search engine friendly, your content authors still need to be SEO aware. Many CMS solutions offer the ability for multiple authors to manage content, this should not be anything new to you. However, when considering search engine optimization (SEO) efforts, you should consider the advice freely given to web masters by Google.
Many CMS solutions employ dynamic URL’s. These are complex URL query strings (for example: page.aspx?id=5§ion=aboutus). It’s not a matter of the robot/spider being unable to crawl such URL’s but more a matter of overloading the search engine. Search engines prefer pages which appear to be hand coded and live on a non-dynamic URL (example: page.aspx). Time has proven such pages to be less likely to be computer generated and more likely to have a point and serve a real purpose. In most cases, SharePoint 2010 does not use what search engines consider dynamic URL’s.
The ability to easily link to your pages using a search engine friendly navigation is built in to SharePoint 2010 WCM. This means not only will your users be able to easily navigate throughout your entire site, but the search engine robots will also be able to effectively crawl your entire site. You can accomplish this by naming your sites and pages appropriately. SharePoint 2010 can automatically keep your navigation current based on your sites “Navigation” settings. Naming your sites and pages appropriately builds anchor relevance. Any link on your site should be descriptive of its destination. For example, if you wish to add a link to your “Contact Us” page or site, the link should read something like “…more information about how to reach us can be found in our Contact Us section” (with the “Contact Us” text as the actual hyperlink. Try to avoid pitfalls like “click here” as the hyperlink – “click here” is not relevant to anything and also not descriptive of its destination. Therefore, giving your pages and sites a descriptive and accurate name will prevent links from appearing in your navigation which are non-relevant.