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Author's profile photo Abdulbasit Gulsen

Search Engine Optimization

In most scenarios SAP Netweaver Portal is implemented for intranet / extranet access since it is targeted for employees or business partners. We don’t care SEO (Search Engine Optimization) in these scenarios. However, when we start to expand our target to “everyone”, we have to consider about making search engine friendly web pages.  If you are advertising or selling your services & products online, it becomes one of the most important subjects. In this blog I will explain the basic rules to make our Portal search-engine friendly.

The magic rule is:

If you understand the behaviors of search engines and treat them friendly; they will definitely make you happy.

Before talking about details, it is essential that we need to know how search engines work. If we understand basic principles of the search engines then we can easily create search engine friendly web site.

Technically, the search engine is not different than any application that we develop every day. It performs several jobs to get the most appropriate results for visitors: CRAWLING, INDEXING, PROCESSING, CALCULATING RELEVANCY and DISPLAYING




Search engines first crawls a web site to see what is there. It starts from entry point and follow all the links and indexes whatever it see. We have to make sure that search engines can see the right content.  After a page is crawled, the next step is to index its content. Basically, the process of indexing is identifying words and expressions that best describe the page and storing into database. Then it is time to wait for search requests.

When a search request comes, the search engine selects the web pages stored in its database according to the search term. In most cases, there are plenty of results. Now, it is important to give most relevant results. It calculates relevancy with a complex algorithm and retrieves the results ordered by relevancy. 

Now we have a critical question. How can we increase relevancy for our web site? Actually there are various methods that can increase the relevance of a webpage within the results. However, every search engine has its own rules and these rules change with time. There are rules that you have to follow but any of them does not guarantee the high ranking in the results. You just follow the rules and wait. Be patient and give time for search engines to index your pages. You will probably see an increase in the ranking after a while.

Let’s see some of these basic rules:



Keyword density is a very important part of search engine optimization. It is the percentage of times a keyword or phrase appears on a web page compared to total number of words on the page. It was an important factor on search-engine ranking in late 1990s. When webmasters discovered this technique, they started to spam search engines. Lots of pornographic sites are stuffed with irrelevant but popular keywords and started to mislead search-engines. As a result, search-engines changed their algorithm rapidly and pulled of these spammers. Now, the optimum keyword density is about 3%-5%. Sites with higher keyword densities are treated as keyword spammers. Some advices about keywords which can help improve your site’s ranking: 

  •  Put main keyword within first 5 words. 
  • Distribute your keyword evenly in the content. 
  • Do not just distribute keywords in the content, use in the phrases. 
  • Use keyword in page title and description
  • Use keyword in



    , or tags.



Titles and Meta descriptions should be descriptive and meaningful for all pages. Here is a sample tags:

SAP Portal generates title with JavaScript. Search engines understand title and meta tags only if you use them in the first

part in the whole page. You may need to do some java coding to set the title and meta tags.



Create a static URL wherever possible. Some search engines may have problem indexing pages with dynamic URLs. If you have to use dynamic URLs, make sure they do not contain “?”.

These are the most important rules but there are plenty of rule that you have to follow. Actually there are books written about this topic. I mentioned only a few rules that I used in my previous projects. If you want to use professional SEO techniques, you have to spend some more time after reading this blog.

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      Author's profile photo Former Member
      Former Member
      ... found a wiki page in SDN! Is there some reason why the wiki page from July 2009 is now a blog?

      The wiki page can be found here

      Author's profile photo Abdulbasit Gulsen
      Abdulbasit Gulsen
      Blog Post Author

      Actually, I wrote this blog long time ago. In July I tried to put it on wiki instead of publishing as blog but I got some problems. I think I put it on a wrong place on wiki by mistake. I didn't even know it is published on wiki. After a while, I saw it on my draft blog list and I re-organized and published.
      Thank you for finding duplicate entry. I will try to delete from wiki since it is incomplete and in wrong place.

      Author's profile photo Rahul Urs
      Rahul Urs
      well.. I think this is a great blog and it doesn't matter if there was a duplicate entry as there are so many good wiki's which should really be a blog like this one !  so lets quit complaining and actually appreciate Mr Gulsen for his good article.
      Author's profile photo Jason Lax
      Jason Lax
      SEO is a huge topic and ever evolving. Adding keywords to URL is very valuable.  Yes, dynamics URLs cause a huge amount of duplicates but there are ways to mitigate this problem via Google Webmaster Tools and utilizing the robots.txt standard.

      I wouldn't underestimate the importance of SEO on intranet sites: as companies grow and more data is shared, lots of time can be lost searching for the right content if it's not categorized properly.  Having a strategy for cataloging content properly and working on the internal search engine can be a huge productivity gain. Of course, as you point out, if ever the content is released to the public domain, you'll already be optimized for external search engines too.

      I've done my best to share SEO best practices we've implemented on SAP Community Network in a wiki I created:

      I wonder if there is enough interest on implementing SEO for SAP Portal to open a forum or sub-wiki?

      Author's profile photo Former Member
      Former Member

      Excellent information and Seo Tips. I also suggest you to visit here for beginner Seo Guide.