Search Engine Optimization is a very good technique which helps your site to be indexed in google. If your site is a public facing web site then it is very much necessary to implement SEO technique in the site. Few important thing you can implement as a part of SEO like write a proper Title for the page, Keywords, Meta description etc. Here we will discuss how to implement few SEO techniques in SharePoint 2013 publishing web sites.
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In SharePoint 2013, there were no direct approach to implement SEO but SharePoint 2013 has native support for Search Engine Optimization as a part of web content management feature.
Open you SharePoint 2013 publishing site and edit the page. then from the Ribbon, go to the Page tab and then Manage -> Edit Properties -> Edit SEO Properties as shown in the fig below:
Then in the SEO Properties page, Put the Name, Title, Browser Title (SEO Browser Title which will be the page title and this will appear in the search results), Meta Description, Keywords etc. which will be helpful to index your public facing SharePoint 2013 site.
If you want to do settings for Search Engine Optimization then you can navigate to Site Settings -> Site Collection Administration -> Search engine optimization settings. There you can define the custom meta tags that will be added to all pages.