I'm not too sure of the value of this toolkit, but here are some of the recommendations it made for the LabSlice website:
- Multiple 'title' tags: We erroneously created multiple title tags for each page, one for the page content and another automatically generated in our master page layout. Having multiple title tags can confuse the search engine as to the actual website's intent.
- Brand name in the title: The MS SEO tool recommended that we remove the word 'LabSlice' as the first word in the title. Apparently search engines heavily weight the first word or two in the title, and therefore it's not a good idea to waste such words on the company's brand name.
- Multiple 'h1' tags per page: I have read about this SEO issue before, but apparently not all our pages adhered to this SEO recommendation. Use only a single h1 tag per page to highlight to the search engine exactly what's important in your content.
The Microsoft SEO toolkit is added as an IIS7 plugin that manages site analysis, sitemaps and robots.txt.