Overview of the webinar
This webinar was hosted by Shikhar Gupta, CEO of Nirvana Lab, with the goal of introducing the Marketing Accelerator — an application built on top of Liferay DXP designed to significantly improve the day-to-day experience of digital marketers managing enterprise websites. Shekhar brings over two decades of IT industry experience across B2B portals, enterprise websites, transactional platforms, and digital experience platforms. Nirvana Lab is a Liferay and AI consulting firm and a Liferay Gold Partner, serving clients across North America (Canada). The firm has received multiple Liferay awards including Rising Star of the Year (2023) and sits on the Liferay Technical Advisory Board.
Why Marketing Accelerator was built
Nirvana Lab identified a recurring frustration while supporting enterprise Liferay websites for clients: Liferay is excellent for B2B post-login experiences (consistently recognized by Gartner and Forrester), but lags significantly in B2C public website experiences — the kind owned and managed by marketing teams.
Digital marketers running Liferay sites struggled with a tool built for IT administrators, not marketers. Over years of working with clients, Nirvana Lab accumulated a deep understanding of what marketers actually need day-to-day — and built Marketing Accelerator to fill that gap. The application won the Liferay App Contest award and has been widely discussed in Liferay circles.
Architecture & technical foundation
Marketing Accelerator is built using modern Liferay concepts — React-based frontend client extensions, a Python-based backend, and an OSGI module for deep URL customization and page engine processing. It integrates with OpenAI for AI-driven metadata suggestions, Google PageSpeed Insights for page health analysis, and Liferay Analytics Cloud for page-level traffic data.
Core features
- SEO metadata management- Provides a marketer-friendly interface to set HTML titles, meta descriptions, open graph tags, custom metadata, and schema markup for every URL type in a Liferay site — pages, blogs, web content, knowledge base, products, documents, and more. AI-powered suggestions via OpenAI can automatically recommend and apply optimized values based on page content.
- URL analyzer & page health- Runs multi-page audits powered by Google PageSpeed Insights, reporting on performance, accessibility, SEO scores, and core web vitals. Goes beyond flagging issues — it explains the root cause and provides specific remediation steps, eliminating the need for external tools like SEMrush for page-level analysis.
- Friendly URL creation- Abstracts Liferay’s complex portlet-based URL structure (which includes special characters that degrade search rankings) and replaces it with clean, human-readable, SEO-optimized URLs through deep OSGI-level customization — all behind a simple marketer interface.
- Custom sitemap generation- Builds comprehensive XML and HTML sitemaps that include all content types — not just pages. Marketers can selectively include blogs, products, web content, and documents, giving web crawlers a complete picture of the site and improving discoverability.
- AI engine visibility via LLM.txt- Generates anÂ
llm.txt file — the emerging industry standard for making website content discoverable by AI engines like ChatGPT, Perplexity, and Gemini. Analogous toÂrobots.txt for web crawlers, this positions sites for generative engine optimization (GEO) — a capability most CMSs have yet to support natively.
Real-world demo
Shikhar demonstrated the application live using an internal demo site, as well as a real client deployment — a B2C platform built for US government contractors to discover, qualify for, and bid on RFPs. The live site runs on Liferay and uses Marketing Accelerator to manage SEO metadata and generate clean, search-engine-friendly URLs for a large volume of dynamic content (vendor profiles, award data, RFP listings) pulled from government databases.
