leveraging plone for search engine optimization (seo)
DESCRIPTION
Strategies for creating content in Plone that will boost your site's visibility in search engines (plus a few words about keyword research and site administration).TRANSCRIPT
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Leveraging Plone for Search Engine Op4miza4on (SEO)
Heather Wozniak, Ph.D.
UCLA Office of Informa4on Technology
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Plone and SEO
• Good news: 1. Many features built-‐in to Plone
2. No add-‐ons required • Caveats:
1. Keyword research 2. Training content providers/editors
• BoXom-‐line: Quality content will bring you traffic (and hold visitors’ aXen4on)
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What maXers to search engines?
• Text: content is king! • Posi4on: star4ng from top-‐le^
• Structure: headings, strong/emphasis, lists, table headers, form labels, clean HTML
• This stuff is good for accessibility too
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What maXers to search engines?
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What maXers to search engines? 1. Document 4tle
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What maXers to search engines? 1. Document 4tle
2. URL
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
4. Descrip4on
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
4. Descrip4on
5. Content (headings <h2>-‐<h6>, <strong>, <em>)
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
4. Descrip4on
5. Content (headings <h2>-‐<h6>, <strong>, <em>)
6. Alt-‐text for images
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
4. Descrip4on
5. Content (headings <h2>-‐<h6>, <strong>, <em>)
6. Alt-‐text for images 7. Meaningful filenames for images and files (see #2)
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Great! How do I control this stuff in Plone?!
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EVERYTHING MATTERS: leave no field blank
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Don’t under-‐es4mate the value of Descrip4on
Appears in • Google and other search results • Plone search results • Folder lis4ngs and collec4ons • Link mouseovers/hovers
Can be hidden on page if it cramps your style
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Adding a new content item
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What maXers to search engines? 1. Document 4tle
2. URL
3. Page 4tle / first heading <h1>
4. Descrip4on
5. Content (headings <h2>-‐<h6>, <strong>, <em>)
6. Alt-‐text for images 7. Meaningful filenames for images and files (see #2)
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Controlling the short name
• By default, the 4tle you enter upon first crea4ng a page becomes the short name.
• IT DOES NOT CHANGE WHEN YOU LATER CHANGE THE PAGE TITLE.
• There are two ways to edit it: – Managers only (default)
– Content contributors/editors
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Managers can edit the short name by checking “rename” in the “Contents” view of a folder.
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Or, you can enable short name edi4ng for users
• Cau4on: may result in broken links
• Under “Site Setup,” check “Show ‘Short Name’ on Content”
• Advise users to go to their “Personal Preferences” and “Allow edi4ng of short names”
New field
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Adding images and files
• Fill in every field (4tle, descrip4on, etc.) – For images, 4tle is used to generate alt-‐text (but you can change this at 4me of inser4ng image)
– For files, 4tle is used as link 4tle (displays on hover) – Both 4tle and descrip4on display in site search and folder lis4ngs
• Use meaningful filenames: – chancellor-‐block.jpg vs. image4035.jpg – 2010-‐annual-‐report.pdf vs. reporrinaldra^_a.pdf
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Recap: elements you can control in Plone out-‐of-‐the-‐box
• Document 4tle (page 4tle + site 4tle) • URL (short name) • First heading (page 4tle) • Descrip4on • Headings for content • Alt-‐text for images • Meaningful filenames for images and uploaded files
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Keyword Research
• No point op4mizing for terms that nobody searches for
• Iden4fy your target audience • Know what they search for • Use Google to gather intel
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Google Tools for Keyword Research
• Webmaster Tools (webmasters.google.com) – What does Google think your site is about? – Where does your site rank for your target words? – What terms does your site use most frequently? Too frequently?
• Analy4cs (analy4cs.google.com) – What words actually bring visitors to your site?
• Adwords Keyword Tool (adwords.google.com/select/KeywordToolExternal) – What do users actually search for? – What related terms and phrases could you adopt?
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Implement the Keywords
• Armed with this knowledge, get your keywords into the content
• Op4mize each page for 1-‐2 keywords or key phrases
• Don’t use the keywords excessively: duplicate and distributed content will dilute your rankings
• Every page doesn’t need a target keyword; just ensure that each desired keyword does have a page
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Train your content providers and editors!
• Since content ul4mately determines the search rankings and results, the people providing your content need to know all these concepts
• Ensure they use all the page elements correctly • Ensure they know the short-‐list of primary keywords for your site
• Ensure they are thinking in terms of keywords each 4me they create a new piece of content
• Ensure they add links to external sites and cul4vate incoming links
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Last but not least: site administra4on
• Use robots.txt to direct crawling • Provide a sitemap (expose through Plone control panel)
• Setup 301 redirects for: – Preferred domain (with or without www) – Pages that are moved or renamed – Don’t use aliases that allow the content to exist in two places at once
• Monitor your logs and search stats