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Leveraging Plone for Search Engine Optimization (SEO)

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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).

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).

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    Leveraging Plone for Search Engine Optimization (SEO) Leveraging Plone for Search Engine Optimization (SEO) Presentation Transcript

    • Leveraging  Plone  for  Search   Engine  Op4miza4on  (SEO)   Heather  Wozniak,  Ph.D.   UCLA  Office  of  Informa4on  Technology   design@heatherwozniak.com  
    • 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)  
    • 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  
    • What  maXers  to  search  engines?  
    • What  maXers  to  search  engines?   1.  Document  4tle  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   3.  Page  4tle  /  first  heading  <h1>  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   3.  Page  4tle  /  first  heading  <h1>   4.  Descrip4on  
    • 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>)  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   6.  Alt-­‐text  for  images   3.  Page  4tle  /  first  heading  <h1>   4.  Descrip4on   5.  Content  (headings  <h2>-­‐<h6>,            <strong>,  <em>)  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   6.  Alt-­‐text  for  images   7.  Meaningful  filenames  for  images  and  files  (see  #2)   3.  Page  4tle  /  first  heading  <h1>   4.  Descrip4on   5.  Content  (headings  <h2>-­‐<h6>,            <strong>,  <em>)  
    • Great!     How  do  I  control  this  stuff  in  Plone?!  
    • EVERYTHING  MATTERS:   leave  no  field  blank  
    • 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  
    • Adding  a  new  content  item  
    • What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   6.  Alt-­‐text  for  images   7.  Meaningful  filenames  for  images  and  files  (see  #2)   3.  Page  4tle  /  first  heading  <h1>   4.  Descrip4on   5.  Content  (headings  <h2>-­‐<h6>,            <strong>,  <em>)  
    • 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  
    • Managers  can  edit  the  short  name  by  checking   “rename”  in  the  “Contents”  view  of  a  folder.  
    • 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  
    • 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  
    • 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  
    • 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  
    • 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?  
    • 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  
    • 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  
    • 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