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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).

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Leveraging Plone for Search Engine Optimization (SEO)

  1. 1. Leveraging  Plone  for  Search   Engine  Op4miza4on  (SEO)   Heather  Wozniak,  Ph.D.   UCLA  Office  of  Informa4on  Technology  
  2. 2. 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)  
  3. 3. 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  
  4. 4. What  maXers  to  search  engines?  
  5. 5. What  maXers  to  search  engines?   1.  Document  4tle  
  6. 6. What  maXers  to  search  engines?   1.  Document  4tle   2.  URL  
  7. 7. What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   3.  Page  4tle  /  first  heading  <h1>  
  8. 8. What  maXers  to  search  engines?   1.  Document  4tle   2.  URL   3.  Page  4tle  /  first  heading  <h1>   4.  Descrip4on  
  9. 9. 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>)  
  10. 10. 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  
  11. 11. 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)  
  12. 12. Great!     How  do  I  control  this  stuff  in  Plone?!  
  13. 13. EVERYTHING  MATTERS:   leave  no  field  blank  
  14. 14. 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  
  15. 15. Adding  a  new  content  item  
  16. 16. 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)  
  17. 17. 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  
  18. 18. Managers  can  edit  the  short  name  by  checking   “rename”  in  the  “Contents”  view  of  a  folder.  
  19. 19. 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  
  20. 20. 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  
  21. 21. 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  
  22. 22. 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  
  23. 23. Google  Tools  for  Keyword  Research   •  Webmaster  Tools  (   –  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  (   –  What  words  actually  bring  visitors  to  your  site?   •  Adwords  Keyword  Tool  (   –  What  do  users  actually  search  for?   –  What  related  terms  and  phrases  could  you  adopt?  
  24. 24. 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  
  25. 25. 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  
  26. 26. 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