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Plone and SEO


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Tips to maximize exposure on search engines of your Plone site.

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Plone and SEO

  1. 1. Plone and SEO Optimizing Plone sites For best performance on Search Engines Silvio Tomatis
  2. 2. Your first stop Google's Search Engine Optimization Starter Guide
  3. 3. SEO most important factors <ul><li>Page title
  4. 4. Page content
  5. 5. PageRank
  6. 6. URL text
  7. 7. Anchor text of inbound links (don't underestimate this: remember google bombing) </li></ul>
  8. 8. Train your content creators <ul><li>Title and description
  9. 9. Appropriate, relevant, short and concise (but redundant if necessary) </li></ul>Plone asks a title and a description: encourage your content creators to think about content and description seo-wise. but... how should I write my titles and descriptions?
  10. 10. Spy on your users! <ul><li>analytics (look at what users who landed to your site were looking for)
  11. 11. webmaster tools (includes also potential visitors, not only actual ones)
  12. 12. google keyword tool (keyword competition)
  13. 13. google insights (discover seasonal patterns)
  14. 14. google alert (keep an eye on your competitors) </li></ul>
  15. 15. Google webmaster tools It will tell you things that only google knows: search queries that perform less than they should and can be optimized.
  16. 16. Google Insights Once per year pie gets its revenge on cake
  17. 17. Google keyword tool <ul><li>Gives you ideas of related search queries
  18. 18. Estimate the value of being in first page </li></ul>
  19. 19. Google alert <ul><li>Will alert you when new content relevant to your keyword shows up on Google
  20. 20. Helps keeping an eye on your competitors </li></ul>
  21. 21. Structure your content <ul><li>Small pages
  22. 22. Plenty of cross links
  23. 23. Sections and sub-sections help organize content for humans and search engines </li></ul>In-page structure: <ul><li>headings
  24. 24. link to hash anchors (line on a page) </li></ul>
  25. 25. Get the most from SE <ul><li>SE won't index all your pages if you have too many: they will choose the most important ones
  26. 26. Sometimes they prefer listing pages instead of content
  27. 27. Check how many and what pages are in google and yahoo with query </li></ul>
  28. 28. Get the most from SE <ul><li>Don't let your listings cannibalize your content
  29. 29. Prune useless URLs in robots.txt </li></ul>BUT Ensure Google juice still flows: links from listings won't count anymore. Content pages should link each other as much as possible
  30. 30. Plone plays well at SEO Vanilla Plone sites will perform well <ul><li>Good markup (<title>, <h1>, title=&quot;XY&quot;)
  31. 31. Human readable URLs
  32. 32. sitemap.xml.gz But remember you should ping SE
  33. 33. Linkintegrity: lessen the likelyness of 404s when moving or removing pages </li></ul>
  34. 34. Reduce 404s as much as possible <ul><li>Inbound links won't be updated if you move the page to a new URL
  35. 35. Every link counts: 301 instead of 404
  36. 36. When importing content to a brand new Plone site write some code to instruct about old url--->new url mappings
  37. 37. Check 404s and redirect to a meaningful page (Products.RedirectionTool) </li></ul>
  38. 38. Caveats <ul><li>Beware of the Spammish Acquisition: same content on different URLs is evil
  39. 39. http://plonesite/sec/sub1/page http://plonesite/sec/sub1/sub2/page
  40. 40. Page title depends on content:
  41. 41. all templates at root level
  42. 42. will have the same title </li></ul>
  43. 43. Questions