1. Plone and SEO Optimizing Plone sites For best performance on Search Engines Silvio Tomatis

2. Your first stop Google's Search Engine Optimization Starter Guide http://goo.gl/OCezJ 3. SEO most important factors

Page title

4. Page content 5. PageRank 6. URL text 7. Anchor text of inbound links (don't underestimate this: remember google bombing) 8. Train your content creators

Title and description

9. Appropriate, relevant, short and concise (but redundant if necessary) 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. Spy on your users!

analytics (look at what users who landed to your site were looking for)

11. webmaster tools (includes also potential visitors, not only actual ones) 12. google keyword tool (keyword competition) 13. google insights (discover seasonal patterns) 14. google alert (keep an eye on your competitors) 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. Google Insights Once per year pie gets its revenge on cake 17. Google keyword tool

Gives you ideas of related search queries

18. Estimate the value of being in first page 19. Google alert

Will alert you when new content relevant to your keyword shows up on Google

20. Helps keeping an eye on your competitors 21. Structure your content

Small pages

22. Plenty of cross links 23. Sections and sub-sections help organize content for humans and search engines In-page structure:

headings

24. link to hash anchors (line on a page) 25. Get the most from SE

SE won't index all your pages if you have too many: they will choose the most important ones

26. Sometimes they prefer listing pages instead of content 27. Check how many and what pages are in google and yahoo with site:www.example.com query 28. Get the most from SE

Don't let your listings cannibalize your content

29. Prune useless URLs in robots.txt BUT Ensure Google juice still flows: links from listings won't count anymore. Content pages should link each other as much as possible 30. Plone plays well at SEO Vanilla Plone sites will perform well

Good markup (, , title="XY")

31. Human readable URLs 32. sitemap.xml.gz But remember you should ping SE 33. Linkintegrity: lessen the likelyness of 404s when moving or removing pages 34. Reduce 404s as much as possible

Inbound links won't be updated if you move the page to a new URL

35. Every link counts: 301 instead of 404 36. When importing content to a brand new Plone site write some code to instruct plone.app.redirector aboutold url--->new url mappings 37. Check 404s and redirect to a meaningful page (Products.RedirectionTool) 38. Caveats

Beware of the Spammish Acquisition: same content on different URLs is evil

39. http://plonesite/sec/sub1/page http://plonesite/sec/sub1/sub2/page 40. Page title depends on content: 41. all templates at root level 42. will have the same title 43. Questions