EVOLVE'13 | Enhance | Effective SEO | Paul Legan

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EFFECTIVE SEO IN ADOBE WEM
Best Practices and Implementation Strategies

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INTRODUCTION
Who am I?
Paul Legan
Managing Partner at 3|SHARE Corporation
• Background in Economics and Computer Science
• Past work experience in marketing and IT
• Strong interest in user experience and responsive design
• Currently reside in Washington, D.C.

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INTRODUCTION
Let’s pick a number…
110,585
Number of Google searches I have performed
since 2007.
(In case you are wondering, that is just over 50/day.)

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INTRODUCTION
So what?
How do I know that?
Google told me.

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INTRODUCTION
So what?
Why is that important?
We rely heavily on search.
🐦 🍜
(and we are increasingly impatient!)

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INTRODUCTION
Search trends tell a lot

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INTRODUCTION
Google is a user, too
With each Google algorithm
update, we see more focus
placed on user experience
than on strict keyword
analysis.

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INTRODUCTION
It really is good
This is good for us both as
developers and consumers.
👍

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INTRODUCTION
There’s a lot to search
Now content needs render
quickly, be relevant, engage the
reader and follow a structure.
Less room to fool search
engines by focusing just on
keywords.

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INTRODUCTION
So we need great content
While Adobe WEM won’t write your
copy for you, it will make it easier
than ever to create meaningful and
engaging content.

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• Titles, Descriptions, and Navigation
• Content Structure
• Incorporating Assets from the DAM
• Microformats and Authorship
• Don’t Forget the Web Server
• Empowering Content Authors with Custom Tools
• Beyond SEO: The User Experience
AGENDA
What’s the plan?

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We WILL:
• Cover on-page optimization techniques.
• Discuss out-of-the-box component functionality.
• Investigate custom tools for content authors.
We WILL NOT:
• Go over link-building strategies (directly).
• Cover social media integration.
• Discuss content marketing strategies.
AGENDA
Setting Expectations

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AGENDA
Currently

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TITLES, DESCRIPTIONS, AND NAVIGATION
Creating New Pages
• Page names determine the end URL, so
give them significant attention.
• Tips:
• Use relevant keywords!
• Use hyphens to separate those keywords
• Consider page hierarchy so as not to duplicate
important keywords

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De-clutter Page Properties
• By default, the Page Properties dialog
includes a lot of fields.
• As a developer, we have two options:
• Add field descriptions for content authors
• Remove fields that are unnecessary to the
application
• There is no benefit to presenting content
authors with too many options.

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• OOTB CQ page component includes a “headlibs.jsp” – probably looks something like
this:
• A lot of the default META tags are not necessary and should probably be removed from
the base content page component.
Use Your <HEAD>
if(!properties.get("cq:lastModifiedBy", "").equals("")) {
%><meta name="author" content="<%=
StringEscapeUtils.escapeHtml4(properties.get("cq:lastModifiedBy", "")) %>"<%=xs%>><%
}
if(!properties.get("jcr:title", "").equals("")) {
%><meta name="title" content="<%= StringEscapeUtils.escapeHtml4(properties.get("jcr:title",
"")) %>"<%=xs%>><%
}

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• Here are some key properties to consider for your <HEAD> section:
• Set the character set (Charset Attribute)
• Description
• Canonical URL for Dynamic Pages (hopefully you don’t have query strings)
• Google “notranslate” – disable links to translations via Google results
• Robots “noindex” – useful for page-level exclusion from indexing
Use Your <HEAD>

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Navigation is important, but so is a search box – provide proper search for users who
prefer it to deep navigation menus
Navigation is Not Just for Google
75% of Internet users are search-dominant (vs. link-dominant).

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Always remind the user of where they are within the site.
Why?
They will likely forget.

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• Ensure navigation works without JavaScript
• Use text/CSS, not images for navigation links
• Shallow navigation reduces bounce rates
and page load times, both suspected to
improve search engine rankings

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AGENDA
Currently

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CONTENT STRUCTURE
Structure Your Content with Intent
• Semantic code is – and always will be – a relevant part of SEO!
• Remember, it is called a document tree for a reason.
<body>
<h1>…</h1>
<article>
<h2>…</h2>
</article>
<aside>
<h2>…</h2>
<section> 
<h3>…</h3>
</section>
</aside>
<footer></footer>
</body>

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CONTENT STRUCTURE
Body Classes as a Preventative Measure
• Many structural shortcuts are taken to accommodate multiple layouts – why not avoid
this situation from the start?
<!DOCTYPE html>
<html lang="en">
<head>
<meta charset="utf-8" />
<title>WEM is cool!</title>
</head>
<body class="<%=currentPage.getName()%>">
</body>
</html>

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CONTENT STRUCTURE
Remove Superfluous HTML
• CQ components generate mounds of additional HTML that may or may not be
necessary. To remove, you can use the property cq:noDeclaration=true
<%@ include file="/libs/foundation/global.jsp" %>
<%@ page contentType="text/html; charset=utf-8" import="com.day.cq.wcm.api.WCMMode" %>
<%
String classNames = componentContext.getCssClassNames();
if (WCMMode.fromRequest(request) == WCMMode.DISABLED)
classNames = classNames.replaceAll("[a-zA-Z0-9_-]+ ?", "prefix-$0");
%>
<div class="<%= classNames %>">
<%-- Component Content Goes Here --%>
</div>

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CONTENT STRUCTURE
Enable Only Components That are Necessary
• If possible, make the one and only H1 header tag part of the page template
• Some places to check:
• RTE Editor Formatting
Dropdown
• Title Component

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AGENDA
Currently

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INCORPORATING ASSETS FROM THE DAM
DAM Metadata and Filenames
• Three important factors to consider:
• File size
• Use a non-destructive image optimizer such as ImageOptim to reduce the size of your
images and improve page load time
• Filename
• Keywords in filenames are important for image search as well as site credibility; image
search is a surprisingly important traffic source for retail products
• ALT text
• This is the text that search engines use to understand images, so be wise with your ALT text
content.

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OOTB Image Component
• Yes, the ALT text is important, but the Description/Caption is also critical!
• Again, bounce rates
play a part in determining
website importance, so a
caption is pivotal
• Many clients choose to
develop a custom Image
component, so be sure to
include a caption field or
a similar solution

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VIDEO Tag, Transcripts, and Accessibility
• HTML5 defines both VIDEO and TRACK tags for use when embedding videos
• The TRACK tag can include a reference to a servlet (or selector handler) that pulls
track captions from a metadata field on the asset
<video width="320" height="240">
<source type="video/mp4" src=”paul.mp4" >
<track src=” paul.TTV.mp4" label="English Captions" kind="captions”>
</video>
String assetPath = request.getParameter("asset");
if ( (assetPath != null) && (resourceResolver.adaptTo(Session.class).nodeExists(assetPath)) ) {
Asset asset = resourceResolver.getResource(assetPath).adaptTo(Asset.class);
String caption = asset.getMetadataValue("dc:trackCaptions");
return caption;
}

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AGENDA
Currently

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MICROFORMATS AND AUTHORSHIP
Google Rich Snippets
• If Google understands the content on a
page, it will create a rich snippet to help
users with specific queries
• Google supports rich snippets for:
• Reviews
• People & Products
• Businesses
• Recipes
• Events
• Music
http://www.google.com/webmasters/tools/richsnippets

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Google Rich Snippets
• Full Event example (via Schema.org):
<div itemscope itemtype="http://schema.org/Event">
<a itemprop="url" href="nba-miami-philidelphia-game3.html">
NBA Eastern Conference First Round Playoff Tickets:
<span itemprop="name"> Miami Heat at Philadelphia 76ers - Game 3 (Home Game 1)
</span></a>
<meta itemprop="startDate" content="2016-04-21T20:00">
Thu, 04/21/16 8:00 p.m.
<div itemprop="location" itemscope itemtype="http://schema.org/Place">
<a itemprop="url" href="wells-fargo-center.html”>Wells Fargo Center</a>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="addressLocality">Philadelphia</span>,
<span itemprop="addressRegion">PA</span>
</div>
</div>
</div>

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Social Application Metadata

<meta name="application-name" content="" />
<meta name="msapplication-TileColor" content="" />
<meta name="msapplication-TileImage" content="" />

<meta name="twitter:card" content="">
<meta name="twitter:site" content="">
<meta name="twitter:title" content="">
<meta name="twitter:description" content="">
<meta name="twitter:url" content="">

<meta property="og:title" content="" />
<meta property="og:description" content="" />
<meta property="og:url" content="" />
<meta property="og:image" content="" />

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Why Google Authorship Matters
• Google Authorship lets you connect content with your Google+ profile
• Utilizes the rel=“author” attribute on links to content
• Authors can build a following and establish themselves as subject matter experts
• Remember, bounce rates are important!

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AGENDA
Currently

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DON’T FORGET THE WEB SERVER
Sitemap Generation and Robots
• Sitemap.xml and Robots.txt files should
be generated automatically by CQ
• One method is to utilize tags within the
Page Properties field to determine which
pages get added to robots.txt for
exclusion
• Be sure to remove the /content structure
if you are rewriting URLs to avoid
duplicate content penalties
// get the QueryBuilder
QueryBuilder queryBuilder = getQueryBuilder();
// do a simple predicate search
Map map = new HashMap();
map.put("path", "/content/client");
map.put("p.limit", "10000");
map.put("type", "cq:Page");
map.put("tagid", ”client:nosearch");
map.put("tagid.property", "@jcr:content/cq:tags");
// run the query
Query query = createQuery(map);
[…]
// ultimately output to the robots.txt file
<%="Disallow: " + pagePath + ".html"%>

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Compression, Content Expiration and Page Speed
• Google’s search-ranking algorithm considers page speed as a signal
• Use mod_expires in Apache to adjust content expiration:
• Enable GZIP Compression:
<IfModule mod_expires.c>
<FilesMatch ".(jpe?g|png|gif|js|css)$">
ExpiresActive On
ExpiresDefault "access plus 1 week"
</FilesMatch>
</IfModule>
# Compress certain file types by extension:
<files *.html>
SetOutputFilter DEFLATE
</files>

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Custom Error Pages
• Many people overlook the opportunities presented by an error page
• An error page can allow users to discover newer, more relevant content
• Worst case users will appreciate a personalized error message
In the repository, copy the scripts at /libs/sling/servlet/errorhandler/ to
/apps/sling/servlet/errorhandler/. This path will likely not exist.
Within /apps/sling/servlet/errorhandler, you can:
1. Use the existing script.
2. Create and edit a new script.

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AGENDA
Currently

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EMPOWERING AUTHORS WITH CUSTOM
TOOLS
Integrating Third-Party Services - Simple
• The CQ Sidekick can be extended via JavaScript in
a client library.
CQ.Ext.namespace("seo", "seo.tools");
// Custom Action for the button
seo.tools.KincaidAction = {
"text": "Check Flesch–Kincaid Score",
"context": CQ.wcm.Sidekick.PAGE,
"handler": function() {
window.open("http://www.readability-score.com/");
}
};
// add this action to the default list
CQ.wcm.Sidekick.DEFAULT_ACTIONS.push(seo.tools.KincaidActi
on);

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EMPOWERING AUTHORS WITH CUSTOM
TOOLS
Integrating Third-Party Services - Complex
• There’s nothing stopping you from going further and
integrating third-party services into the Sidekick (except
maybe a budget or two!)
CQ.wcm.Sidekick.CONTEXTS = [
CQ.wcm.Sidekick.PAGE,
CQ.wcm.Sidekick.COMPONENTS,
CQ.wcm.Sidekick.WORKFLOW,
CQ.wcm.Sidekick.VERSIONING,
CQ.wcm.Sidekick.INFO,
CQ.wcm.Sidekick.MY_CUSTOM_CONTEXT
];

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AGENDA
Currently

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BEYOND SEO: THE USER EXPERIENCE
Think Logically
1. Think about everything that frustrates you
as a software user.
2. Don’t assume anything.
3. Guide, but do not restrict the content
author.
4. Enable the creation of great
documentation.
5. Always simplify.
* Via ExpoImages

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QUESTIONS
And Hopefully Answers
Thanks for your time!
Q&A

EVOLVE'13 | Enhance | Effective SEO | Paul Legan

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