Merge pull request #336 from odoo/12.0-restructure-seo-fgi

[IMP] Restructure of the tutorial in order to put useful todos at the…

website/optimize/seo.rst

@@ -1,22 +1,309 @@
-============================================
+==================================================
-How to do Search Engine Optimisation in Odoo
+How to do Search Engine Optimisation in Odoo (SEO)
-============================================
+==================================================
-
-How is SEO handled in Odoo?
-===========================
 
 Search Engine Optimization (SEO) is a set of good practices to optimize
 your website so that you get a better ranking in search engines like
 Google. In short, a good SEO allows you to get more visitors.
 
-Some examples of SEO rules: your web pages should load faster, your page
+Some examples of SEO rules: your web pages should load fast, your page
-should have one and only one title ``<h1>``, your website should have a
+should have one and only one title ``<h1>``, meta tags
+(alt-tag, title-tag) should be
+consistent with the content, your website should have a
 ``/sitemap.xml`` file, etc.
 
 To guarantee Odoo Website and Odoo
 eCommerce users have a great SEO, Odoo abstracts all the technical
 complexities of SEO and handles everything for you, in the best possible
-way.
+way. This will be explained here below.
+
+But first, let see how you can easily boost your ranking
+by finetuning the content and the meta tags of your website.
+
+Meta Tags
+=========
+
+Title, Description
+------------------
+
+Every web page should define the ``<title>`` and ``<description>`` meta data.
+These information elements are used by search engines to promote your website.
+They are automatically generated based on page title & content, but you can
+finetune them. Make sure they fit the content of the page, otherwise you will 
+be downgraded by search engines.
+
+.. image:: media/seo01.png
+  :align: center
+
+Keywords
+--------
+In order to write quality content and boost your traffic, Odoo provides
+a ``<keyword>`` finder. Those keywords are the searches you want to head
+towards your website. For each keyword, you see how it is used in the content
+(H1, H2, page title, page description, page content) and what are the related 
+searches in Google. The more keywords are used the better.
+
+.. image:: media/seo02.png
+  :align: center
+
+.. note:: 
+  If your website is in multiple languages, you can use the Promote
+  tool for every language of a single page and set specific title, 
+  description and search tags.
+
+Content is King
+===============
+
+When it comes to SEO, content is usually king. Odoo provides several
+modules to help you build your website content:
+
+- **Odoo Blogs**: write great contents.
+
+- **Odoo Slides**: publish all your Powerpoint or PDF presentations.
+  Their content is automatically indexed on the web page. Example:
+  `https://www.odoo.com/slides/public-channel-1 <https://www.odoo.com/slides/public-channel-1>`__
+
+- **Odoo Forum**: let your community create contents for you. Example:
+  `https://odoo.com/forum/1 <https://odoo.com/forum/1>`__
+  (accounts for 30% of Odoo.com landing pages)
+
+- **Odoo Mailing List Archive**: publish mailing list archives on your
+  website. Example:
+  `https://www.odoo.com/groups/community-59 <https://www.odoo.com/groups/community-59>`__
+  (1000 pages created per month)
+
+.. note::
+  The 404 page is a regular page, that you can edit like any other
+  page in Odoo. That way, you can build a great 404 page to redirect to
+  the top content of your website when visitors get lost in invalid URLs.
+
+Use Social Networks
+===================
+
+Social media is built for mass sharing. If lots of people share your content 
+on social media, then it's likely more people will link to it, 
+and links are a huge factor for SEO ranking.
+
+Odoo embeds several tools to share content through social media:
+
+Social Network
+--------------
+
+Odoo allows to link all your social network accounts in your website footer.
+All you have to do is to refer all your accounts in your company settings.
+
+.. image:: media/seo03.png
+  :align: center
+  
+Social Share
+------------
+
+Drop the building block *Share* on any page you want your visitors to share.
+By clicking the icon, they are prompted to share the page in their social media
+wall.
+
+.. image:: media/seo04.png
+  :align: center
+
+Most social media use a picture of the picture to decorate the share post.
+Odoo uses the website logo by default but you can choose any other image 
+of your page in the Promote tool.
+
+.. image:: media/seo05.png
+  :align: center
+  
+Facebook Page
+-------------
+
+Drop the building block *Facebook Page* to display a widget of your Facebook 
+business page and encourage visitors to follow it. 
+You can display the timeline, the next events and the messages.
+
+Twitter Scroller
+----------------
+
+Display the Twitter feeds with customer satifaction on your website.
+THis will increase the number of tweets and shares.
+
+Test Your Website
+=================
+
+You can compare how your website rank, in terms of SEO, against Odoo
+using WooRank free services:
+`https://www.woorank.com <https://www.woorank.com>`__
+
+URLs Handling
+=============
+
+This section sheds some light on how Odoo makes URLs SEO-friendly.
+
+URLs Structure
+--------------
+
+A typical Odoo URL will look like this:
+
+- https://www.mysite.com/fr\_FR/shop/product/my-great-product-31
+
+With the following components:
+
+-  **https://** = Protocol
+
+-  **www.mysite.com** = your domain name
+
+-  **/fr\_FR** = page language. This part of the URL is
+   removed if the visitor browses the main language of the website
+   Thus, the main version of this page is:
+   https://www.mysite.com/shop/product/my-great-product-31
+
+-  **/shop/product** = every module defines its own namespace (/shop is
+   for the catalog of the eCommerce module, /shop/product is for a
+   product page).
+
+-  **my-great-product** = by default, this is the slugified title of the
+   product this page refers to. But you can customize it for SEO
+   purposes. A product named "Pain carré" will be slugified to
+   "pain-carre". Depending on the namespace, this could be different
+   objects (blog post, page title, forum post, forum comment,
+   product category, etc.).
+
+-  **-31** = the unique ID of the product
+
+Note that any dynamic component of an URL can be reduced to its ID. As
+an example, the following URLs all do a 301 redirect to the above URL:
+
+-  https://www.mysite.com/fr\_FR/shop/product/31 (short version)
+
+-  http://mysite.com/fr\_FR/shop/product/31 (even shorter version)
+
+-  http://mysite.com/fr\_FR/shop/product/other-product-name-31 (old
+   product name)
+
+Some URLs have several dynamic parts, like this one (a blog category and
+a post): 
+
+-  https://www.odoo.com/blog/company-news-5/post/the-odoo-story-56
+
+In the above example:
+
+-  *Company News* is the title of the blog
+
+-  *The Odoo Story* is the title of a specific blog post
+
+When an Odoo page has a pager, the page number is set directly in the
+URL (does not have a GET argument). This allows every page to be indexed
+by search engines. Example: 
+
+-  https://www.odoo.com/blog/page/3
+
+Changes in URLs & Titles
+------------------------
+
+When the URL of a page changes (e.g. a more SEO friendly version of your
+product name), you don't have to worry about updating all links:
+
+-  Odoo will automatically update all its links to the new URL.
+
+- If external websites still points to the old URL, a 301 redirect will
+  be done to route visitors to the new website.
+
+As an example, this URL:
+
+- http://mysite.com/shop/product/old-product-name-31
+
+Will automatically redirect to:
+
+- http://mysite.com/shop/product/new-and-better-product-name-31
+
+In short, just change the title of a blog post or the name of a product,
+and the changes will apply automatically everywhere in your website. The
+old link still works for links coming from external websites, with a 301
+redirect to not lose the SEO link juice.
+
+HTTPS
+-----
+
+Search engines boost ranking of secure HTTPS/SSL websites. 
+So, by default all Odoo Online instances are fully
+based on HTTPS. If the visitor accesses your website through a non HTTPS
+url, it gets a 301 redirect to its HTTPS equivalent.
+
+Links: Nofollow Strategy
+------------------------
+
+The more a page is linked from external and quality websites, 
+the better it is for your SEO.
+
+Here are Odoo strategies to manage links:
+
+- Every link you add to your website is
+  "dofollow", which means that this link will contribute to the SEO
+  Juice for the linked page.
+
+- Every link posted by a contributor (forum post, blog comment, etc.)
+  that links to your own website is "dofollow" too.
+
+- But every link posted by a contributor that links to an external
+  website is "nofollow". In that way, you do not run the risk of
+  people posting links on your website to third-party websites
+  which have a bad reputation.
+
+- Note that, when using the forum, contributors having a lot of Karma
+  can be trusted. In such case, their links will not have any
+  ``rel="nofollow"`` attribute.
+
+Multi-Language Support
+======================
+
+Multi-Language URLs
+-------------------
+
+If you run a website in multiple languages, the same content will be
+available in different URLs, depending on the language used:
+
+- https://www.mywebsite.com/shop/product/my-product-1 (main language, English here)
+
+- https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1 (French version)
+
+In this example, fr\_FR is the language of the page. You can even have
+several variations of the same language: pt\_BR (Portuguese from Brazil)
+, pt\_PT (Portuguese from Portugal).
+
+Language Annotation
+-------------------
+
+To let search engines know that the second URL is the French translation of the
+first URL, Odoo will add an HTML link element in the header. In the HTML
+<head> section of the main version, Odoo automatically adds a link
+element pointing to the translated versions of that webpage;
+
+-  <link rel="alternate" hreflang="fr"
+   href="https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1"/>
+
+With this approach:
+
+- Search engines will redirect to th right language according to the 
+  visitor language.
+
+- You do not get penalized by search engines if your page is not translated
+  yet. Indeed, it's not a duplicated content, but a different
+  version of the same content.
+
+Language Detection
+------------------
+
+When a visitor lands for the first time on your website (e.g.
+yourwebsite.com/shop), they may automatically be redirected to a
+translated version according to their browser language preference: (e.g.
+yourwebsite.com/fr\_FR/shop). 
+
+Next time, it keeps a cookie of the current language to 
+avoid any redirection.
+
+To force a visitor to stick to the default language, you can use the
+code of the default language in your link, example:
+yourwebsite.com/en\_US/shop. This will always land visitors to the
+English version of the page, without using the browser language
+preferences.
 
 Page Speed
 ==========
@@ -32,7 +319,7 @@ visitor abandonment rate is also divided by two. (25% to 12.5%). One
 extra second to load a page could `cost $1.6b to Amazon in
 sales <http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales>`__.
 
-.. image:: media/seo01.png
+.. image:: media/seo06.png
   :align: center
 
 Fortunately, Odoo does all the magic for you. Below, you will find the
@@ -43,6 +330,47 @@ your website ranks using these two tools:
 
 - `Pingdom Website Speed Test <http://tools.pingdom.com/fpt/>`__
 
+Images
+------
+
+When you upload new images, Odoo automatically
+compresses them to reduce their sizes (lossless compression for .PNG
+and .GIF and lossy compression for .JPG).
+
+From the upload button, you have the option to keep the original image
+unmodified if you prefer to optimize the quality of the image rather
+than performance.
+
+.. image:: media/seo07.png
+  :align: center
+
+.. note::
+  Odoo compresses images when they are uploaded to your website, not
+  when requested by the visitor. Thus, it's possible that, if you use a
+  third-party theme, it will provide images that are not compressed
+  efficiently. But all images used in Odoo official themes have been
+  compressed by default.
+
+When you click on an image, Odoo shows you the Alt and title attributes
+of the ``<img>`` tag. You can click on it to set your own title and Alt
+attributes for the image.
+
+.. image:: media/seo08.png
+  :align: center
+
+When you click on this link, the following window will appear:
+
+.. image:: media/seo09.png
+  :align: center
+
+Odoo's pictograms are implemented using a font (`Font
+Awesome <https://fortawesome.github.io/Font-Awesome/icons/>`__ in most
+Odoo themes). Thus, you can use as many pictograms as you want in your
+page, they will not result in extra requests to load the page.
+
+.. image:: media/seo10.png
+  :align: center
+
 Static Resources: CSS
 ---------------------
 
@@ -157,47 +485,6 @@ same visitor will not load any other Javascript resource.
   easily debug with the Chrome debugger as CSS and Javascript resources
   are not transformed from their original versions.
 
-Images
-------
-
-When you upload new images, Odoo automatically
-compresses them to reduce their sizes (lossless compression for .PNG
-and .GIF and lossy compression for .JPG).
-
-From the upload button, you have the option to keep the original image
-unmodified if you prefer to optimize the quality of the image rather
-than performance.
-
-.. image:: media/seo02.png
-  :align: center
-
-.. note::
-  Odoo compresses images when they are uploaded to your website, not
-  when requested by the visitor. Thus, it's possible that, if you use a
-  third-party theme, it will provide images that are not compressed
-  efficiently. But all images used in Odoo official themes have been
-  compressed by default.
-
-When you click on an image, Odoo shows you the Alt and title attributes
-of the ``<img>`` tag. You can click on it to set your own title and Alt
-attributes for the image.
-
-.. image:: media/seo03.png
-  :align: center
-
-When you click on this link, the following window will appear:
-
-.. image:: media/seo04.png
-  :align: center
-
-Odoo's pictograms are implemented using a font (`Font
-Awesome <https://fortawesome.github.io/Font-Awesome/icons/>`__ in most
-Odoo themes). Thus, you can use as many pictograms as you want in your
-page, they will not result in extra requests to load the page.
-
-.. image:: media/seo05.png
-  :align: center
-
 CDN
 ---
 
@@ -218,7 +505,7 @@ Delivery Network has three advantages:
 You can configure your CDN options from the **Website Admin** app, using
 the Configuration menu. Here is an example of configuration you can use:
 
-.. image:: media/seo06.png
+.. image:: media/seo11.png
   :align: center
 
 HTML Pages
@@ -249,7 +536,7 @@ Websites that are not mobile-friendly are negatively
 impacted in search engine rankings. All Odoo themes rely on Bootstrap to
 render efficiently according to the device: desktop, tablet or mobile.
 
-.. image:: media/seo08.png
+.. image:: media/seo12.png
   :align: center
 
 As all Odoo modules share the same technology, absolutely all pages in
@@ -269,9 +556,6 @@ This allows Odoo to set a very long cache delay (XXX) on these
 resources: XXX secs, while being updated instantly if you update the
 resource.
 
-.. todo::
-  Describe how the cache strategy works for other resources...
-
 Scalability
 -----------
 
@@ -283,202 +567,11 @@ eCommerce compared to Odoo when it comes to high query volumes:
 
 Here is the slide that summarizes the scalability of Odoo Website & eCommerce.
 
-.. image:: media/seo09.png
+.. image:: media/seo13.png
   :align: center
 
-URLs Handling
+Search Engines Files
-=============
+====================
-
-URLs Structure
---------------
-
-A typical Odoo URL will look like this:
-
-- https://www.mysite.com/fr\_FR/shop/product/my-great-product-31
-
-With the following components:
-
--  **https://** = Protocol
-
--  **www.mysite.com** = your domain name
-
--  **/fr\_FR** = page language. This part of the URL is
-   removed if the visitor browses the main language of the website
-   Thus, the main version of this page is:
-   https://www.mysite.com/shop/product/my-great-product-31
-
--  **/shop/product** = every module defines its own namespace (/shop is
-   for the catalog of the eCommerce module, /shop/product is for a
-   product page).
-
--  **my-great-product** = by default, this is the slugified title of the
-   product this page refers to. But you can customize it for SEO
-   purposes. A product named "Pain carré" will be slugified to
-   "pain-carre". Depending on the namespace, this could be different
-   objects (blog post, page title, forum post, forum comment,
-   product category, etc.).
-
--  **-31** = the unique ID of the product
-
-Note that any dynamic component of an URL can be reduced to its ID. As
-an example, the following URLs all do a 301 redirect to the above URL:
-
--  https://www.mysite.com/fr\_FR/shop/product/31 (short version)
-
--  http://mysite.com/fr\_FR/shop/product/31 (even shorter version)
-
--  http://mysite.com/fr\_FR/shop/product/other-product-name-31 (old
-   product name)
-
-Some URLs have several dynamic parts, like this one (a blog category and
-a post): 
-
--  https://www.odoo.com/blog/company-news-5/post/the-odoo-story-56
-
-In the above example:
-
--  *Company News* is the title of the blog
-
--  *The Odoo Story* is the title of a specific blog post
-
-When an Odoo page has a pager, the page number is set directly in the
-URL (does not have a GET argument). This allows every page to be indexed
-by search engines. Example: 
-
--  https://www.odoo.com/blog/page/3
-
-Changes in URLs & Titles
-------------------------
-
-When the URL of a page changes (e.g. a more SEO friendly version of your
-product name), you don't have to worry about updating all links:
-
--  Odoo will automatically update all its links to the new URL
-
-- If external websites still points to the old URL, a 301 redirect will
-  be done to route visitors to the new website
-
-As an example, this URL:
-
-- http://mysite.com/shop/product/old-product-name-31
-
-Will automatically redirect to :
-
-- http://mysite.com/shop/product/new-and-better-product-name-31
-
-In short, just change the title of a blog post or the name of a product,
-and the changes will apply automatically everywhere in your website. The
-old link still works for links coming from external websites, with a 301
-redirect to not lose the SEO link juice.
-
-HTTPS
------
-
-Search engines boost ranking of secure HTTPS/SSL websites. 
-So, by default all Odoo Online instances are fully
-based on HTTPS. If the visitor accesses your website through a non HTTPS
-url, it gets a 301 redirect to its HTTPS equivalent.
-
-Links: Nofollow Strategy
-------------------------
-
-The more a page is linked from external and quality websites, 
-the better it is for your SEO.
-
-Here are Odoo strategies to manage links:
-
-- Every link you add to your website is
-  "dofollow", which means that this link will contribute to the SEO
-  Juice for the linked page.
-
-- Every link posted by a contributor (forum post, blog comment, etc.)
-  that links to your own website is "dofollow" too.
-
-- But every link posted by a contributor that links to an external
-  website is "nofollow". In that way, you do not run the risk of
-  people posting links on your website to third-party websites
-  which have a bad reputation.
-
-- Note that, when using the forum, contributors having a lot of Karma
-  can be trusted. In such case, their links will not have any
-  ``rel="nofollow"`` attribute.
-
-Multi-Language Support
-======================
-
-Multi-Language URLs
--------------------
-
-If you run a website in multiple languages, the same content will be
-available in different URLs, depending on the language used:
-
-- https://www.mywebsite.com/shop/product/my-product-1 (main language, English here)
-
-- https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1 (French version)
-
-In this example, fr\_FR is the language of the page. You can even have
-several variations of the same language: pt\_BR (Portuguese from Brazil)
-, pt\_PT (Portuguese from Portugal).
-
-Language Annotation
--------------------
-
-To let search engines know that the second URL is the French translation of the
-first URL, Odoo will add an HTML link element in the header. In the HTML
-<head> section of the main version, Odoo automatically adds a link
-element pointing to the translated versions of that webpage;
-
--  <link rel="alternate" hreflang="fr"
-   href="https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1"/>
-
-With this approach:
-
-- Search engines will redirect to th right language according to the 
-  visitor language.
-
-- You do not get penalized by search engines if your page is not translated
-  yet. Indeed, it's not a duplicated content, but a different
-  version of the same content.
-
-Language Detection
-------------------
-
-When a visitor lands for the first time on your website (e.g.
-yourwebsite.com/shop), they may automatically be redirected to a
-translated version according to their browser language preference: (e.g.
-yourwebsite.com/fr\_FR/shop). 
-
-Next time, it keeps a cookie of the current language to 
-avoid any redirection.
-
-To force a visitor to stick to the default language, you can use the
-code of the default language in your link, example:
-yourwebsite.com/en\_US/shop. This will always land visitors to the
-English version of the page, without using the browser language
-preferences.
-
-Meta Tags
-=========
-
-Titles, Keywords and Description
---------------------------------
-
-Every web page should define the ``<title>``, ``<description>`` and ``<keywords>``
-meta data. These information elements are used by search engines to rank
-and categorize your website according to a specific search query. So, it
-is important to have titles and keywords in line with what people seek.
-
-In order to write quality content and boost your traffic, Odoo provides
-a keyword finder. For each keyword, you see how it is used through the content
-(H1, H2, page title, page description, page content) and what are the related 
-searches in Google. The more keywords are used the better.
-
-.. image:: media/seo10.png
-  :align: center
-
-.. note:: 
-  If your website is in multiple languages, you can use the Promote
-  tool for every language of a single page.
 
 Sitemap
 -------
@@ -525,7 +618,7 @@ products, forum posts and contact addresses. This allows your product
 pages to be displayed in Google using extra information like the price
 and rating of a product:
 
-.. image:: media/seo12.png
+.. image:: media/seo14.png
   :align: center
 
 robots.txt
@@ -547,70 +640,3 @@ You can customize the file *robots* in developer mode from
 (exclude robots, exclude some pages, redirect to a custom Sitemap). 
 Make the Model Data of the view *Non Updatable* to not reset the
 file after system upgrades.
-
-Content is King
-===============
-
-When it comes to SEO, content is usually king. Odoo provides several
-modules to help you build your website contents:
-
-- **Odoo Slides**: publish all your Powerpoint or PDF presentations.
-  Their content is automatically indexed on the web page. Example:
-  `https://www.odoo.com/slides/public-channel-1 <https://www.odoo.com/slides/public-channel-1>`__
-
-- **Odoo Forum**: let your community create contents for you. Example:
-  `https://odoo.com/forum/1 <https://odoo.com/forum/1>`__
-  (accounts for 30% of Odoo.com landing pages)
-
-- **Odoo Mailing List Archive**: publish mailing list archives on your
-  website. Example:
-  `https://www.odoo.com/groups/community-59 <https://www.odoo.com/groups/community-59>`__
-  (1000 pages created per month)
-
-- **Odoo Blogs**: write great contents.
-
-.. note::
-  The 404 page is a regular page, that you can edit like any other
-  page in Odoo. That way, you can build a great 404 page to redirect to
-  the top content of your website when visitors get lost in invalid URLs.
-
-Social Features
-===============
-
-Social media is built for mass sharing. If lots of people share your content 
-on social media, then it's likely more people will link to it, 
-and links are a huge factor for SEO ranking.
-
-Odoo embeds several tools to share content through social media:
-
-Social Network
---------------
-
-Odoo allows to link all your social network accounts in your website footer.
-All you have to do is to refer all your accounts in your company settings.
-
-Social Share
-------------
-
-Drop the building block *Share* on any page you want your visitors to share.
-
-Facebook Page
--------------
-
-Drop the building block *Facebook Page* to display a widget of your Facebook 
-business page and encourage visitors to follow it. 
-You can display the timeline, the next events and the messages.
-
-Twitter Scroller
-----------------
-
-Display the Twitter feeds with customer satifaction on your website.
-THis will increase the number of tweets and shares.
-
-
-Test Your Website
-=================
-
-You can compare how your website rank, in terms of SEO, against Odoo
-using WooRank free services:
-`https://www.woorank.com <https://www.woorank.com>`__