645 lines
23 KiB
ReStructuredText
645 lines
23 KiB
ReStructuredText
==================================================
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How to do Search Engine Optimisation (SEO) in Odoo
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==================================================
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Search Engine Optimization (SEO) is a set of good practices to optimize
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your website so that you get a better ranking in search engines like
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Google. In short, a good SEO allows you to get more visitors.
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Some examples of SEO rules: your web pages should load fast, your page
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should have one and only one title ``<h1>``, meta tags
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(alt-tag, title-tag) should be
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consistent with the content, your website should have a
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``/sitemap.xml`` file, etc.
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To guarantee Odoo Website and Odoo
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eCommerce users have a great SEO, Odoo abstracts all the technical
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complexities of SEO and handles everything for you, in the best possible
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way. This will be explained here below.
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But first, let see how you can easily boost your ranking
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by finetuning the content and the meta tags of your website.
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Meta Tags
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=========
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Title, Description
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------------------
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Every web page should define the ``<title>`` and ``<description>`` meta data.
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These information elements are used by search engines to promote your website.
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They are automatically generated based on page title & content, but you can
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finetune them. Make sure they fit the content of the page, otherwise you will
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be downgraded by search engines.
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.. image:: media/seo01.png
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:align: center
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Keywords
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--------
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In order to write quality content and boost your traffic, Odoo provides
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a ``<keyword>`` finder. Those keywords are the searches you want to head
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towards your website. For each keyword, you see how it is used in the content
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(H1, H2, page title, page description, page content) and what are the related
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searches in Google. The more keywords are used the better.
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.. image:: media/seo02.png
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:align: center
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.. note::
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If your website is in multiple languages, you can use the Promote
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tool for every language of a single page and set specific title,
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description and search tags.
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Content is King
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===============
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When it comes to SEO, content is usually king. Odoo provides several
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modules to help you build your website content:
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- **Odoo Blogs**: write great contents.
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- **Odoo Slides**: publish all your Powerpoint or PDF presentations.
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Their content is automatically indexed on the web page. Example:
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`odoo.com/slides/public-channel-1 <https://www.odoo.com/slides/public-channel-1>`_
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- **Odoo Forum**: let your community create contents for you. Example:
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`odoo.com/forum/1 <https://odoo.com/forum/1>`_
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(accounts for 30% of Odoo.com landing pages)
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- **Odoo Mailing List Archive**: publish mailing list archives on your
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website. Example:
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`odoo.com/groups/community-59 <https://www.odoo.com/groups/community-59>`_
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(1000 pages created per month)
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.. note::
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The 404 page is a regular page, that you can edit like any other
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page in Odoo. That way, you can build a great 404 page to redirect to
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the top content of your website when visitors get lost in invalid URLs.
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Use Social Networks
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===================
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Social media is built for mass sharing. If lots of people share your content
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on social media, then it's likely more people will link to it,
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and links are a huge factor for SEO ranking.
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Odoo embeds several tools to share content through social media:
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Social Network
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--------------
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Odoo allows to link all your social network accounts in your website footer.
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All you have to do is to refer all your accounts in your company settings.
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.. image:: media/seo03.png
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:align: center
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Social Share
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------------
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Drop the building block *Share* on any page you want your visitors to share.
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By clicking the icon, they are prompted to share the page in their social media
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wall.
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.. image:: media/seo04.png
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:align: center
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Most social media use a picture of the picture to decorate the share post.
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Odoo uses the website logo by default but you can choose any other image
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of your page in the Promote tool.
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.. image:: media/seo05.png
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:align: center
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Facebook Page
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-------------
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Drop the building block *Facebook Page* to display a widget of your Facebook
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business page and encourage visitors to follow it.
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You can display the timeline, the next events and the messages.
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Twitter Scroller
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----------------
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Display the Twitter feeds with customer satifaction on your website.
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This will increase the number of tweets and shares.
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Test Your Website
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=================
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You can compare how your website rank, in terms of SEO, against Odoo
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using WooRank free services:
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`woorank.com <https://www.woorank.com>`_
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URLs Handling
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=============
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This section sheds some light on how Odoo makes URLs SEO-friendly.
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URLs Structure
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--------------
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A typical Odoo URL will look like this:
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- https://www.mysite.com/fr\_FR/shop/product/my-great-product-31
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With the following components:
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- **https://** = Protocol
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- **www.mysite.com** = your domain name
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- **/fr\_FR** = page language. This part of the URL is
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removed if the visitor browses the main language of the website
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Thus, the main version of this page is:
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https://www.mysite.com/shop/product/my-great-product-31
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- **/shop/product** = every module defines its own namespace (/shop is
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for the catalog of the eCommerce module, /shop/product is for a
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product page).
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- **my-great-product** = by default, this is the slugified title of the
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product this page refers to. But you can customize it for SEO
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purposes. A product named "Pain carré" will be slugified to
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"pain-carre". Depending on the namespace, this could be different
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objects (blog post, page title, forum post, forum comment,
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product category, etc.).
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- **-31** = the unique ID of the product
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Note that any dynamic component of an URL can be reduced to its ID. As
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an example, the following URLs all do a 301 redirect to the above URL:
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- https://www.mysite.com/fr\_FR/shop/product/31 (short version)
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- http://mysite.com/fr\_FR/shop/product/31 (even shorter version)
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- http://mysite.com/fr\_FR/shop/product/other-product-name-31 (old
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product name)
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Some URLs have several dynamic parts, like this one (a blog category and
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a post):
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- https://www.odoo.com/blog/company-news-5/post/the-odoo-story-56
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In the above example:
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- *Company News* is the title of the blog
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- *The Odoo Story* is the title of a specific blog post
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When an Odoo page has a pager, the page number is set directly in the
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URL (does not have a GET argument). This allows every page to be indexed
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by search engines. Example:
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- https://www.odoo.com/blog/page/3
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Changes in URLs & Titles
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------------------------
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When the URL of a page changes (e.g. a more SEO friendly version of your
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product name), you don't have to worry about updating all links:
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- Odoo will automatically update all its links to the new URL.
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- If external websites still points to the old URL, a 301 redirect will
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be done to route visitors to the new address of the page.
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As an example, this URL:
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- http://mysite.com/shop/product/old-product-name-31
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Will automatically redirect to:
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- http://mysite.com/shop/product/new-and-better-product-name-31
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In short, just change the title of a blog post or the name of a product,
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and the changes will apply automatically everywhere in your website. The
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old link still functions when used by external websites, via a 301 redirect,
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maintaining the SEO link juice.
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HTTPS
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-----
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Search engines boost ranking of secure HTTPS/SSL websites.
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So, by default all Odoo Online instances are fully
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based on HTTPS. If the visitor accesses your website through a non HTTPS
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url, it gets a 301 redirect to its HTTPS equivalent.
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Links: Nofollow Strategy
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------------------------
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The more a page is linked from external and quality websites,
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the better it is for your SEO.
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Here are Odoo strategies to manage links:
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- Every link you add to your website is
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"dofollow", which means that this link will contribute to the SEO
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Juice for the linked page.
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- Every link posted by a contributor (forum post, blog comment, etc.)
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that links to your own website is "dofollow" too.
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- But every link posted by a contributor that links to an external
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website is "nofollow". In that way, you do not run the risk of
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people posting links on your website to third-party websites
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which have a bad reputation.
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- Note that, when using the forum, contributors having a lot of Karma
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can be trusted. In such case, their links will not have any
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``rel="nofollow"`` attribute.
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Multi-Language Support
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======================
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Multi-Language URLs
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-------------------
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If you run a website in multiple languages, the same content will be
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available in different URLs, depending on the language used:
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- https://www.mywebsite.com/shop/product/my-product-1 (main language, English here)
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- https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1 (French version)
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In this example, fr\_FR is the language of the page. You can even have
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several variations of the same language: pt\_BR (Portuguese from Brazil)
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, pt\_PT (Portuguese from Portugal).
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Language Annotation
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-------------------
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To let search engines know that the second URL is the French translation of the
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first URL, Odoo will add an HTML link element in the header. In the HTML
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<head> section of the main version, Odoo automatically adds a link
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element pointing to the translated versions of that webpage;
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- <link rel="alternate" hreflang="fr"
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href="https://www.mywebsite.com\/fr\_FR/shop/product/mon-produit-1"/>
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With this approach:
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- Search engines will redirect to the right language according to the
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visitor language.
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- You do not get penalized by search engines if your page is not translated
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yet. Indeed, it's not a duplicated content, but a different
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version of the same content.
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Language Detection
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------------------
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When a visitor lands for the first time on your website (e.g.
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yourwebsite.com/shop), they may automatically be redirected to a
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translated version according to their browser language preference (e.g.
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yourwebsite.com/fr\_FR/shop).
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Next time, it keeps a cookie of the current language to
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avoid any redirection.
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To force a visitor to stick to the default language, you can use the
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code of the default language in your link, example:
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yourwebsite.com/en\_US/shop. This will always land visitors to the
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English version of the page, without using the browser language
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preferences.
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Page Speed
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==========
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Introduction
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------------
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The time to load a page is an important criteria for search engines. A faster
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website not only improves your visitor's experience, but gives
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you a better page ranking. Some studies have shown that, if you divide the time to
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load your pages by two (e.g. 2 seconds instead of 4 seconds), the
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visitor abandonment rate is also divided by two. (25% to 12.5%). One
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extra second to load a page could `cost $1.6b to Amazon in
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sales <http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales>`__.
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.. image:: media/seo06.png
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:align: center
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Fortunately, Odoo does all the magic for you. Below, you will find the
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tricks Odoo uses to speed up your page loading time. You can compare how
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your website ranks using these two tools:
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- `Google Page Speed <https://developers.google.com/speed/pagespeed/insights/>`__
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- `Pingdom Website Speed Test <http://tools.pingdom.com/fpt/>`__
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Images
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------
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When you upload new images, Odoo automatically
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compresses them to reduce their sizes (lossless compression for .PNG
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and .GIF and lossy compression for .JPG).
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From the upload button, you have the option to keep the original image
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unmodified if you prefer to optimize the quality of the image rather
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than performance.
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.. image:: media/seo07.png
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:align: center
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.. note::
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Odoo compresses images when they are uploaded to your website, not
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when requested by the visitor. Thus, it's possible that, if you use a
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third-party theme, it will provide images that are not compressed
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efficiently. But all images used in Odoo official themes have been
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compressed by default.
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When you click on an image, Odoo shows you the Alt and title attributes
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of the ``<img>`` tag. You can click on it to set your own title and Alt
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attributes for the image.
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.. image:: media/seo08.png
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:align: center
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When you click on this link, the following window will appear:
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.. image:: media/seo09.png
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:align: center
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Odoo's pictograms are implemented using a font (`Font
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Awesome <https://fortawesome.github.io/Font-Awesome/icons/>`__ in most
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Odoo themes). Thus, you can use as many pictograms as you want in your
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page, they will not result in extra requests to load the page.
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.. image:: media/seo10.png
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:align: center
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Static Resources: CSS
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---------------------
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All CSS files are pre-processed, concatenated, minified, compressed and
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cached (server-side and browser-side). The result:
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- only one CSS file request is needed to load a page
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- this CSS file is shared and cached amongst pages, so that when the
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visitor clicks on another page, the browser doesn't have to even
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load a single CSS resource.
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- this CSS file is optimized to be small
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**Pre-processed:** The CSS framework used by Odoo is Bootstrap.
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Although a theme might use another framework, most of `Odoo
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themes <https://www.odoo.com/apps/themes>`__ extend and customize
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Bootstrap directly. Since Odoo supports Less and Sass, you can modify
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CSS rules instead of overwriting them through extra CSS lines,
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resulting in a smaller file.
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**Concatenated:** every module or library you might use in Odoo has its
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own set of CSS, Less or Sass files (eCommerce, blogs, themes, etc.). Having
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several CSS files is great for the modularity, but not good for the
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performance because most browsers can only perform 6 requests in
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parallel resulting in lots of files loaded in series. The
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latency time to transfer a file is usually much longer than the actual
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data transfer time, for small files like .JS and .CSS. Thus, the time to
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load CSS resources depends more on the number of requests to be done
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than the actual file size.
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To address this issue, all CSS / Less / Sass files are concatenated into
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a single .CSS file to send to the browser. So a visitor has **only one
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.CSS file to load** per page, which is particularly efficient. As the
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CSS is shared amongst all pages, when the visitor clicks on another
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page, the browser does not even have to load a new CSS file!
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================================= =============================================
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**Both files in the <head>** **What the visitor gets (only one file)**
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================================= =============================================
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/\* From bootstrap.css \*/ .text-muted {
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.text-muted { color: #666;
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color: #777; background: yellow
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background: yellow; }
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}
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/\* From my-theme.css \*/
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.text-muted {
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color: #666;
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}
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================================= =============================================
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The CSS sent by Odoo includes all CSS / Less / Sass of all pages /
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modules. By doing this, additional page views from the same visitor will
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not have to load CSS files at all. But some modules might include huge
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CSS/Javascript resources that you do not want to prefetch at the first
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page because they are too big. In this case, Odoo splits this resource
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into a second bundle that is loaded only when the page using it is
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requested. An example of this is the backend that is only loaded when
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the visitor logs in and accesses the backend (/web).
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.. note::
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If the CSS file is very big, Odoo will split it into two smaller
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files to avoid the 4095 selectors limit per sheet of Internet Explorer.
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But most themes fit below this limit.
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**Minified:** After being pre-processed and concatenated, the resulting
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CSS is minified to reduce its size.
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============================ ==============================
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**Before minification** **After minification**
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============================ ==============================
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/\* some comments \*/ .text-muted {color: #666}
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.text-muted {
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color: #666;
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}
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============================ ==============================
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The final result is then compressed, before being delivered to the
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browser.
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Then, a cached version is stored server-side (so we do not have
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to pre-process, concatenate, minify at every request) and browser-side
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(so the same visitor will load the CSS only once for all pages they
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visit).
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Static Resources: Javascript
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----------------------------
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As with CSS resources, Javascript resources are also concatenated,
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minified, compressed and cached (server-side and browser-side).
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Odoo creates three Javascript bundles:
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- One for all pages of the website (including code for parallax
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effects, form validation, etc.)
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- One for common Javascript code shared among frontend and backend
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(Bootstrap)
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- One for backend specific Javascript code (Odoo Web Client interface
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for your employees using Odoo)
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Most visitors of your website will only need the first two bundles,
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resulting in a maximum of two Javascript files to load to render one
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page. As these files are shared across all pages, further clicks by the
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same visitor will not load any other Javascript resource.
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.. note::
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If you work on :doc:`Developer mode <../../general/developer_mode/activate>`, the CSS and
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Javascript are neither concatenated, nor minified. Thus, it's much slower. But it allows you to
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easily debug with the Chrome debugger as CSS and Javascript resources are not transformed from
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their original versions.
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CDN
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---
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If you activate the CDN feature in Odoo, static resources (Javascript,
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CSS, images) are loaded from a Content Delivery Network. Using a Content
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Delivery Network has three advantages:
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- Load resources from a nearby server (most CDN have servers in main
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countries around the globe)
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- Cache resources efficiently (no computation resources usage on your
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own server)
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- Split the resource loading on different services allowing to load
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more resources in parallel (since the Chrome limit of 6 parallel
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requests is by domain)
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You can configure your CDN options from the **Website Admin** app, using
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the Configuration menu. Here is an example of configuration you can use:
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.. image:: media/seo11.png
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:align: center
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HTML Pages
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----------
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The HTML pages can be compressed, but this is usually handled by your web
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server (NGINX or Apache).
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The Odoo Website builder has been optimized to guarantee clean and short
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HTML code. Building blocks have been developed to produce clean HTML
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code, usually using Bootstrap and the HTML editor.
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As an example, if you use the color picker to change the color of a
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paragraph to the primary color of your website, Odoo will produce the
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following code:
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``<p class="text-primary">My Text</p>``
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Whereas most HTML editors (such as CKEditor) will produce the following
|
|
code:
|
|
|
|
``<p style="color: #AB0201">My Text</p>``
|
|
|
|
Responsive Design
|
|
-----------------
|
|
|
|
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/seo12.png
|
|
:align: center
|
|
|
|
As all Odoo modules share the same technology, absolutely all pages in
|
|
your website are mobile friendly.
|
|
|
|
Browser Caching
|
|
---------------
|
|
|
|
Javascript, images and CSS resources have an URL that changes
|
|
dynamically when their content change. As an example, all CSS files are
|
|
loaded through this URL:
|
|
`localhost:8069/web/content/457-0da1d9d/web.assets\_common.0.css <http://localhost:8069/web/content/457-0da1d9d/web.assets_common.0.css>`__.
|
|
The ``457-0da1d9d`` part of this URL will change if you modify the CSS of
|
|
your website.
|
|
|
|
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.
|
|
|
|
Scalability
|
|
-----------
|
|
|
|
In addition to being fast, Odoo is also more scalable than traditional
|
|
CMS and eCommerce (Drupal, Wordpress, Magento, Prestashop). The
|
|
following link provides an analysis of the major open source CMS and
|
|
eCommerce compared to Odoo when it comes to high query volumes:
|
|
`https://www.odoo.com/slides/slide/197
|
|
<https://www.odoo.com/slides/slide/odoo-cms-performance-comparison-and-optimisation-197>`_
|
|
|
|
.. todo:: fix above link
|
|
|
|
Here is the slide that summarizes the scalability of Odoo Website & eCommerce.
|
|
|
|
.. image:: media/seo13.png
|
|
:align: center
|
|
|
|
Search Engines Files
|
|
====================
|
|
|
|
Sitemap
|
|
-------
|
|
|
|
The sitemap points out pages to index to search engine robots.
|
|
Odoo generates a ``/sitemap.xml`` file automatically for you. For
|
|
performance reasons, this file is cached and updated every 12 hours.
|
|
|
|
By default, all URLs will be in a single ``/sitemap.xml`` file, but if you
|
|
have a lot of pages, Odoo will automatically create a Sitemap Index
|
|
file, respecting the `sitemaps.org
|
|
protocol <http://www.sitemaps.org/protocol.html>`__ grouping sitemap
|
|
URL's in 45000 chunks per file.
|
|
|
|
Every sitemap entry has 4 attributes that are computed automatically:
|
|
|
|
- ``<loc>`` : the URL of a page
|
|
|
|
- ``<lastmod>`` : last modification date of the resource, computed
|
|
automatically based on related object. For a page related to a
|
|
product, this could be the last modification date of the product
|
|
or the page.
|
|
|
|
- ``<priority>`` : modules may implement their own priority algorithm based
|
|
on their content (example: a forum might assign a priority based
|
|
on the number of votes on a specific post). The priority of a
|
|
static page is defined by it's priority field, which is
|
|
normalized (16 is the default).
|
|
|
|
Structured Data Markup
|
|
----------------------
|
|
|
|
Structured Data Markup is used to generate Rich Snippets in search
|
|
engine results. It is a way for website owners to send structured data
|
|
to search engine robots; helping them understand your content and
|
|
create well-presented search results.
|
|
|
|
Google supports a number of rich snippets for content types, including:
|
|
Reviews, People, Products, Businesses, Events and Organizations.
|
|
|
|
Odoo implements micro data as defined in the
|
|
`schema.org <http://schema.org>`__ specification for events, eCommerce
|
|
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/seo14.png
|
|
:align: center
|
|
|
|
robots.txt
|
|
----------
|
|
|
|
When indexing your website, search engines take a first look at the
|
|
general indexing rules of the a``/robots.txt`` file (allowed robots,
|
|
sitemap path, etc.). Odoo automatically creates it. Its content is:
|
|
|
|
User-agent: \*
|
|
Sitemap: https://www.odoo.com/sitemap.xml
|
|
|
|
It means that all robots are allowed to index your website
|
|
and there is no other indexing rule than specified in the sitemap
|
|
to be found at following address.
|
|
|
|
You can customize the file *robots* in
|
|
:doc:`Developer mode <../../general/developer_mode/activate>` from *Settings --> Technical -->
|
|
User Interface --> Views* (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.
|