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- Herausgeber: Packt Publishing
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
Joomla! is an award-winning content management system (CMS), which enables you to build websites and powerful online applications. SEO, or Search Engine Optimization, is the process and techniques by which you optmize the content and style of your site in order to induce more people to view it.Joomla! Search Engine Optimization will help you develop and execute an effective search engine optimization strategy for your site. From planning to implementation, the book covers best practices in contemporary SEO.In Joomla! Search Engine Optimization you will learn how to develop a dynamic and productive SEO campaign. Covering both the basics of campaign development as well as the daily work it takes to maintain your SEO competitiveness, this book will show you how to produce a distinct and appropriate strategy for your particular site. In particular you will learn key phrase selection and competitor analysis and the correct groundwork for your dynamic SEO campaign. Joomla! Search Engine Optimization will then show you, by finding the right combination of extensions, how to supercharge your site. You will also be given a guided tour of key SEO services, like Google and Bing Webmaster, in order to implement a progressive and effective link building campaign. You will then learn key expert tips and tricks to enable you to build SEO-effective content which will take your site from invisible to unmissable with little effort.
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Seitenzahl: 140
Veröffentlichungsjahr: 2012
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Table of Contents
Joomla! Search Engine Optimization
Joomla! Search Engine Optimization
Copyright © 2012 Packt Publishing
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews.
Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, nor Packt Publishing, and its dealers and distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book.
Packt Publishing has endeavored to provide trademark information about all of the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information.
First published: July 2012
Production Reference: 1020712
Published by Packt Publishing Ltd.
Livery Place
35 Livery Street
Birmingham B3 2PB, UK.
ISBN 978-1-84951-876-5
www.packtpub.com
Cover Image by John M. Quick ( <[email protected]> )
Credits
Author
Ric Shreves
Reviewers
Herbert-Jan van Dinther
Peter Martin
Acquisition Editor
Andrew Duckworth
Lead Technical Editor
Andrew Duckworth
Technical Editor
Rati Pillai
Project Coordinator
Vishal Bodwani
Proofreader
Aaron Nash
Indexers
Hemangini Bari
Tejal Daruwale
Production Coordinator
Prachali Bhiwandkar
Cover Work
Prachali Bhiwandkar
About the Author
Ric Shreves is a web applications consultant and tech author. He's been building websites since the mid-90s and writing about tech for almost as long. Ric specializes in open source content management systems and has written texts on each of the big three: WordPress, Joomla!, and Drupal.
Ric is the founding partner of water&stone, a digital agency that focuses on new media and online marketing. He works with clients on digital marketing strategy and supervises the SEO implementation team. Ric lives in Bali, and divides his time between the island and Singapore.
About the Reviewers
Herbert-Jan van Dinther has been working on websites and SEO since 1999. He is currently working as a Senior IT Analyst with a large company. Herbert started website building with Mambo, Joomla!, Drupal, Typo3, and WordPress. He likes to educate people, via several of his websites, on how to use open source content management systems such as WordPress and Joomla!, and how to get them higher in search engines.
He is the author of Joomla! 1.5 SEO by Packt Publishing. You can learn more about him on www.herbertjanvandinther.com.
I would like to thank my wife and children for their patience and the time they give me while I am building websites and helping other people.
Peter Martin has a keen interest in computers, programming, sharing knowledge, and how people (mis)use information technology. He has a bachelor's degree in Economics (International Marketing Management) and a master's degree in Mass Communication.
He discovered PHP/MySQL in 2003 and Joomla!'s predecessor, Mambo CMS, a year later. Peter has his own business, www.db8.nl (founded in 2005), and he supports companies and organizations with Joomla! implementations, support, and Joomla! extension development.
Peter is actively involved in the Joomla! community where he is a member of the Community Leadership Team and Global Moderator at Joomla! forum.
Furthermore, Peter has reviewed the following Packt Publishing books:
His other interests are open source software, Linux (Debian, Ubuntu, and Arch Linux), plug computers, music (collecting vinyl records), and art house movies. Peter lives in Nijmegen, The Netherlands.
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Preface
Joomla! is one of the most popular open content management systems. It powers a huge number of today's websites, and is a solid choice for many businesses that want to create a compelling online presence. On today's web, where noise and competition are at their highest levels ever, simply having a great site isn't enough. If you want to be competitive online, you need to have an appreciation for search marketing, and you need fluency with the skills and strategy behind search engine optimization.
Joomla! provides only limited SEO functionality straight out of the box. In this book, we look at how you can create a search engine optimized Joomla! site using a combination of the default Joomla! tools together with a set of popular extensions for the CMS. We also explore in depth the strategy behind SEO and how to set up and prosecute a successful SEO campaign.
Search marketing is a very competitive area, and one that is constantly changing and evolving. SEO skills are in high demand. Use this book to build a solid foundation in SEO and make your Joomla! sites perform to the best of their ability.
What this book covers
Chapter 1, An Introduction to Search Engine Optimization, introduces the key concepts behind search engine optimization, including an explanation of how search engines look at websites and a glossary of terms in common usage in the SEO world.
Chapter 2, Configuring Joomla!'s SEO Options, focuses on how to configure Joomla! to achieve optimal SEO advantage. Each of the default SEO features is discussed at length as are server configuration issues.
Chapter 3, Useful Extensions to Enhance SEO, reviews the most popular SEO extensions for the Joomla! CMS, then goes on to show the installation and configuration of a sample set of free extensions.
Chapter 4, Getting Ready for Launch, is concerned with the soft skills behind SEO, that is, keyword analysis, competitor research, and the development of an SEO keyphrase strategy for a site.
Chapter 5, Managing SEO on a Live Site, is concerned with what goes on after the site is launched. The focus is on developing a methodology for continuous improvement, with a look at content strategies, Social Media Optimization, and link building.
Who this book is for
This book is aimed at site builders, webmasters, and site owners. Advanced technical skills are not required, though the user should be familiar with administering a Joomla! website, including how to install Extensions. If you are concerned with how your Joomla! site ranks on the search engines or with generating traffic for your site, then you will find this book to be of use. The text presumes no existing special knowledge. Basic concepts are explained, as is the thinking behind the approach advocated in this book.
Conventions
In this book, you will find a number of styles of text that distinguish between different kinds of information. Here are some examples of these styles, and an explanation of their meaning.
Code words in text are shown as follows: "nofollow is a possible value for the rel attribute inside the<a> tag."
New terms and important words are shown in bold. Words that you see on the screen, in menus or dialog boxes for example, appear in the text like this: "On the right-hand side of the site page is a section named SEO Settings, as seen in the next screenshot."
Note
Warnings or important notes appear in a box like this.
Tip
Tips and tricks appear like this.
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Chapter 1. An Introduction to Search Engine Optimization
This chapter lays the foundation for what's to come later in the book. It introduces the basic concepts, terms, and fundamental information needed to understand the rationale behind the techniques discussed in the subsequent chapters. While some of the content in this chapter will be known to experienced users, it will be essential content for newbies and those who are not SEO specialists.
The topics covered in this chapter include:
What is SEO?
At the most basic level, SEO is an acronym that stands for Search Engine Optimization. More importantly, for the purposes of the philosophy espoused in this text, SEO is a process: a series of planning and executing steps that lead to a website being optimized to perform its best on the search engines.
Notice the emphasis on process; SEO is not something you do once and then forget about. While an intensive period of attention to your site's optimization factors can lay a solid foundation and get you off to a proper start, if you do not continue to make efforts to improve your optimization and respond to market conditions, your rankings will erode over time. Moreover, your efforts do not exist in isolation; there are others out there competing for rankings and traffic.
In order to succeed, you need to do your best to stay ahead of the others fighting for ranking for their sites.
Note
When we talk about search engines in this text, we mean Google, Bing, Baidu, or other similar sites focused on allowing the general public to search for and find information on the web. Typically, what works for one search engine will work for others. Though there are peculiarities and optimization strategies that can be applied to target specific engines, most SEO techniques are search engine agnostic.
The competition for online attention should never be underestimated. If you are in a competitive business vertical, be it travel, finance, gambling, web design, property, or any number of others, the fight for traffic from the search engines is cut-throat. Never forget that the major players out there have dedicated SEO teams that do nothing every day but tweak, optimize, build links, create content, and generally do their best to out-compete all other similar businesses vying for the top spots on the search engines.
In this book, we put forward a methodology for search engine optimization. The process we advocate can be viewed broadly as having two parts: foundations and on-going efforts. We start by looking at how to lay a great foundation for your site, that is, the basics of creating a search engine-friendly site. In later chapters, we turn our attention to on-going techniques for maintaining and improving your rankings over time. Along the way, we look at how to formulate and implement a coherent search engine strategy.
Note
Never forget, for most site owners the actual goal is traffic generation, not pure search engine ranking.
While many of the issues in SEO relate to technical aspects of the site, there is much more to SEO than just getting the tech right. One of the fundamental principles advocated in this book is to focus on the creation of useful, unique content. There is a strong positive correlation between high quality content and high site ranking. This is one of the few areas where the search engines provide specific guidance about what they are looking for in a site. On the subject of quality, Google provides the following guidance:
