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IP.Board 3.3 Dev Update: SEO Improvements

Posted by Matt , in 3.3.x 29 November 2011 · 10,920 views

Over the past few years, we've invested a good amount of time into ensuring that your forum content is spidered well by various search engines. We've created a crisp clean skin with good semantic mark-up, introduced a friendly URL system and made numerous enhancements to ensure that search engines read your content and spider it effectively.

Search engine optimisation is an organic process and it is always evolving. I feel that even though IP.Board 3.2 maintains good practise, more can be done to better tailor content. Of course, we'll always steer well clear from the murky waters of HTML cloaking and other dubious techniques but with the help of a small focus group, we have identified areas that can be improved and I'd like to take you through those today.



Problem: Dead End Links
One thing that was identified very early on was the number of 'dead ends' that IP.Board gives to search engines. Let me elaborate a little. Lets say that you don't allow profile viewing for guests. Search engines are shown the same content as guests so this is very relevant. Now, imagine you're a search engine and you now see the board index. It's content rich with hundreds of links of which a good proportion are for user profiles. Google happily follows these links to end up on an error page served with a "permission denied" error. This clearly does not have a good affect to how Google treats your forum. What's worse is that the default error code is 500 which is designed for a generic "Internal Server Error"; now Google is getting a high number of permission denied errors and some internal server errors.

The solution
Now, if you don't have permission to view a profile, then the username is not hyperlinked and neither is the photo thumb on the board and forum indexes. This dramatically cuts down on the number of dead end links and even reduces bandwidth for large busy forums.

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We have also changed the default error code to 401 which is less severe than ISE 500 and we've ensured that we use 403 and 404 appropriately.

We've also added a per-group setting to disable the display of online lists reducing further bandwidth through mark-up and reducing 'noise' in your content.

We snuck in another per-group setting to remove completely the "last post" information for those that want a really focused clean look with only keyword rich text on display for guests and search engines.

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Problem: Scary Error Pages
We admit it. Our existing error pages are a bit scary. The red/pink background below the screaming proclamation that "AN ERROR OCCURRED" not only intimidates people but can also confuse search engines who are relatively blindly sucking up words to attribute to your site.

The solution
Our error pages have had a complete makeover to reduce the technical jargon and make the messages friendlier. Even better, the title is header code context sensitive so if it's a 404, then the title reflects that to reduce confusion.

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Problem: Poor use of 'bread and butter' mark-up.
IP.Board has had meta description tags for a long time now but they've not been especially optimised. Likewise the <title> tag that is possibly the most coveted piece of mark-up for search engines. The meta description just contained 155 characters of the first post with no real context.
Worse still, at no point was the forum name and topic title written in the same tag. For example, if you had a forum called "Halo 3" and someone started a topic called "Cheats!", IP.Board would not often return "Halo 3 Cheats" unless it was explicitly written in the post.

The solution
Meta descriptions now contain a proper brief description that contains both the topic title, the forum name and some of the post.
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The <title> tag now also takes the format of NAME - FORUM - BOARD NAME. Putting together important keywords in richly spidered areas.

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We've noticed that a lot of forums rank highly for benign keywords such as "photo", "topic", etc. We've made several improvements to reduce the frequency of these keywords.

For example, the little photo thumb on the board index used to have an alt tag of "Photo" - so no surprise that "photo" was spidered a lot! This has now been changed to something better suited contextually: TOPIC TITLE - last post by NAME.

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Problem: Poor Bounce Rates
Very briefly, the bounce rate for your site is the percentage of visitors who 'bounce' right out of your site. This could be because they found a link to your site via a Google search but the actual page itself doesn't have relevant information for the visitor so they back right out.

The solution
We've already reduced content to code noise and we've reduced nonsensical keywords such as 'photo' and we've increased visibility of vital keywords so already Google should do a better job of attributing keywords to your pages which will help in 'false' matches via a Google search.

We've also taken this a step further by being a little more polite: The slightly huffy "You cannot reply" buttons have been replaced with "Please log in to reply".

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Better still, we've introduced a killer new feature "Also tagged with". This pairs up perfectly with IP.Board 3.2's new tagging system to show a list of topics that share tags from the current topic. The matches are forum wide, so it doesn't just return matched topics from the forum you're in.

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Consider the possibilities for this feature! If you tag a lot of topics up, they'll now show cross referenced below the topic. This should further entice visitors into your site if the topic they found via Google doesn't have the information they need. Better still, it adds more rich keywords onto the page which further strengthens the existing keywords.


Let's recap
The takeaway message from this blog is that we're committed to improving search engine optimisation within IP.Board. It's a constantly evolving process and we'll continue to monitor and improve. We feel these changes will drastically improve how search engines view your site and also benefit those with large and busy sites by removing excess mark-up. Of course there is always more to do so use our feedback forum as appropriate if you have specific suggestions. We're very excited about these changes and we hope you are too!

  • Breadfan, Hammie14, blair and 34 others like this



Very Nice

Looks very well thought out. Great work Matt and Co :)
    • Matt likes this
Hey, great news!

BTW: Do you have any plans to change the way Facebook treat the links that we place in there, where it show the logo of Invision Board and the meta information from the forum, and should show a image extracted from the post and some part of it?

Regards
    • DustinRyan, dzbeebo, MikeHolly and 1 other like this
Very good updates, looking forward to this version.
Lovely to see that "similar topics" are coming to the official IPB forum. IP.Board 3.3.0 will be nothing but outstanding judging by what already has been uncovered!
    • rastaX likes this
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markopolo2002
Nov 29 2011 04:25 PM
Excited is probably an understatement for me - I know we (and a lot of others) have really good sites but somehow other sites manage to gain a lot more benefit via SEO tweaking, having this stuff built in and someone like IPS looking over it WILL be a major benefit to us all :)
    • rastaX likes this
great update , many features are long awaited and its great to have them in the upcoming release :)
It's totally amazing™ :D
Looks good, especially the error pages have always been a nuisance!
Hopefully you didn't loose that one guy yet :P
Hes on his way to xen, but 3.3 looks promising.
Excellent work :)

The slightly huffy "You cannot reply" buttons have been replaced with "Please log in to reply".


:)
    • Feld0 likes this
Looks good.
Matt: I haven't been entirely happy with IPB upgrades for the past versions, but this version seems to really revitalize my hopes in IPB. You're really upping the bar on this release!

And I mean, these SEO improvements is just a small part of it, I really really liked the news about the warning system, the new things you introduce there are things I would say are long overdue and will really benefit us, aswell as the archive system!

And the best thing; there will be no major skin overhauls in 3.3. Thanks a lot!

My only hope now is that you will be working more on the text editor so we can get buttons in BBcode-mode and the editor to be more stable in general ;)
    • Matt and Feld0 like this
niiiiiiiiiiiiiiiiiiiice niiiiiiiiiiiiiiiiiiiiiiiiiiice
The hits keep coming and get better and better. :)
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realmaverickuk
Nov 29 2011 05:51 PM
Some great improvements. I finally feel like you're listening to those of us with SEO concerns.

I only wish the large chunk of JavaScript printed on the page, could be reduced for guests and thus Google.

But all in all, I'm glad you're listening and I hope this is the start of a) a better SEO ipb and b) a better relationship between ipb devs and customers.

Thanks a lot
    • Matt likes this
by the way, is this SEO improvement blog part 1? you know I'm greedy ;)
realmaverickuk: We always listen :smile: It just sometimes takes time to filter out the good ideas from the bad and, in turn, actually implement them. With SEO especially there are sooooo many ideas being batted at us left and right. In this case we got a few people together and asked for specifics without the emotion that comes with SEO and came up with some nice ideas. What you see in this entry is a sampling of what we have done. We of course have more plans.
    • Feld0 and Johnasc like this
Perfect update. I am glad that your vision is like my vision ;)
    • Matt likes this
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SECTalk.com
Nov 29 2011 07:55 PM
Great work. This will help a lot.

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